What Is Wood Wood?
Wood Wood grew from graffiti and graphic tees into Scandinavia’s best-known street brand, collapsed into bankruptcy in March 2024, and was bought out of the wreckage by DK Company. Here is what it is now, what it costs, and what we actually know about its finances.
Wood Wood is a rare thing in fashion: a respected label that went bankrupt, was bought by a bigger group, and came back with a new creative director and a calmer look. Its slogan is “Not To Be Trusted,” which turned out to be funnier in 2024 than anyone intended. The clothes are still worth a look. The company behind them is a different business.
The story
Wood Wood was founded in Copenhagen in 2002. The brand’s About page and Danish trade outlet DM&T name three founders: Brian SS Jensen, Karl-Oskar Olsen and Magnus Carstensen, while many retailer profiles name two. It grew out of graffiti and 1990s street culture, started with graphic tees and expanded into a full line of casual clothing, concept stores and collaborations. DM&T lists partners including adidas, LEGO and Barbour, and one profile counts more than 50 collaborations across partners such as Nike and Eastpak.
By its 20th anniversary in 2022 the brand was working with artist Tal R and showing at Copenhagen Fashion Week. Earlier it had shown at London Fashion Week: Men’s, with its Fall/Winter 2019 collection about the outdoors and mountains. Other projects I could verify include a Double A x Moomin capsule in September 2018, an Artek Stool 60 in November 2022 and a Garfield capsule. I could not date its Timberland and Champion collaborations.
- 2002Founded in Copenhagen.
- 2018Double A x Moomin capsule; Copenhagen Airport store.
- January 2019Fall/Winter 2019 shown at London Fashion Week: Men’s.
- 202220th anniversary; the company loses DKK 32 million.
- 2023Stores in London’s Soho and Berlin close, after Aarhus and Frederiksberg.
- March 18, 2024Bankruptcy filing (The Local).
- April 2024DK Company agrees to take over the activities, excluding retail.
- Fall/Winter 2025Brian SS Jensen’s first collection as creative director (Highsnobiety).
- March 24, 2026DK Company says it will expand the brand in France.
- August 2026Fall/Winter 2026 “Field Studies” released.
The bankruptcy and the takeover
The Local reported that Wood Wood’s owners filed for bankruptcy on Monday, March 18, 2024, with the holding company Carrington confirming it, and that the Copenhagen store was closed that day. A data site says March 19, and Highsnobiety places the insolvency in 2023, so sources disagree on the date; the Danish trade and newswire reports I found point to March 2024. The trustee at the law firm Bruun & Hjejle said buyers had already shown interest.
About two weeks later DK Company, which describes itself as Denmark’s second-largest fashion group and also owns Gestuz, Matinique, !Solid and Ichi, agreed with the trustee to take over the activities, but not the retail business, so the Copenhagen shops were not part of the first deal. Group CEO Jens Poulsen said the group had “the deepest respect” for the brand’s soul, and Morten Dybdahl became brand director. PitchBook dates the acquisition to April 5, 2024.
Wood Wood now
The look has softened. The Fall/Winter 2026 collection, “Field Studies,” draws on the Nordic Highlands: oversized wool coats, 1970s-style shearling leathers, two-tone bouclé knits and reworked tartans, per Hypebeast, with fleece, lumberjack overshirts and padded nylon coach jackets in the Double A line, per The Glass Magazine. It has been available since August 2026 through the flagship, online and select stockists. Its Spring/Summer 2026 editorial was shot in Tokyo, per woodwood.com, but I found no Japan-specific retail or sales data.
Main line
Coats, jackets, knitwear, tees, trousers and accessories. I did not collect main-line prices.
Double A by Wood Wood
The more accessible second line: hoodies, tracksuits, cargo trousers and coach jackets.
Collaborations
Past partners include adidas, Barbour, Eastpak, LEGO, Artek and Tal R.
Expansion
DK Company has said it is targeting France and Germany, with a team covering 200+ stockists.
Price chart: how deep the discounts run
Share taken off the original price on Double A and main-line listings seen on October 24, 2026. Full bar equals 80%.
Percentages are my calculation from listed sale and original prices. Original prices point to a mid-premium range. These may be last-season items; check the season before buying.
Chart: Wood Wood’s last published year, before the bankruptcy
Fiscal 2022, in millions of Danish kroner. Full bar equals DKK 35 million.
Source: Main Insights. Grey bars are losses. Revenue for that year was not given in the source I used.
Chart: the owner, DK Company, is a different scale of business
Group turnover in billions of Danish kroner. Full bar equals DKK 6 billion. These are not Wood Wood figures.
Sources: Fashion Forum, CB Insights and FashionNetwork. The period for the latest figure is not stated.
Where to buy
| Channel | What you get | Notes |
|---|---|---|
| woodwood.com | Main line and Double A | The brand’s own site, with regional versions |
| Boozt | Main line and Double A | Lists DK Company A/S as the manufacturer contact |
| ASOS | Double A by Wood Wood | Frequent sales |
| Select stockists | Seasonal collections | DK Company says its team covers 200+ stockists |
Wood Wood’s own stores are an open question. The 2024 takeover excluded retail and the brand director has called own retail a natural next step, so check the website before assuming any shop is open. I found no official authentication guide; buy from the sources above and compare item numbers with the product page.
What the numbers say
There is no recent Wood Wood result to chart. The only brand-level figures I found are from 2022, before the collapse. DK Company does not break out Wood Wood, and a data site’s $7.9 million revenue figure conflicts with the brand’s history and is not sourced to filings, so I leave it out. The takeover tells you something different: a group with over DKK 5 billion in turnover chose to buy the brand without its shops, which suggests it values the name and wholesale distribution over the retail estate.
| Metric | Available? | Notes |
|---|---|---|
| Wood Wood revenue | No | Only an unreliable directory figure |
| Wood Wood profit | 2022 only | Loss after tax of DKK 32 million |
| Regional split | Partly | 21 physical-retail markets through nine offices (FashionNetwork) |
| DK Company results | Yes | 2023, 2024 and a 2026 turnover marker |
How it compares
| Label | Base | Roots | Our guide |
|---|---|---|---|
| Wood Wood | Copenhagen | Graffiti and 1990s street culture; DK Company-owned | This guide |
| WTAPS | Tokyo | Military and workwear | WTAPS guide |
| Wasted Youth | Tokyo | Skate and punk, VERDY | Wasted Youth guide |
| Wales Bonner | London | Heritage tailoring | Wales Bonner guide |
Questions
What is Wood Wood?
A Copenhagen streetwear and fashion brand founded in 2002.
Did Wood Wood go bankrupt?
Yes. Its owners filed for bankruptcy on March 18, 2024, according to The Local, and DK Company took over the activities, excluding retail.
Who owns Wood Wood?
DK Company, a Danish fashion group.
Who designs Wood Wood?
Highsnobiety reports Brian SS Jensen is creative director, with Fall/Winter 2025 his first collection.
What is Double A by Wood Wood?
The brand’s second, more accessible line.
What is the latest collection?
Fall/Winter 2026 “Field Studies,” available since August 2026. I found no confirmed Spring/Summer 2027 date.
Is Wood Wood Japanese?
No, it is Danish, though its Spring/Summer 2026 editorial was shot in Tokyo.
Is there financial data?
Only 2022 figures from before the bankruptcy, plus DK Company group results.
Janet Arklis
Janet Arklis is a fashion writer at Street Iconic. She covers streetwear brands, designer collaborations, sneaker culture and Japanese fashion, with a focus on how a label’s history, ownership and design choices shape what ends up on the rack. Her guides trace where a brand came from, what it sells and what it costs, and she flags anything she could not verify.
Research support: AI tools working from public sources. Sources are listed at the end of every guide.
Keep reading
WTAPS
Tokyo’s military-minded streetwear label.
Wasted Youth
VERDY’s Tokyo skate and punk label.
Woolrich
Another heritage brand with a new owner.
All brand guides
Browse every Street Iconic brand explainer.
Sources
- The Local: Wood Wood announces bankruptcy
- DM&T: DK Company overtager Wood Wood
- Main Insights: DK Company acquires Wood Wood
- PitchBook: Wood Wood
- Highsnobiety: Wood Wood is nearly 25 years old
- FashionNetwork: Wood Wood targets expansion in France
- Hypebeast: Wood Wood FW26 Field Studies
- The Glass Magazine: Wood Wood Fall 2026
- Fashion Forum: DK Company annual results
- Wood Wood: About
- Wood Wood: Spring/Summer 2026 editorial, Tokyo
- Boozt: WWPalle jacket (price)
- ASOS: Double A James hoodie (price)
- Wikipedia: Wood Wood
Street Iconic is independent and not affiliated with Wood Wood or DK Company. Prices change; retailer prices were seen on October 24, 2026 and other figures checked in October and November 2026. See our Disclaimer and Affiliate Disclosure.
