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Orienteer: Up until this point you have predominantly been involved in selling garments and footwear, so is it a different experience with the products you sell through Life™ Store?


WW: Well yeah, predominantly, but we were actually always very interested in having a mix of things present in our stores. Even in our first stores in the early 00s, there was a lot of focus on art, collectables, books etc. I guess the main difference is the type of products we now bring into the Life™ concept. We were always about seeking out rare things and bringing them together in a new context, but this project is more about everyday life and appreciating simple things. 


Orienteer: In regards to the recent opening of Life™ Store London, could you shed some light on the process of selecting pieces for this space?


WW: It's really based on the objects we use and appreciate in our own homes and lives. How do I prefer to make my coffee? From what kind of cup do I like to drink? That conversation slowly turned into this weird mix of vintage ceramics, garden tools, outdoor gear, bedwear etc. You could say the selection is more about individual pieces and less about brands.



Founded in 2002 by Brian Jensen and Karl-Oskar Olsen, Wood Wood has been at the forefront of streetwear culture for 20 years now with its reach extending beyond just physical products into community-driven projects and live exhibitions. As well as running their own eponymous label, aptly named Wood Wood, the Wood Wood universe shares products from the likes of Arc’teryx, Snow Peak and Diemme. 


What started in Copenhagen - Life™ Store - has recently manifested itself in London in a physical sense with assistance from Orienteer Mapazine. Inside the space, you will find a host of carefully hand-picked items that have been selected for a number of reasons whether that be their form, functionality or heritage. This includes Japanese pottery, outdoor equipment and Finnish design classics, with each product sharing one common denominator: it is designed with longevity in mind. 


We were lucky enough to borrow some time from Wood Wood co-founder, Brian SS Jensen, to discuss Life™ Store and an assortment of other topics. 


Orienteer: Is there a standout product in the store that you’d like to talk about?


WW: I have a personal connection to a lot of the products in the store, but I´d like to highlight the vintage Boro. Traditional Japanese Boro comes from reinforcing or stitching together old fabric pieces, which results in these incredible patchwork quilts. To me, they´re a symbol of craftsmanship, culture and this sort of unintended beauty which I really like.

This practice was born out of necessity and function and I'm sure the creator didn't intend for this blanket to hang on a wall to look at, but I think it's the best way to appreciate these pieces today. 


Orienteer: Is there a particular reason that London became the second destination for Life™ Store? 


WW: We always wanted to activate the basement in Brewer Street, and in the past, we´ve had a few temporary projects and social events down there. Unfortunately, the pandemic shut all that down, so we had to figure out another way to utilise the space. Since we were excited about how our Life™ Store in Copenhagen turned out, it made sense to introduce this concept to our London customers as well. 


Orienteer: What excites you and draws you into working with a partner like Orienteer?


WW: It's always a pleasure to meet new people with interesting projects and ideas and I think W.W. and Orienteer have a natural connection through our shared interest in outdoor life and technical garments.


ART DIRECTION by Orienteer mapazine

Photography by joel smedley

Text ali george hinkins

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