Wood Wood
Wood Wood is a contemporary streetwear brand founded in 2002 by Magnus Carstensen, Karl-Oskar Olsen, and Brian SS Jensen. Based in Copenhagen, Denmark, it is known for its driving force within the European street couture scene. [1]
Background
Wood Wood's owners have a background in skating and graffiti, which can be seen in the early stages of the brand and fits the brands overall streetwear aesthetic.[2]
History
2000s
Wood Wood was founded in 2002, it was initially focusing on t-shirts.[3]
The brand had its first big collaboration in 2006 with Adidas, which is when the brand started to kick off and gain recognition. The first collaboration between the two involved design a version of the Adi collar shoe.[4][5]
2010s
The brand had reached roughly 70 different collaborations in 2017. With each collaboration being different from the other, in terms of design and style. Wood Wood makes sure that it sticks true to its playful creative roots by having a saying, “Wood Wood can’t be trusted”, which means the brand takes creative freedom doesn't stick with a certain theme such as skulls or white prints.[6]
The same year, the brand celebrated 15 years, which they celebrated by hosting a football-related collaboration with Adidas and an event in Copenhagen involving a football tournament and a party.[7] The Adidas collaboration in 2017 focused on the Adidas Gazelle shoe. The Gazelle has a long history of being named after different cities and this shoe was dedicated to the borough of Nørrebro.[8][9]
2020s
Describe the founding story, major milestones, business growth, changes in leadership, or historical context.
Diffusion Lines
The brand celebrated its 15th birthday by releasing updated archive pieces in a capsule collection under the Index line. The first collection, named The Archive 01, consisted of hero products from previous Wood Wood collections, all of which have been updated and printed with information displaying the collection the item was originally a part of.[10]
Collaborations
Wood Wood has been involved in many collaborations with the likes of Adidas, NEIGHBORHOOD and. ASICS.[11] Their Adidas collaborations being the most notable of them. The brand collaborations with the German brand focuses on trainers, with the Gazelle and the Adidas ZX 9000 being standouts.[12][8]
Style
Wood Wood's design language is often drawing inspiration from workwear and reinterpreting sportswear classics such as the polyester tracksuit.[13]
Themes
Discuss the central ideas, narratives, or cultural topics the brand explores across collections (e.g. futurism, nostalgia, urban rebellion).
Motifs
Describe visual elements or symbols repeatedly used by the brand (e.g. skulls, crosses, checkerboards, technical hardware).
Notable Products
List and describe iconic or bestselling products. Highlight pieces that define the brand’s legacy or reputation.
Collections
Mention key runway collections or capsules. Include details like debut years, creative direction, standout looks, or reception.
Creative Directors
| Name | Tenure |
|---|---|
| Karl-Oskar Olsen | 2002-pressent |
| Add creative directors and their tenure here. |
CEOs
| Name | Tenure |
|---|---|
| Sample CEO | 2005–2013 |
| Per Gasseholm | 2014-2021 |
| Add CEOs and their tenure here. |
References
- ↑ https://www.woodwood.com/en-eu/about-woodwood?srsltid=AfmBOopK3l-LcWd6Hg2bmEcp9VVLW0zhgVaeUwnM4eP7430ERePnSY-X#:~:text=Wood%20Wood%20is,street%20couture%20scene.
- ↑ https://hypebeast.com/2017/8/wood-wood-adidas-15-years-karl-oskar-olsen-interview#:~:text=When%20you%20first,meant%20to%20be.
- ↑ https://hypebeast.com/2017/8/wood-wood-adidas-15-years-karl-oskar-olsen-interview#:~:text=When%20you%20first%20started%20off%20as%20a%20T%2Dshirt%20brand%2C%20did%20you%20ever%20think%20you%E2%80%99d%20still%20be%20doing%20it%2015%20years%20later%3F
- ↑ https://hypebeast.com/2017/8/wood-wood-adidas-15-years-karl-oskar-olsen-interview#:~:text=Around%202001%2D2002,Yeah%2C%20I%E2%80%99m%20proud.
- ↑ https://hypebeast.com/2017/8/wood-wood-adidas-15-years-karl-oskar-olsen-interview#:~:text=I%20remember%20when%20we%20did%20the%20first%20couple%20of%20collaborations%2C%20especially%20the%20first%20adidas%20shoe.%20It%E2%80%99s%20horrible.%20We%20did%20an%20adi%20collar%20shoe%20in%202006%20and%20we%20wanted%20to%20do%20the%20shoe%20so%20much%20that%20we%20took%20in%20like%2030%20different%20elements%20%E2%80%94%20look%20at%20it%20now%20and%20it%E2%80%99s%20just%20everything%20in%20one%20shoe.
- ↑ https://hypebeast.com/2017/8/wood-wood-adidas-15-years-karl-oskar-olsen-interview#:~:text=I%20think%20that%20what,you%20can%E2%80%99t%20trust%20me.%E2%80%9D
- ↑ https://hypebeast.com/2017/8/wood-wood-adidas-15-years-karl-oskar-olsen-interview#:~:text=To%20tie%20in%20with%20Copenhagen%20Fashion%20Week%2C%20and%20to%20launch%20the%20football%2Dthemed%20adidas%20collab%2C%20Wood%20Wood%20held%20a%20football%20tournament%20and%20street%20party.
- ↑ 8.0 8.1 https://hypebeast.com/2017/8/wood-wood-adidas-15-years-karl-oskar-olsen-interview#:~:text=Because%20Wood%20Wood%20has%20actually%20always%20had%20a%20sporty%20element%20in%20our%20designs%2C%20we%20thought%20it%20would%20be%20cool%20to%20keep%20it%20street%20%E2%80%94%20and%20then%20it%E2%80%99s%20obvious%20to%20make%20a%20shoe.%20It%20also%20happened%20that%2C%20with%20adidas%20now%2C%20after%20the%20BOOST%2C%20it%E2%80%99s%20the%20year%20of%20the%20Gazelle.
- ↑ https://hypebeast.com/2017/8/wood-wood-adidas-15-years-karl-oskar-olsen-interview#:~:text=It%E2%80%99s%20football%20culture%20and%20it%E2%80%99s%20a%20state%20of%20mind.%20And%2C%20on%20top%20of%20that%2C%20the%20Gazelle%20has%20a%20long%20history%20of%20naming%20the%20shoe%20after%20different%20cities%20and%20we%20thought%20it%E2%80%99d%20be%20cool%20to%20dedicate%20the%20shoe%20to%20the%20borough%20of%20Norrebro%2C%20which%20is%20where%20we%E2%80%99re%20from
- ↑ https://hypebeast.com/2017/5/wood-wood-index-capsule#:~:text=Wood%C2%A0Wood%C2%A0is,a%20part%20of.
- ↑ https://hypebeast.com/2017/8/wood-wood-adidas-15-years-karl-oskar-olsen-interview#:~:text=It%E2%80%99s%20been%20impossible%20to%20miss%20Danish%20brand%20Wood%20Wood%20this%20year.%20As%20the%20Copenhagen%20label%20turns%2015%2C%20the%20team%20behind%20it%20has%C2%A0launched%20collaborations%20with%20the%20likes%20of%20NEIGHBORHOOD%2C%20ASICS%20and%20%E2%80%94%20most%20recently%20%E2%80%94%20adidas.
- ↑ https://hypebeast.com/2017/8/wood-wood-adidas-15-years-karl-oskar-olsen-interview#:~:text=Are%20there%20any,of%20years%20back.
- ↑ https://www.the-spin-off.com/news/portrait/Interview-Wood-Wood-was-never-intended-to-be-in-a-small-distribution-13915#:~:text=Although%20it%E2%80%99s%20a%20lot%20more%20widely%20distributed%20these%20days%2C%20the%20brand%20has%20lost%20none%20of%20its%20neighborhoody%20spirit%20and%20signature%20design%20language%2C%20often%20drawing%20inspiration%20from%20workwear%20and%20reinterpreting%20sportswear%20classics%20such%20as%20the%20polyester%20tracksuit.