The denim scene is flocked with design and fashion brands that are all trying to get a piece of the cake. In 2009 Wood Wood introduced their denim concept known as Double Denim. The name is a reference to the repetition in the brand name. What makes the Double Denims stand out from other fashion brands doing jeans is the attention to craftsmansship and detail put into the products. The styling of the jeans is minimalistic and quality fabrics and perfect fitting are the main focus areas. But what it all comes down to in the end is the value of the name of the brand, and Wood Wood has truly made a name for themselves.
The line-up is as minimalistic as the design; two fits cover it. Fit 11 is a standard fit in the Wood Wood terminology, which translates into “tapered” in denim-nerd-language. It’s a classic 5 pocket jean with a donut button fly, shuttle loom woven selvage denim from Okiyama in Japan, no signage on the back pockets, double stitching on the inseam, chain stitched hems, and the jeans are sewn in Hong Kong in the factory that also does Levi’s Asia.
The fit of the jeans is inspired by a pair of 1998-edition 501 that co-owner of Wood Wood, Karl-Oskar bought at a flea market in Paris. However, he wanted the 11 to have slightly more drop crotch and a tapered leg. Already, compared to the 2003 501 the 1998 501 is more tapered.
This particular worn in pair of the 11 fit has been pre-loved by former Wood Wood employee, Frey Wilkinson. Actually, the jeans have already been feature on the Denimhunters earlier, but they deserve another round of applause.
Frey wore the jeans from dry for approximately 6 months before he rinsed them for the first time wearing the jeans while showering. After that he wore them for another 3-5 months before he finally washed them in the machine. His patience has payed off. Now they’ve been washed about 10 times.
The second fit of the Double Denim line-up is the 22, which Wood Wood denotes as a regular fit, and by regular they mean super tapered. It compares to the Levi’s 510 fittingwise. The 22 has many of the same features as the 11, but zip fly instead of buttons.
The Dark Vintage wash (above) has a cute story: a customer brought in a pair of Wood Wood jeans because the pocket lining against all odds had ripped. Coincidently Karl-Oskar was in the shop that day and he overheard the conversation between the customer and the shop assistent. When Karl-Oskar saw the jeans he immediately offered the customer two new pairs in return for his ripped worn-in jeans. The customer didn’t hesitate and took the offer, and Wood Wood got a pair of beautifully worn-in jeans of their own to use as inspiration for this pre-wash.
In addition to the dry and pre-washed Japanese selvage denims, the Double Denim concept is offered in a black overdyed fabric that is blue underneath and a Hong Kong-non-selvage fabric in both dry and a Light Vintage wash, which draws inspiration from a pair of pre-worn A.P.C. jeans that the other co-owner of the company, Brian (Biw) bought in Paris. Also, later this fall white denim will hit the store and for spring/summer 2013 Wood Wood will introduce three new washes.