Wood Wood is a contemporary fashion and lifestyle brand that was founded by Karl-Oskar Olsen and Brain SS Jenson in 2002. Balancing style and functionality in the classic scandi style, the brand combines fashion, sports and streetwear youth culture with art and music. Here’s your complete guide to Wood Wood clothing…
How was Wood Wood started?
Off the back of a trip to New York in the very early 2000’s the duo were inspired by the stores that combined magazines and clothing. This combination of clothing, toys, music and culture in one store had not yet been done in Copenhagen, so in 2002 they launched Wood Wood.
They had their own T-shirt brand that they sold alongside the store, originally starting with white tee’s and adding graphics. Olsens’s girlfriend and fellow designer got involved and they managed to secure some larger brands such as Comme Des Garcons. In 2006 the brand landed their biggest collaboration with Adidas which allowed them to gain some great international PR.
Music, art, skateboarding and graffiti have always played a big part in shaping the brand as it has evolved into a multifaceted offering. Their seasonal collections follow fashion trends but encapture the scandi sensibility mixing style and functionality with print, pattern and interesting fabrics.