Permanent Shopping: New Woods for Vienna


The Wood Wood brand began by accident in Copenhagen when Karl Oskar Olsen and Brian Jensen, friends from the Danish Design Academy, moved their own T-shirt line and choice items from other labels into a former wood-panelled wine store. Inspired by GoodFellas‘ Tony Two-Times, they named the store Wood Wood. Since then, Olsen and Jensen have launched collaborations with sneaker brands such as Converse and Adidas and expanded to Berlin, Stockholm and now Vienna’s Neubau district.

After a three-week trial run in collaboration with VICE magazine and Berlin’s Pool gallery, Wood Wood decided to take root in Vienna. The pop-up shop featured Peter Beste’s Norwegian death-metal photos alongside club-kit and street style by Jeremy Scott, Berhard Willhelm and Head Porter. Wood Wood is set to become a bellwether on Vienna’s experimental fashion scene. Magdalena Vukovic, the former fashion editor of VICE Austria magazine, even runs the new outpost. Her own effortless cool and genuine warmth embodies the Wood Wood attitude, and she acts more as muse than manager for the new store. “We are people with emotions and we want that to shine through” Jon D. Sanders, the Berlin branch’s creative director, explains as we curl up on the stores leather sofa. “Young people are very diverse. We wear sneakers and Commes des Garcons. We shop at the flea market and are open minded, not one-directional. Wood Wood is intended to be a concept store that is not snobbish but friendly, eclectic and smart.”