When the Lifestyle Hub opens in December 2025 in Aarhus’s Sydhavn, fashion brand Woodbird joins the city’s thriving lifestyle community.
With roots in both Denmark and Hong Kong, founder and CEO Chung Wai Cheung has, since 2010, built a brand that unites Scandinavian simplicity with Asian street culture. According to the 41-year-old from Holstebro, Woodbird is a culture-bearing brand. It stands for people, food, music, and meetings — just as much as it stands for fashion.
For Chung, that’s exactly what makes the Lifestyle Hub a natural next step. Here, community isn’t just a word — it’s a way of working and thinking, and Woodbird brings that very energy into the house.
Read the Q&A with Woodbird to get a deeper insight into the brand’s universe, culture, and thoughts on becoming part of the Lifestyle Hub community.
Chung Wai Cheung grundlægger af Woodbird
Woodbird er et brand, der forener skandinavisk enkelthed med asiatisk street-kultur.
Woodbird er et brand, der forener skandinavisk enkelthed med asiatisk street-kultur.
I actually come from a sales background and I’m not a trained designer or buyer, but I’ve always had a strong passion for creating things. I believe in learning by doing. I learned to design, buy, and do graphic work through YouTube, friends, and acquaintances – and slowly but surely, I figured out how to build a brand.
I was born and raised in Denmark, but my father and his family are from Hong Kong. That culture has always influenced me – especially the respect for elders and people in general. The streetwear and street food culture have also been major sources of inspiration. Especially after becoming a father myself, I’ve realized how much my heritage means to me and to what I do. Many things have fallen into place since then.
About four years ago, we decided to create a food universe because it embodies emotions, tastes, and scents. There are always images of people sitting together around the table with their families, sharing dishes – a great image of the sense of community we try to build with the brand.
We are a culture-bearing brand. We try to create culture – both outwardly toward our customers and internally. We call it brand before business. That means we care more about who we work with than just doing business. We even have a little internal mantra: We don’t want to work with people we wouldn’t also want to have a beer with.
That also ties in with the food universe. For example, we launched a pop-up noodle shop in connection with CIFF (Copenhagen International Fashion Fair), and we dream of opening a restaurant. These are small seeds we’ve planted, so that when people see Woodbird, they also associate us with food. Everyone loves good food – and it’s just a bonus that we make cool clothes.
First and foremost, it’s the sense of community that Lifestyle Hub offers – the network, relationships, and collaborations that you don’t get when working alone. [...] It would be great to create a setup where this whole idea of community culminates in shared meals and an introduction to who we are. Food is a wonderful thing because it brings people together.
At the same time, it makes practical sense for us because many of us are from Aarhus. It’s about preserving the culture and community we’ve already built. Aarhus also makes us more interesting as a brand because the city attracts creative people.
In addition, Lifestyle Hub supports innovation and new talent – and with VIA right next door, it makes perfect sense. We have a good partnership with VIA and often take interns from there. We want to support new talent – there are so many uncut diamonds out there that you can both teach and learn from.
Definitely the team. I’m honored by the motivation and passion they bring every day. That’s what has brought us to where we are today. Of course, I’m also proud that we’re now represented by 650 retailers worldwide. But for me, the most important thing is that we’re doing it together – that the team understands the concept and culture and takes ownership of it.
I’m really looking forward to meeting everyone and being part of the community. I have no doubt it’s going to be great.
Woodbird er et brand, der forener skandinavisk enkelthed med asiatisk street-kultur.
Woodbird er et brand, der forener skandinavisk enkelthed med asiatisk street-kultur.
Woodbird er et brand, der forener skandinavisk enkelthed med asiatisk street-kultur.
Woodbird er et brand, der forener skandinavisk enkelthed med asiatisk street-kultur.
Woodbird er et brand, der forener skandinavisk enkelthed med asiatisk street-kultur. street-kultur.
Woodbird er et brand, der forener skandinavisk enkelthed med asiatisk street-kultur.
