Josephine Skriver Global Ambassador for the Danish Shoe Brand WODEN

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From the blue waves to the catwalk – a partnership begins. WODEN is launching a collaboration with the international super model Josephine Skriver. A partnership that not only celebrates Danish craftmanship, but also focus on an innovative Scandinavian material: fish skin.

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Danish roots and global appearance

The choice of Josephine Skriver was not a coincidence. Josephine is known for her beauty and international recognition, but more interesting is it that she is also known for her engagement in the fashion industry and her connection to her Danish roots.

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“We have always had Josephine on the top of our list over people we would like to cooperate with, and when to opportunity arose, we did not hesitate.

“Josephine Skriver stands for everything that we value at WODEN. Her global appearance, her insight into the fashion industry combined with her strong relation to Denmark makes Josephine the perfect voice for our brand,” says CEO of WODEN, Carsten Holm.

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75% of WODEN A/S' revenue comes from international sales, and they believe that a profile like Josephine Skriver will help strengthen their brand awareness and identity outside the Danish borders. Additionally, she will help increase the focus on the core values that WODEN is working from.

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What to expect

Josephine Skriver is not only an ambassador but has been an active part of the process from concept ideas to the design and product promotion. Josephine has created her own shoe collection and with a partnership that started 8 months ago, WODEN’s approach to design and marketing has developed too. Soon you can experience many new initiatives and products, which proves the innovative partnership.

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Josephine Skriver says; “I have been a part of the fashion industry for many years and I’m happy to contribute with my experiences and inspirations to WODEN with new products, which people hopefully think are cool. That it’s a Danish company with a global appeal, is a perfect match for me.”

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“We are so excited that Josephine is part of getting WODEN on the global fashion map and we can’t wait to see how the partnership evolves” says CEO Carsten Holm.

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It’s a mindset

A greener footprint has always been a mindset that WODEN has worked with, i.a. by focusing on sustainable materials in their shoe collections. With this partnership WODEN’s focus has taken another step in the greener direction. The partnership has pushed the perception of how a greener footprint can be included in marketing initiatives and the use of new technology. For the first photoshoot with Josephine Skriver traveling to exotic locations were avoided to reduce the CO2 footprint. Instead AI technology was used for the photos. As an exciting new initiative you can also find 3D versions of selected shoes by WODEN, so you can virtually try the shoes on at home before you buy them hence saving unnecessary shipping. All initiatives spring from the thought: It’s a mindset.

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“With that we fully believe to push our perception and advance our mindset to be more sustainable,” explains Carsten Holm.

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Innovation from the depths of the ocean

Together, WODEN and Josephine Skriver present a unique collection under the name 'WODEN by Josephine Skriver'. This collection consists of carefully selected styles that Josephine has worked on with WODEN’s design team. The collection is mainly using fish skin, a waste product from the food industry that becomes tanned at WODEN’s own tannery, Nordic Fish Leather, located in Iceland. The collection includes different models like innovative sneakers, mom-daughter sneakers and a new product area for WODEN.

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First high heeled shoe from WODEN

The partnership with Josephine Skriver also welcomes a huge and revolutionary news for WODEN, their first high heeled shoe. The shoe has a unique heel covered with fish skin, which integrates the Natural Soft technology, that is a known feature in WODEN’s existing shoe and sneaker collection. This is the perfect example on how sustainable initiatives, ultimate comfort and fashion can be united to help lift the standard of a fashionable shoe, that is also comfortable to wear on the catwalk.

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The collection will be presented by Josephine Skriver and WODEN’s Founder, Carsten Holm on Thursday 30th of May 4.00 PM at a press event at WODEN’s head office in Aarhus. Later that day at 8.00 PM there will be a live event accessible for all of Josephine Skriver’s and WODEN’s followers.

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The collection will be accessible from the 15th of August 2024.

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For more information:

WODEN A/S: Carsten Holm, CEO, [email protected], +45 30485858

Josephine Skriver v/f Sports Group: Mads H. Frederiksen, founder, [email protected] +45 28340724