​exclusive: wood wood launches denim range

The Danish brand’s creative director tells us why they’re branching out into jeans

by Stuart Brumfitt
02 October 2015, 3:05pm

Contemporary Copenhagen fashion brand Wood Wood is launching a new range of denim later this month, i-D can exclusively reveal. They've been working extensively on the fits, washes and quality and will be releasing jeans, jackets and complementing styles. The collection will be available for online orders from 23rd October woodwood.dk then pre-release exclusively in Wood Wood stores 30th October before launching in selected retailers worldwide including Need Supply (US), mytheresa.com (Germany), Aplace (Sweden), Uncensored (Thailand), Allike (Germany), Básket (Netherlands), Hanon (UK) and Addicted (South Korea) from 6th November.

The brand's Menswear Designer and Creative Director, Karl-Oskar Olsen, told us, "I like to think of denim as the ultimate 'cool' fabric. There's denim in all great subcultures and it has always shown the way of fashion in general. We made jeans a few seasons ago, actually really nice jeans, but as our mainline took so much focus we decided to wait with a bigger roll out plan until we were ready to commit to the product. We´ve always thought of denim as something that came naturally in our product range so I'm happy this finally came through."

The look is clean, with minimal noise around branding and 13-15 washes on bottoms, tops, shirts, and jackets. The three main washes though are light indigo, black and white. "We wanted to take the general look in a modern direction trying to avoid any heritage threads. As the black and indigo are very timeless, we wanted to bring in the all white denim on jackets, shirts and bottoms taking some inspiration from the MOD culture where white denim really came through and dominated."

The main inspiration for the line is a beat-up old pair of jeans that someone brought into their Copenhagen store a few years back, looking for repair on a pocket. "The jeans were beautiful washed down and the colour was magnificent. I decided I wanted to keep them for myself so I called up the guy and offered him two pairs of brand new jeans in exchange. He went for it and I got the illlest jeans with a priceless colour and wash."