After three successful presentations during London Fashion Week Men’s and with a sales showroom in London since 2014, Wood Wood embarked on the next adventure in the United Kingdom with the opening of a flagship store in the vibrant and buzzing area of the big city. Located in London’s West End, the Brewer Street location is the ideal address to fully expand the Wood Wood 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.
“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, Wood Wood’s creative director. “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.”
London and Soho is home to some of the best and most intriguing retail spaces and with Wood Wood opening a flagship store, shopping will get even better for the inhabitants and visitors of the area. Wood Wood’s sophisticated charm and eclectic brand mix will no doubt be a great addition to the already exceptional shopping possibilities Soho has to offer.
“Wood Wood are renowned for contemporary streetwear, mixing their own revered label with a cool mix of sought after urban fashion brands,” said Addy Williams, senior retail portfolio manager at Shaftesbury. “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 Wood Wood 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.
The Brewer Street location will both serve as flagship store, showroom and creative space for the Copenhagen based contemporary streetwear brand.
