Go on the Road with Wood Wood’s Intimate “Double A” Campaign
A raw, road trip-inspired tribute for the label’s FW25 collection.
Summary
- Wood Wood’s “Double A” campaign is a tribute to youth and friendship that accompanies its FW25 collection, “Sphere”
- Shot in a lo-fi, documentary-like feel, the campaign evokes the spontaneity of friends on a road trip
Wood Wood is set to launch a new campaign titled “Double A” for its Fall/Winter 2025 “Sphere” collection. Under the creative direction of Brian SS Jensen and Head of Design Gitte Wetter, the campaign moves beyond the broader collection’s themes of nature and futurism to focus on an intimate narrative: the unfiltered spirit of friendship, youth and the freedom of life on the road.
“Double A has always been about creating an accessible, everyday wardrobe, but this season we wanted to go deeper into the idea of friendships and shared experiences,” Jensen tells Hypebeast. He adds that “The campaign is all about youth, roadtrips and those small, magic moments you share with friends – loud music, windows down, no destination.”
The campaign’s visuals have a deliberately raw, documentary feel, capturing the spontaneous energy of a cross-country drive with friends. Rather than hyper-polished backdrops, the images focus on candid moments of togetherness, from impromptu roadside stops to the hum of late-night highways. “Everything felt very organic, really,” Jensen explains. “We wanted to create something like a real experience, something that felt like a memory… Letting things be imperfect, spontaneous.”
More than just a lookbook, the “Double A” campaign re-frames Wood Wood’s signature staples as vessels for shared memories and a collective energy. Jensen hopes people feel a sense of belonging in the clothes. “In general, I want people to feel comfortable and confident in our clothes, but maybe also like they’re part of something bigger – part of a shared story,” he says. “These are clothes you can throw on in the morning and know they’ll carry you through any kind of day. For me, this collection is about feeling young and free.”
Look for the official unveiling of “Double A” on Wood Wood’s official channels. In the meantime, you can preview moments from the upcoming campaign in the gallery.
