As a sub-cultural founded lifestyle brand, its founders grew up with graffiti and street culture in the 1990s. They mix high-end fashion, sports and streetwear with youth and urban culture, art and music. A Wood Wood yellow T-shirt was worn by Sigrid in the video for "Strangers" giving the brand international exposure. It is described as Contemporary Streetwear.Wood Wood has a strong sports component. It started as a small shop selling T-shirts and evolved into well-established fashion brand showing new collections in Florence and London.