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Lab Lessons: Wood Wood

Meet Wood Wood, the directional Danish design house taking inspiration from New York’s eclectic club scene

Wearing Wood Wood, with its laid-back, streetwise edge, is not a style choice but a state of mind. ‘[Our customers] are young, independent and healthy,’ Karl-Oskar Olsen, the label’s co-founder, tells us. ‘Travellers of the metropolis, ravers of the night and dreamers of the day.’ Karl-Oskar launched the brand as a graphic T-shirt label in 2002 with his college friends Magnus Cartensen and Brian Jensen. Magnus left a year later and Lotte Bank-Nielsen joined. Wood Wood now shows seasonally at Copenhagen fashion week and collaborates with brands such as Eastpak, Nike and Casio.

‘Wood Wood pushes the boundaries and is not afraid to take risks with shapes and fabrics’

‘Wood Wood pushes the boundaries and is not afraid to take risks with shapes and fabrics,’ says Lucy Favell, of the London boutique Ursa Loves, a stockist of the label. Bridging the gap between streetwear and high fashion, the label’s sporty signatures include monogrammed bomber jackets, patterned denim, oversized knits and structured shirts. ‘I love that they blur the lines between genders,’ Lucy adds. ‘The womenswear is androgynous yet sexy, and the prints make the menswear very playful.’

‘An appreciation of New York attitude and its place in music history was key’

‘An appreciation of New York attitude and its place in music history was key,’ says Karl-Oskar, of the Autumn/Winter 2013 Club Collection. The collection of sportswear with a Prohibition-era edge combines bum bags with pinstripe trousers, bomber jackets with fedora hats, as well as delicate sheer skirts and sophisticated tailoring. Karl-Oskar explains: ‘Wood Wood is taking a bit more of a mature direction, but still with a fun, streetwise approach.’ We can’t wait to see what they bring out of the woodwork next season.

by Laura Hawkins. Photography by Jan Søndergaard.