Wood Wood is targeting the “next chapter” with a new creative team

Scandinavian fashion brand Wood Wood wants to expand its presence in international markets “in the coming years”. After bankruptcy in 2023, Wood Wood was taken over by the Danish conglomerate DK Company in April.

The Copenhagen-based brand said it is undergoing a “creative rebirth” to take a leading position in contemporary fashion.

In addition to creative reinvention, Wood Wood adds that in the coming seasons it wants to make “significant progress in expanding its reach” in Europe and other international markets, while also “carefully examining the markets in which it operates.”

A key part of this expansion is the strategic separation of the main Wood Wood line from the more commercial Double A by Wood Wood line. The secondary line focuses on accessible basics and never-out-of-stock styles. This dual brand approach, it says, allows Wood Wood to “maintain its premium positioning in select markets while expanding its reach without compromising its identity.”

Wood Wood is setting new priorities with DK Company and a new creative team

The brand’s new creative vision is being driven by a new creative team: Brian SS Jensen, one of the founding members of Wood Wood, has taken on the role of Creative Director. Gitte Wetter, former Head of Menswear at Danish fashion brand Samsøe Samsøe, was appointed Head of Design in the summer.

Together, the pair are “redefining Wood Wood’s identity with a fresh, modern approach while staying true to the brand’s core values ​​of creativity, collaboration and the curation of distinctive design concepts,” the brand explains.

Jensen, who has a background in graphic design, will help shape the brand’s visual identity, with a focus on redesigning Wood Wood’s aesthetic as well as concept development and future collaborations. Wetter, who worked at Samsøe Samsøe for 15 years, has a deep knowledge of materials and textiles and will work closely with Jensen “to ensure that each collection is consistent with the brand’s new direction.”

The management team is completed by Brand Director Morten Dybdahl.

Commenting on the rebirth, Jensen said: “I’m incredibly excited to explore what’s next for Wood Wood. Having been with the brand since its inception, leading this transformation is both a challenge and a privilege.

“Our creative journey is about evolving Wood Wood while staying true to what has made the brand unique. Wood Wood’s pillars – create, curate and collaborate – are the foundation of everything we do, and that will not change as we grow.”

Wood Wood presents new design for FW25

The new creative team’s first collection is the Fall/Winter 2025 collection, which will be available to order from January and is expected to be available in stores from July 2025.

Commenting on the upcoming collection, Wetter said: “For FW25, we focused on creating a balance between smart and casual styles – ‘informal formal’ pieces that can be mixed and matched for a vintage college vibe.”

“Think casual suits, oversized knits, voluminous trousers with patch pockets, wool coats and structured fabrics like boucle and corduroy. “The colors reflect a worn-in fall feel, with rich burgundy reds, earthy browns and soft greens, while washed-out lavender adds a subtle accent,” adds Wetter. “It’s about combining classic elements with modern street influences to create something fresh and to still create something nostalgic.”

As part of the DK Company, Wood Wood stands alongside other fashion brands such as Gestuz, Ichi, InWear, Kaffe, Blend and Soaked in Luxury. The company has more than 25 brands and counts 450 points of sale in Europe, Canada and China as well as online.