After Copenhagen and Berlin, Danish fashion label Wood Wood opened a new store in the heart of Vienna in December 2009. Wood Wood has its roots in sneaker culture as well as in the young avant-garde fashion scene. Its well-balanced mixture of high-end fashion, down-to-earth design and street wear has gained numerous followers within the last few years. The clothing is very wearable without being ordinary with playful details and up-to-date fashions, while not adhering to new fads obsessively. Wood Wood believes in friendliness. From the interior to the employees (and the clothes of course), the stores are characterized by an unpretentious and open-minded environment. Many hard-to-find sneakers, clothes, vinyl toys, magazines and more will are available exclusively at the store in the Austrian capital. Wood Wood is well known for its regular collaborations with other labels, so that the shop space is not acting solely as a point of sale, but also showcases the work of young artists, illustrators, photographers and other creative leaders of the scene.