Danish brand Wood Wood to open Soho store

Contemporary men’s and women’s Danish fashion brand Wood Wood is going to open a flagship London shop at 33-35 Brewer Street in Soho this August.

After three successful presentations during London Fashion Week Men’s, and with a sales showroom in London since 2014, the brand is now ready to embark on the next adventure in the UK with a 820 sq ft store in the heart of the West End.

Karl Oskar-Olsen, Creative Director, said: “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. The opening of the Wood Wood London store in Soho will define us as brand in the next period of our journey.”

With stores in Copenhagen, Aarhus, Berlin, Frederiksberg and at Copenhagen Airport, since the brand was founded in 2002, it has always been equally committed to wholesale distribution and retail. In the last couple of years, Wood Wood has witnessed a significant growth, not only in the UK where it is stocked at the likes of Liberty, END. and Good Hood, but also in continental Europe and in Asia. Wood Wood is currently stocked in around 400 retailers worldwide.

Addy Williams, senior retail portfolio manager at Shaftesbury, says: “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. The Danish brand joins recent openings such as Swedish label Our Legacy, Folk, The Collection and Dutch brand Ace & Tate.”

Another Danish brand, Samsøe & Samsøe, is going to be opening its first bricks-and-mortar store in the UK this summer, on nearby Beak Street in London’s Carnaby.

The new Wood Wood Brewer Street location, which will be designed by Danish architecture and design studio, Spacon & X, will serve as flagship store, showroom and creative space.