Wooden's story begins when the first store opens in Verona in 2011. Wooden was born with the intent of giving people the opportunity to express their identity by choosing between different products that are always new and never repetitive.

The products are all made and designed in Italy with meticulous attention to fabrics and details. The collections are the result of a combination of Nordic style and Japanese street fashion. The focus is on a few products per collection because the goal is to dedicate the time and resources necessary to obtain the best results.