Wood Wood
Wood Wood is a Copenhagen-based contemporary streetwear brand founded in 2002, selling men's and women's apparel, accessories, and limited-edition collaborations direct-to-consumer via its owned e-commerce platform under DK Company Online A/S.
- Company typePrivate
- Founded2002
- HeadquartersCopenhagen, Denmark
- Headcount—
- GTM typeB2C
- OfferingServices
What Wood Wood does
Wood Wood is a contemporary streetwear brand founded in 2002 in Copenhagen, Denmark by Magnus Carstensen, Karl-Oskar Olsen, and Brian SS Jensen. The company designs and sells men's and women's apparel and accessories — including jackets, coats, sweatshirts, shirts, t-shirts, shorts, knitwear, trousers, jeans, and headwear/bags — alongside sub-brands Double A by Wood Wood (elevated menswear), Denim by Wood Wood, and Wood Wood Basics (entry-price staples). Pricing spans roughly $63–$110 for t-shirts up to $231–$330 for jackets, with seasonal sale discounts of 30–50% and a 10% first-order incentive via newsletter signup.
The brand operates a direct-to-consumer model almost exclusively through its owned e-commerce platform (woodwood.com), which presents EU (VAT-inclusive) and international (USD, ex-VAT) storefronts, processes payments via Visa, Mastercard, Maestro, and PayPal, and ships globally via DHL Express with 3–4 working day delivery and 30-day returns. A wholesale/B2B portal (Kollekt) and Press portal (Kontainer) indicate additional off-platform distribution. Wood Wood is legally operated by DK Company Online A/S (La Cours Vej 6, DK-7430 Ikast, Denmark), a subsidiary of the Danish fashion conglomerate DK Company A/S — meaning brand-level operations sit within a group-shared back-office and fulfillment infrastructure.
Revenue is generated through two principal streams: direct product sales of seasonal collections and core basics, and limited-edition brand collaborations (Salomon, Asics, Artek, Magniberg, Roskilde Festival, Garfield, Vans, Arc'teryyx) that produce exclusive drops. Marketing spans organic social (Facebook, Instagram, TikTok), email/newsletter, editorial content (Tokyo on-location, lookbooks, artist features), and the MUZAK music curation platform (75+ episodes on Mixcloud), which functions as a cultural-engagement channel targeting urban, fashion-forward consumers. The current management team includes CEO Kyrk Macmillan and co-founder Karl-Oskar Olsen, alongside Lee Goldup (Head of Buying); the brand remains privately held with no disclosed funding rounds, revenue figures, or headcount.
Wood Wood firmographics
Firmographics- Name
- Wood Wood
- Legal name
- DK Company Online A/S
- Website
- https://woodwood.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Short description
- Wood Wood is a Copenhagen-based contemporary streetwear brand founded in 2002, selling men's and women's apparel, accessories, and limited-edition collaborations direct-to-consumer via its owned e-commerce platform under DK Company Online A/S.
- Ownership category
- akta.pro rank
Where Wood Wood is headquartered
LocationHeadquarters
- HQ city
- Copenhagen
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
Wood Wood business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Direct Product Sales: Revenue generated through direct-to-consumer sales of apparel and accessories via owned e-commerce platform. Products include seasonal collections, collaborations, and core basics. Pricing in USD with discounts offered during seasonal sales.
- Brand Collaborations: Revenue partially driven through limited-edition collaborations with external brands (Salomon, Asics, Artek, Vans) and cultural partners, creating exclusive product drops that generate demand and brand relevance.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing with seasonal sale discounts |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Wood Wood product offering
Product offeringCore offering
Wood Wood designs, brands, and sells contemporary streetwear apparel and accessories (jackets, coats, sweatshirts, shirts, t-shirts, shorts, knitwear, trousers, jeans, headwear, bags) directly to consumers via its own e-commerce platform woodwood.com, with international shipping via DHL Express. The offering is anchored by seasonal collections under the main brand and sub-brands (Double A by Wood Wood, Denim by Wood Wood, Wood Wood Basics), and is supplemented by limited-edition collaborations with brands such as Salomon, Asics, Artek, Vans, and Arc'teryx, as well as MUZAK, a music curation platform tied to the brand's cultural positioning.
Product overview
Wood Wood is a contemporary streetwear brand founded in 2002 and located in Copenhagen, Denmark. The company operates a unified e-commerce platform offering its own branded clothing and accessories across multiple product categories. The core product portfolio includes the main Wood Wood brand alongside sub-brands Double A by Wood Wood (elevated menswear), Denim by Wood Wood (dedicated denim line), and Wood Wood Basics (essential wardrobe staples). Product categories span outerwear (jackets and coats), tops (sweatshirts, hoodies, shirts, t-shirts), bottoms (shorts, trousers, jeans, knitwear), and accessories (caps, hats, bags). The brand also maintains MUZAK, a music curation platform featuring curated mixes from artists, reflecting its connection to music and youth culture. The company sells exclusively through its official webshop with DHL Express delivery.
Differentiator
Problem solved
Functional benefit
Brands
- Double A by WOOD WOOD: A sub-brand line under the Wood Wood label.
Products and services
- Wood Wood (Main Brand) Contemporary streetwear brand offering men's and women's clothing and accessories, including jackets, coats, sweatshirts, shirts, t-shirts, shorts, knitwear, trousers, jeans, and accessories, founded in 2002 in Copenhagen.
- Double A by Wood Wood
Quantifiable outcome
- Garments designed to last, supported by product care guidelines to extend lifespan and reduce environmental impact
Companies that use Wood Wood
Customer profileSegments2 records
Ideal customer profiles2 records
Wood Wood technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Wood Wood partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered minor and core.
- Roskilde FestivalminorWW x Roskilde Festival collaboration from 2021, connecting Wood Wood with one of Europe's largest music festivals.
- SalomoncoreFootwear collaboration on Salomon XT-Slate sneaker release, featuring a distinctive design combining Salomon's technical footwear expertise with Wood Wood's streetwear aesthetic.
- AsicscoreCollaboration on WW x Asics GT2160 sneaker, combining Asics performance footwear technology with Wood Wood design sensibilities.
- ArtekminorWW x Artek collaboration featuring Finnish design house Artek products with Wood Wood aesthetic.
- MagnibergminorWW x Magniberg Pillow Talk collaboration featuring bedding and lifestyle products combining Magniberg's design with Wood Wood style.
- GarfieldminorGarfield by Wood Wood collaboration featuring the iconic comic character in limited-edition apparel.
- Vault by Vans x Julian KlincewiczminorEditorial feature highlighting Vault by Vans collaboration with artist Julian Klincewicz, featuring Wood Wood's cultural positioning in streetwear.
- Arc'teryyxminorEditorial feature (Focus: Arc'teryyx) on the website showcasing technical outdoor brand with Wood Wood's streetwear aesthetic.
- Studio GestaltminorWood Wood x Studio Gestalt collaboration featured in 'In Conversation' editorial series.
- Stora SkugganminorEditorial feature on Wood Wood website showcasing Swedish fragrance brand Stora Skuggan.
- DK Company Online A/ScoreWood Wood is operated as a brand under DK Company Online A/S, part of DK Company A/S group. All orders are managed by DK Company Online A/S at La Cours Vej 6, DK-7430 Ikast, Denmark.
- DHL ExpresscoreShipping partner for all deliveries worldwide. DHL Express handles parcel shipping with 3-4 working day delivery timeframes and track-and-trace capabilities.
Scale indicators3 records
Recent moves1 record
Expansion highlights6 records
Wood Wood competitors and assessment
Company assessmentDirect peers
- Soulland: Danish contemporary menswear and streetwear brand also based in Copenhagen, with comparable price points, sub-cultural positioning, and use of collaborations. Operates in a directly overlapping category and geography.
- Norse Projects: Copenhagen-based contemporary menswear and streetwear brand with a similar Scandinavian design-led aesthetic, premium pricing, and DTC-plus-stockist distribution model. The closest functional peer to Wood Wood.
- Our Legacy: Stockholm-based contemporary menswear brand with similar premium DTC positioning, creative-direction-led collections, and growing global e-commerce presence. Direct competitor in the European contemporary menswear segment.
- Stüssy: Pioneer of the California streetwear category with global DTC and wholesale reach. Comparable as a lifestyle/streetwear brand with cultural positioning, collaboration heritage, and seasonal collection cadence.
- Acne Studios: Stockholm-based contemporary fashion house with a similar blend of Scandi minimalism, street-influenced silhouettes, and global DTC-plus-flagship distribution. A scaled-up reference point for the Wood Wood model.
- NN07: Copenhagen-based contemporary menswear brand with comparable Scandinavian design DNA, similar price architecture, and a comparable DTC-plus-stockist model in Europe.
- Carhartt WIP: European arm of Carhartt, positioned as a workwear-rooted streetwear label with strong collaboration heritage and global DTC. Comparable in product category and cultural positioning.
- Palace Skateboards: London-based streetwear/skate brand known for limited drops, brand collaborations, and cult cultural positioning. Comparable on hype-driven streetwear mechanics and DTC execution.
Emerging players
- A-COLD-WALL*: London-based contemporary streetwear label with art-school and architectural references, premium pricing, and seasonal DTC drops. Comparable as a culturally-led streetwear peer at slightly higher price points.
Broad incumbents
- Stone Island: Italian technical-streetwear heritage brand with global DTC, premium pricing, and deep collaboration track record. Overlaps with Wood Wood on performance/streetwear hybrids and collaboration model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Wood Wood social profiles
Digital presenceWood Wood financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wood Wood leadership team
Management profileNumber of profiles
Profiles5 records
Wood Wood funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wood Wood M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wood Wood
What does Wood Wood do?
Wood Wood designs, brands, and sells contemporary streetwear apparel and accessories (jackets, coats, sweatshirts, shirts, t-shirts, shorts, knitwear, trousers, jeans, headwear, bags) directly to consumers via its own e-commerce platform woodwood.com, with international shipping via DHL Express. The offering is anchored by seasonal collections under the main brand and sub-brands (Double A by Wood Wood, Denim by Wood Wood, Wood Wood Basics), and is supplemented by limited-edition collaborations with brands such as Salomon, Asics, Artek, Vans, and Arc'teryx, as well as MUZAK, a music curation platform tied to the brand's cultural positioning.
Is Wood Wood a public or private company?
Wood Wood is a private company. It is classified as corporate owned and is currently operating.
When was Wood Wood founded?
Wood Wood was founded in 2002.
Where is Wood Wood based?
Wood Wood is headquartered in Copenhagen, Denmark, in the Europe region.
How does Wood Wood make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are brand Collaborations.
Who are Wood Wood's main competitors?
Direct peers on record are Soulland, Norse Projects, Our Legacy, Stüssy, Acne Studios, NN07, Carhartt WIP and Palace Skateboards. A-COLD-WALL* is listed as an emerging player. Stone Island is listed as a broad incumbent.
Does Wood Wood have an API?
No public API is recorded for Wood Wood.