Danish brand Wood Wood to open London flagship store

Streetwear label Wood Wood is set to open a flagship store, showroom and creative space on Brewer Street in London’s Soho district this Summer.


Wood Wood

The opening represents a new adventure for the brand in the UK after three successful presentations during London Fashion Week Men’s.

Wood Wood has also had a showroom in London since 2014, and is stocked in high-end and aspirational retailers including Liberty, End and Good Hood.

“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,” said Karl Oskar-Olsen, creative director of Wood Wood.

“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,” he continued.

Long-time collaborators Spacon & X will help conceptualise and design the space, which will be located in one of London’s top shopping destinations. Also having a store in the area are Swedish label Our Legacy, Folk, The Collection and Dutch brand Ace & Tate.

“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,” said Addy Williams, senior retail portfolio manager at Shaftesbury.

Wood Wood has also stores in Copenhagen, Aarhus, Berlin, Frederiksberg and at Copenhagen Airport, and a presence in 400 retailers worldwide.

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