Wood Wood to open flagship store in London

Contemporary streetwear brand Wood Wood is to open its first flagship store in the UK in Soho, London this summer.

The Copenhagen-based brand, which has its own stores in Copenhagen, Aarhus, Frederiksberg, Copenhagen Airport and Berlin as well as an online store, will use its London flagship located on Brewer Street as not only its primary retail space in the capital, but also as a showroom and creative space.

The label that has showcased three presentations during London Fashion Week Men’s is partnering with long-term collaborators Spacon and X, who will help “conceptualise and design the space,” the brand added in a statement.

Wood Wood added that Brewer Street marks the “perfect address” to expand its retail footprint, as it believes a local hub will not only provide a space for established fans to shop, but also attract new customers as it believes that “London’s vivid streetwear culture is a great match to Wood Wood’s take on contemporary streetwear” and it is looking forward to becoming a more “integral part of the scene”.

Karl Oskar-Olsen, creative director of Wood Wood, said: “English music and subcultures alongside the English iconic heritage of clothes and fashion have always been a huge source of inspiration for Wood Wood. Not only within our collections but also in the way we create the output of our brand mix in our stores.

“The opening of the Wood Wood London store in Soho will define us as brand in the next period of our journey, and I’m looking forward to this adventure with great anticipation and humbleness.”

Contemporary Danish brand Wood Wood to open store on Brewer Street, London

Addy Williams, senior retail portfolio manager at Shaftesbury, added: “Wood Wood are renowned for contemporary streetwear, mixing their own revered label with a cool mix of sought after urban fashion brands. They are the perfect fit to Brewer Street and an important addition to Shaftesbury’s growing portfolio of cutting edge fashion brands in Soho. The Danish brand joins recent openings such as Swedish label Our Legacy, Folk, The Collection and Dutch brand Ace and Tate.”

Founded in 2002 by co-founders Karl-Oskar Olsen and Brian SS Jensen, Wood Wood combines fashion conscious sophistication with urban roots in an unpretentious manner, and this approach to streetwear has seen the brand record “significant growth” over the last couple of years as it has opted for an equal approach to wholesale distribution and retail.

In the UK, the brand is stocked at Liberty, End, and Good Hood, and it has around 400 retailers worldwide across Europe and Asia.

In addition, the brand has also used partnerships to increase its reach and has had more than 50 collaborations with global brands such as Nike, Lego, Barbour, Eastpak and Adidas as well as niche brands and artists such as Peter Sutherland, Elmgreen and Dragset, and So-Me.

Images: courtesy of Wood Wood