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The Iconic Edition
Advice
|5 Dec 2019|8 mins

Wood Wood: A Timeline of Danish Streetwear Perfection

Looking back at the last decade of Wood Wood’s greatest hits.

Established by co-founders Karl-Oskar Olsen and Brian SS Jensen, Copenhagen-based Wood Wood have been offering up their distinctly Scandinavian take on contemporary streetwear since first setting up shop in Nørrebro way back in 2002.

This past decade, in particular, has been fruitful for Olsen, Jensen and company. Ever since they joined forces with Nike for a Tier Zero edition of the LunarWood in 2010, Wood Wood have taken their signature designs in an increasingly sportier direction, whether it be through their own in-house collections or via collaborative endeavours with the likes of Ellesse, Eastpak, Clarks, Reebok, and adidas – all of which have helped Wood Wood become a contemporary street style go-to.

This season sees the Danes offering up their most considered and complete range to date. Distinctly Wood Wood, the collection expertly juxtaposes old school menswear favourites with streetwear staples – all reimagined with the brand’s contemporary flair and signature Scandinavian spins.

Now that the brand’s most fully-realised collection is upon us, take a look back at Wood Wood’s past decade of greatest hits, and shop the brand’s latest offerings now here on SneakerHub.

Images with thanks to Wood Wood

Wood Wood x Ellesse (2010)

Scandinavian street style met Italian sportswear heritage back in 2010 when Wood Wood joined forces with Ellesse for a full collaborative capsule collection. Playing on Ellesse’s tennis roots, and the brand’s popularity in Britain in the 1980s, the range went all in on polos, chino shorts, and warm-up jackets, each adorned with classic stripes, bold colour-blocking, and Ellesse’s unmistakable logo. The collection’s standouts, though, were undoubtedly the streetwear staples: logo mashup graphic tees and bucket hats. Ultimately, the colab was an early indicator that Wood Wood’s co-branded work would handle far more than simple footwear colour-ups.

Wood Wood Fall/Winter 2011 Collection

The seeds had been sown and as streetwear grew up through the 2010s, Wood Wood’s Fall/Winter 2011 collection was the perfect showcase for the category’s growth and progression. Chock full of chunky knits and military-inspired outerwear, the range was a harbinger of streetwear’s newfound maturity, and it played up the brand’s own Scandinavian roots with aplomb.

Wood Wood x Eastpak (2012)

Every brand needs a proper bag colab under their belt, and Wood Wood’s came to fruition in 2012 with an Eastpak-assisted two-parter. While the spring/summer ‘Desertion’ collection came in understated looks with premium suede, leather and canvas construction, the fall/winter ‘Modulation’ collection went the tech-savvy route with 400D bonded nylon and a slick spin on the prototypical autumnal colour palette. The juxtaposition between the two collections was further proof of the way that Olsen, Jensen and company could jump back and forth between rugged old school staples (the ‘Desertion’ drop) and modern sporting styles (the ‘Modulation’ followup).

Wood Wood Spring/Summer 2013 Collection

Much like the brand’s Fall/Winter 2011 collection, Wood Wood’s Spring/Summer 2013 drop highlighted streetwear’s modern-day maturity – this time with styles more suited to the warmer months of the year. While nylon bombers and lightweight leopard-spotted sweaters helped to handle the seasonal transition, polka-dotted shorts and ombre-clad button-downs ushered in the sunshine with some of the brand’s most playful executions to date.

Wood Wood x Clarks Tawyer (2014)

Collaborative footwear has been a point of emphasis for Wood Wood for nearly two decades now – 2010’s Tier Zero Nike LunarWood being a particular high note – and in 2014 the Copenhagen-based crew took on an old standard: the Clarks Wallabee. Instead of just your typical Wallabee, however, Wood Wood put their spin on the Tawyer – the moc-style classic’s sporty mid-2010s update. With its rawhide lacing and striped upper, the collaborative Tawyer expertly highlighted Wood Wood’s penchant for sports-meets-fashion executions, all in one boldly striped package.

Wood Wood x Reebok (2015)

Wood Wood’s newfangled – and now standard – ‘W.W.’ branding collided with the iconic Reebok Vector in 2015 for a logo-centric Reebok Classics collaboration that featured everything from tees and sweats to outerwear, bucket hats, and socks. The results were decidedly ahead of their time, and a unique clash between Danish minimalism and the branding-heavy styles that would rise to the pinnacle of streetwear in the years to come.

 

Wood Wood x adidas UltraBOOST (2016)

In 2016, at the height of UltraBOOST hype, Wood Wood tapped the energy-returning Three Stripes runner for a limited-edition Consortium spin on the fan-favourite. Naturally, Wood Wood’s executions were far from simple colour-ups. Instead, the men’s pair played on the coveted black/white OG with a modified cage design, while the women’s pair ditched the cage entirely in favour of a stretchy midfoot strap. Fans couldn’t go wrong either way as the beloved runner was stripped down to its necessities, complete with clean and classic colourways to boot.

Wood Wood ‘Index Archive 01’ Capsule Collection (2017)

To celebrate their 15th birthday in 2017, Wood Wood offered up the unique ‘Index Archive 01’ collection, revisiting a bevy of classic styles from over the years for a celebratory greatest hits drop. Pieces like 2012’s ‘Cabazon’ windbreaker made a welcome comeback, while ombre-clad pullovers and dresses appeared in shades of navy, burgundy, and bright pink. Though some of the designs may have traced their roots to some 15 years earlier, Olsen and Jensen’s foresight was clear – each revisited piece was as fresh as ever.

Wood Wood Souvenir Shop at Copenhagen Airport Terminal 2 (2018)

Streetwear addicts who are particularly pressed for time during their travels to the Danish capital needn’t worry too much, especially if they’re travelling in and out of Copenhagen Airport. That’s because Wood Wood opened their very own souvenir shop in Terminal 2 in 2018 – a testament to the brand’s status in its hometown and the realm of streetwear as a whole. Best of all, though, is the fact that the shop isn’t just home to Wood Wood’s own line, but also features a bunch of exclusives and pieces from a number of other brands.

Wood Wood x adidas UltraBOOST 19 (2019)

Following 2016’s successful UltraBOOST drop, Wood Wood and adidas reunited this year for a collaborative take on 2019’s updated runner. Part of Wood Wood’s first-ever women’s running capsule collection, the special UltraBOOST 19s are ‘inspired by the feeling of true escape that running offers’. Why? ‘Because sometimes the best way to find yourself is to get lost.’

Wood Wood Fall/Winter 2019

It all culminates with Fall/Winter 2019, showing just how much Wood Wood have grown up since their 2002 debut. Dubbed ‘Come Down Easy’, the brand’s latest collection is the most fully-realised offering to date, as evidenced by the juxtaposition of elevated menswear and classic streetwear that highlights the range. Plaid topcoats, wool duffle coats, a reimagined M65, and chunky knits are all present, as are performance base layers, nylon jackets, beanies, and colourful crossbody bags. Frankly, there’s something for every streetwear aficionado, no matter where they land on the menswear versus streetwear spectrum.

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