Wood Wood to add Life Store concept to London location

By

Sandra Halliday

Published
Feb 14, 2022

Wood Wood, the Danish streetwear label, is adding its WW Life Store concept to its London store on Brewer Street from this Friday.

The concept can also be found at its flagship in Værnedamsvej, Copenhagen and via its webstore.

The expansion of the 33-35 Brewer Street store in London’s Soho will see WW Life Store moving into the space previously used for exhibitions by the brand.

It has partnered with Orienteer ‘Mapazine’ to launch the venture, “due to a shared admiration of speciality objects with respect for traditional craftsmanship”, the company said. 

On offer will be items including curated ceramics and multi-purpose tools and toys, as well as “timeless” furniture from all over the world. The company said that “customers will have first-hand access to speciality brands such as Magniberg, CristaSeya, Artek and Leatherman”. And all the items it’s selling “share a common trait: they’ve been expertly crafted to last a lifetime, both in terms of design and longevity”.

Wood Wood was founded by Brian SS Jensen and Karl-Oskar Olsen 20 years ago and has always had the ambition to “influence culture through contemporary, accessible streetwear and community-driven projects”.

It’s known for its special collaborations with established brands and independent artists to develop products and non-commercial activations — with each project taking in both live and digital experiences. 

As well as the Copenhagen and London locations, the company currently has stores in Aarhus and Berlin.