Because there’s no place quite like the Great British high street – from its niche independents, to seasonal Pop-Ups and those expansive yet elegant department stores – Because Magazine is on a mission to champion the bricks-and-mortar of London in all its glory. Each week, we’ll beeline to the rails of our favourite retailers to scope out the must-have pieces and in-store exclusives that are more than worth making an effort for. This week, we're in Soho to have a look around Wood Wood.

Copenhagen-based label Wood Wood has established its inaugural UK locale on Brewer Street in Soho. Founded in 2002 by Karl-Oskar Olsen and Brian SS Jensen, Wood Wood's has gained a cult following for its mix of high fashion melded with streetwear subculture.

Showcasing the label’s own mainline collection next to pieces from brands they love, the store curates contemporary clothing- its smart tailoring with playful graphics a favourite. Over the years, the brand itself has collaborated with the establishment, such as Adidas, Barbour and Nike, to create custom clothing as well as featuring smaller labels such as Peter Sutherland and So-Me in their stores. Curious to find out what’s hot at Wood Wood right now, we took a trip down Soho-way to meet up with Space Manager Farai Jackson and discover his picks from the collection.

What… Wood Wood x Timex Watch

Why… "It’s a collaboration we’ve done with Timex. I love it because it’s clean and simple. Obviously Timex is a really old company – 1844 or 1850, initially, I think. Because it’s so old, I like the fact it’s got a bit of heritage to it. And the collaboration with us was really nice, when you actually turn it on, it glows with a sign that says “GET LOST”. It’s nice because WOOD WOOD’s tagline is “Not to be Trusted” – in a nice way. It’s a nice little hidden feature. So that’s probably one of my favourite pieces." 

What…Wood Wood Olaf Vest

Why… "I love it just because it’s so versatile. From my point of view, it’s non-seasonal in regards to a good layering piece. It’s terms of inspiration, it’s kind of geared towards that outdoorsy, trekking vibe, which is quite on trend at the moment. I just think it’s a good piece to have in your wardrobe. It transcends from spring, summer to autumn, winter – no problem."

What… Pas Normal Studios x Porter Bag

Why… "I love Porter, it’s a really good Japanese bag brand. I’m not a cyclist but Pas Normal Studios make really nice cycling clothing. This is a musette but it fits my Mac perfectly inside so from my point of view, it’s not too big, not too small. I think it looks good and the price is really good, as well – about £128 and Porter is normally a lot more expensive. So, a good price for a quality bag."

Unveil more of London's brick-and-mortor:

+ Store Stories: Forte Forte

+ Store Stories: Levi's

+ Store Stories: Modern Society