ARTICLE NATASHA STAGG
PHOTOGRAPHY SACHA MARIC
STYLIST SEBASTIAN MACHADO
WOOD WOOD'S SECOND COLLECTION WITH EASTPAK PRE-DROPS DECEMBER 15TH, AND VMAN HAS THE EXCLUSIVE FIRST LOOK. CREATIVE DIRECTOR BRIAN SS JENSEN TELLS US ABOUT WHAT HE WAS WORKING WITH
What was the mission statement going into the project?
BSSJ I like to think this type of project is an opportunity to experiment and learn something new, and we started out only with a loose idea of where we wanted to end up. We of course wanted to follow up on the success of our first collaboration, but decided to go in a completely new direction with this project. I have always been attracted to outdoor and military gear and wanted to use elements from that, but keep the overall style light and sporty to reflect our Spring/Summer collection.
You're also the co-founder of Wood Wood. How did that start?
BSSJ We started out 10 years ago with no mission statement at all. My partner Karl and I have been friends since we were teenagers doing graffiti, and it all happened very naturally. We basically started doing T-shirts and needed a place to sell them, so we opened a store.
How was working with Eastpak?
BSSJ It was great. Eastpak has a lot of know-how and experience in producing bags, which was of course very helpful. After the first collection I felt very comfortable working with them again, and I wanted to experiment more with functionality and technical details this time. There was never any guidelines though, Eastpak were really open to all our ideas and worked hard to get things right.
Mainstream collaborations are becoming more and more accepted. Even a Maison Martin Margiela x H&M line was less controversial than we'd anticipated.
BSSJ In general I quite like when things clash and borders blur, but I don't think this type of thing works for everybody. Some brands would have been much better off without 'collaborating' for sure. I believe a good collaboration should result in something new and interesting, that neither of the partners could have done by themselves.
What's next for Wood Wood?
BSSJ More collections, more projects, more stores.
Where do we get these bags?
BSSJ Stores worldwide in January 2013, but there is a limited pre-drop December 15 at the Wood Wood stores and our webstore, plus Oki-Ni, Hunting and Collecting, Concrete, End Clothing and Uncensored.
GROOMING Rikke Dengsø TALENT Julius Gerhardt Art Direction Brian SS Jensen