Wood Wood
by Stephen Garner

After three successful presentations during London Fashion Week Men’s and with a sales showroom in London since 2014, Wood Wood is now ready to embark on the next adventure in the UK with the opening of a flagship store in the vibrant and buzzing area of the big city.

The Brewer Street location, which will be designed by long-time brand collaborators Spacon & X, will serve as a flagship store, showroom, and creative space for the Copenhagen-based contemporary streetwear brand, and will open this summer.

Located in London’s West End, at 33-35 Brewer Street, the brand’s new location is the perfect address to fully expand the W.W. universe providing a local hub for established fans while also attracting new customers. London’s vivid streetwear culture is a great match to Wood Wood’s take on contemporary streetwear and the brand looks forward to becoming a more integral part of the scene.

Wood Wood

“English music and subcultures alongside the English iconic heritage of clothes and fashion have always been a huge source of inspiration for Wood Wood,” said Karl Oskar-Olsen, creative director of 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 a brand in the next period of our journey, and I’m looking forward to this adventure with great anticipation and humbleness.”

“Wood Wood is renowned for contemporary streetwear, mixing their own revered label with a cool mix of sought-after urban fashion brands,” added Addy Williams, senior retail portfolio manager at Shaftesbury, the company that owns and manages the area the shop will be located. “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 & Tate.”

With stores in Copenhagen, Aarhus, Berlin, Frederiksberg and at Copenhagen Airport, Wood Wood has since the inception of the brand in 2002 always been equally submitted to wholesale distribution and retail. The last couple of years Wood Wood has witnessed significant growth, not only in the UK where W.W. is stocked at the likes of Liberty, END. and Good Hood, but also in Continental Europe and in Asia. Today, Wood Wood is stocked at around 400 retailers worldwide.

Wood Wood