Reebok by Wood Wood, a collection that fails to represent British street style culture

Reebok by wood wood

                                                                                             Photo credit

Like every season, Wood Wood has signed a partnership with another fashion brand. After the previous collaborations with: Nike, BarbourEastpak, Adidas, Peter Sutherland, SO-ME, ChampionThis year they partnered with Reebok international limited (belonging to the British group Adidas AG) for the realization of the fall / winter 2015 collection.

Wood Wood is a contemporary fashion and lifestyle brand founded in 2002 and based in Copenhagen, Denmark, directed by co-founders Karl-Oskar Olsen and Brian SS Jensen.
Its background is a mix high fashion, sports and streetwear with youth culture, art and music creating the best possible product balanced between style and function.

This year’s collection is inspired by British street culture, one of my favorite subjects, but after seeing the collection, the enthusiasm that I had at the beginning later became disappointment.


The collection for me is totally unconnected to British street culture. The simplicity of the prints used all over t-shirts, hats and shoes, as well as the monochromatic mood fail, in my opinion, to represent the British street culture.

BRITISH STREET CULTURE is a lifestyle, it’s born from the desire to stand out, from it some important fashion trends were born, such as: punk, cybergoth, grunge. The latter have been of continuous inspiration for the collections of important brands like Iceberg, Ashish, Versace and Vivienne Westwood.

The collection inspired by this theme needs to convey a sense of rebellion, a sense of belonging, in order to be a collection with unique outfits. All in all, the outfits designed by Wood Wood for Reebok are trivial and ordinary, and you can easily find similar outfits and accessories at a more affordable price range.



Reebok by wood wood2

                                                                Photo credit


Furthermore, the idea of launching the collection on two different dates (pre-release) on Saturday November 14th only in 5 exclusive Wood Wood stores, and (the release) on Saturday November 28th, seems a bad marketing strategy, because it makes the wait less exciting.


Written by Michele Borrelli






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