Danish fashion brand WOOD WOOD was founded in 2002 by designer trio Karl Oskar Olsen, Lotte Bank Nielsen and Brian Jensen. Their upbringing including inspiration from graffiti and street culture in Copenhagen quickly turned their company into an international fashion and lifestyle brand.
As a sub-cultural founded lifestyle brand, its founders grew up with graffiti and street culture in the 1990s. They mix high-end fashion, sports and streetwear with youth and urban culture, art and music. A Wood Wood yellow T-shirt was worn by Sigrid in the video for “Strangers” giving the brand international exposure. It is described as Contemporary Streetwear. Wood Wood has a strong sports component. It started as a small shop selling T-shirts and evolved into a well-established fashion brand, showing new collections in Florence and London.

Wood Wood has made more than 50 collaborations with global brands such as Nike, Asics, Barbour, Eastpak, Lego and Adidas, hand with niche brands and artists such as Peter Sutherland and Elmgreen & Dragset.
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Engaging in special collaborations with established brands and independent artists, WOOD WOOD’s design ethos is about high-quality timeless pieces. With sustainability in mind, WOOD WOOD values transparency, allowing customers to have insight into its business practices and environmental efforts.

At the Wood Wood Museum store in Copenhagen you can buy articles and objects from seasons past. The selection sees outtakes from in-house collections, sneaker classics from adidas and Nike, and external brands like WTAPS, Cav Empt and Comme des Garçon. On the shelves, pre-loved Wood Wood items are available in the shape of Artefact, a take-back program that allows customers to return pre-loved Wood Wood clothes.
WOOD WOOD’s current design team includes London menswear designers Liam Hodges and Dominic Huckbody, and Cecilie Engberg who previously worked at Balenciaga.
From Graffiti and Street Culture in Copenhagen to International Fashion and Lifestyle Brand, Tor Kjolberg reporting.
Feature image (on top): The Wood Wood Museum shop.