Soho Speaks: WOOD WOOD

We caught up with Farai Jackson, Space Manager at WOOD WOOD, to find out more about the Soho concept store 

Soho Speaks is a series of interviews to celebrate the independent businesses in our creative hub of London.  We loved speaking to Farai, Space Manager at WOOD WOOD to find out more about their sustainability initiatives and what item everyone needs in their wardrobe this Winter. 

What is the top selling item/style in the Wood Wood store? 

Our top selling item at the moment is the Wood Wood men's Fabian Shirt in Black. It's a lovely mid weight fabric and perfect for layering.

We also carry products from various external brands and from those the Salomon XT-4 Advanced in both mens and womens which has sold very well.

How can people support the brand in the lead up to Christmas?

By browsing WoodWood.Com. We have the full collection of items available in our London store online and much more. By following us on social media, it will keep you up to date on new product launches and everything happening in the world of Wood Wood.

What does ‘Soho’ mean to you?

Community and friendship. The moment we moved to the area our neighbouring stores and locals have been so welcoming and friendly. You definitely feel a strong sense that everyone looks out for one another here. It is so nice to have regulars and people from other stores simply call in for a chat and to see how you are.

Are there any exclusive promotions/collections coming out for Christmas?

It's worth keeping any eye on our Instagram and Facebook pages for updates on new product launches. We have just launched our Christmas Gift Guide online which is helpful for anyone stuck for present ideas.

What are the top 5 places in Soho you do your Christmas shopping?

 Aēsop, Très Bien, Liberty London, Ganni and The Great Frog.

What item does everyone need in their wardrobe this winter?

100% our Filip Coat! a timeless piece that will keep you warm and looking good for many winters to come.



Does Wood Wood have any sustainability initiatives?

Our most recent sustainability initiative is our take-back program, Artefact. This program allows customers to return pre-worn Wood Wood clothing.

In exchange for your return, you receive a discount off your next Wood Wood branded item. After careful inspection and cleaning, the clothes are ready to be resold on our Artefact online platform and MUSEUM store, providing customers with the opportunity to revisit and reuse previous collections. Through this circularity, clothes will see multiple lives rather than getting disposed of.

Launched as part of a UN development program Artefact aims to limit excess, whilst simultaneously allowing Wood Wood to engage with our customers in a more extensive dialogue. To us, it is essential to communicate the timelessness and longevity of our collections. Currently, Artefact is only accessible in Denmark, but we are continuously working on expanding availability.

Who would be your dream client to style? 

Luka Sabbat, he has a great sense of style and I think he would look amazing in our AW20 collection :) .

What did you get up to during the second lockdown?

It was only four weeks this time so ......kept a routine, eating pizza and attempted to train my cat to give high fives.

What is a little known fact about Wood Wood? 

Our first Wood Wood store was opened in 2002 in a small wine shop in Krystalgade, Copenhagen by Karl Oskar Olsen and Brian SS Jensen. We sold limited screen printed Wood Wood t-shirts, collectable toys, art books and other hand picked products.

Fast forward to 2020 where we now have 7 stores, Karl and Brian's name remains above the door and our DNA very much remains the same.



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Discover the concept store at 3 Berwick Street.