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Danish streetwear brand to open first UK store

Danish streetwear brand Wood Wood is to open its first UK store this year. The brand has picked a site at 33-35 Brewer Street, in London’s Soho, for the UK flagship.

Long-time collaborator Spacon & X will work with the brand to develop the store.

Wood Wood has taken part in London Fashion Week three times and established a trade showroom in the city in 2014, but this will be its first company-owned retail presence in the UK. The brand has stores in Copenhagen, Aarhus, Berlin, Frederiksberg, and at Copenhagen Airport.

“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,” says the brand’s creative director Karl Oskar-Olsen. “The opening of the Wood Wood London store in Soho will define us as a brand in the next period of our journey.”

“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,” says Addy Williams, senior retail portfolio manager at property group Shaftesbury, which manages much of the retail space in Soho.