As a sub-cultural founded lifestyle brand, its founders grew up with graffiti and street culture in the 1990s.

They mix high-end fashion, sports and streetwear with youth and urban culture, art and music.

It started as a small shop selling T-shirts and evolved into well-established fashion brand showing new collections in Florence and London.

Wood Wood has made more than 50 collaborations with global brands such as Nike, Asics, Barbour, Eastpak, Lego and Adidas, hand with niche brands and artists such as Peter Sutherland, Elmgreen & Dragset, So-Me and FUZI UVTPK.

[9] These projects were followed by pop-up store ARTEFACT for Roskilde Festival by Studio Gestalt in 2022.