The Danish label celebrates 15 years with 'Concrete'.

15 years after first pitching up on the Danish streetwear scene, a curious numeric spelling for a moniker and a strong design aesthetic to its name, Wood Wood – read: w00d w00d – this season taps the same 90’s vibe that initially led Karl-Oskar Olsen and Brian SS Jensen – both adolescents of the era – to set up shop in 2002.

“Wood Wood is much more than a brand,” notes Olsen on the Wood Wood website. “It’s about style and attitude. We were raised with the desire to constantly evolve and we’ll keep on taking the brand even further by combining elements of underground and high-end into our very own aesthetic.”

For SS17’s anniversary collection, titled Concrete, this means casting a lens on American subcultures, from skate to hip-hop via New York and California, each of which gets a namedrop in the accompanying press notes.

Styled above against a typically Scandi, minimalist backdrop, the pieces themselves carry the traits of both sports and workwear, while a nod to vintage inspired numbers also feature; satin coach jackets, khaki bombers and long sleeve jerseys all make cameos, with a prominent line of sunglasses elevating the look.


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