You founded Wood Wood in 2003 with childhood friends Magnus and Brian – why fashion?
I like the fact that that fashion reflects the society and time we live in. I’ve always been into “style” ever since the early skateboard days, and then later when I was part of the graffiti scene in Copenhagen in the mid ‘90s.
Where does the name derive from?
We fooled around with the word Wood since the space we opened had wood all over, I was stoked about Jimmi two times from the Goodfellas always saying last word two times and out came Wood Wood.
How would you describe the typical Wood Wood man?
A man with a mind of his own.
Aside from Denmark, which is your biggest market worldwide?
I thinks it’s the Nordic countries and then UK, where we currently have 42 stockists.
What would say your biggest challenge has been since launching Wood Wood 15 years ago?
A challenge can be many things. One thing that has been into my mind many times is to stay true to the core values even when growing, and how to develop those values on a bigger scale.
And what’s your biggest success to date?
Being here and being able to do what we do is a big success for me in itself. But to pinpoint a certain project, it would probably be the fact that we now have over 60 successful collaborations with some of the greatest brands in the world under our belt.
“In the beginning it was total anarchy – I hired my friends to help out and nobody had a clue what we were doing or where we were going, no plans, no budgets, no CEO, no nothing.”
Obviously you have a design led background but where do you draw your inspiration from when creating the collection?
Music, art and travel. I’m pretty conservative when it comes to this.
How has running the business model changed in the 15 years since inception?
Everything has changed. In the beginning it was total anarchy – I hired my friends to help out and nobody had a clue what we were doing or where we were going, no plans, no budgets, no CEO, no nothing. Now we have a semi-corporate organisation, but still with a flat structure. Everyone can spit in ideas and I like it the way it is now.
Is there anything you wish you’d done sooner?
Hired a professional CEO and product manager.
What does the s/w 18 collection have in store?
The new season is inspired from a trip to the Amalfi coast and the colour palette from that area. We named the collection Mondano, which in Italian means “the good life”.