Chung Wai Cheung of Woodbird: “I learn from taking action rather than standing still”

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Since 2010, Woodbird has quietly established itself as one of Denmark’s most reliable fashion brands. Not through flashy gestures, but through a persistent focus on product, culture, and community. Today, the brand stands strong both in Denmark and abroad, carving out a space between Scandinavian minimalism and Asian influence.

Woodbird sees itself as a cultural brand rather than a traditional fashion label. With roots in both East and West, it strives to foster a more global, cultivated, and inclusive worldview.

At the helm is Chung Wai Cheung, driven from the start by a unique mix of intuition, energy, and hard work. Born in Denmark with roots in Hong Kong, he has built a brand that bridges worlds and narratives.

In conversation, Chung recounts his journey from a business school student with dreams of starting his own company to founder and CEO of a brand now sold in 16 markets. He speaks about learning through mistakes, standing by his decisions, and why a strong culture matters more than KPIs.

Chung is the kind of person you could spend hours with. He dives into detail while always keeping the bigger picture in mind: culture, people, and perseverance. Meet him here on dontt.dk.

"I don’t remember it as a negative experience, but I was made to be self-reliant from an early age."

Chung Wai Cheung, CEO & Founder, Woodbird

What did you dream of as a child?

As a child, I dreamed of becoming a professional footballer. It was a huge part of my youth. I was a fairly decent player, and of course, there were my friends too, so it felt natural to dream of that life.

Later, I also considered becoming an accountant because I loved mathematics and seeing tangible results. It made sense to practice and work hard. The common thread was always that when I committed to something, I gave it 100 percent.

That mindset has stayed with me ever since, and it continues to guide me at Woodbird.

Before founding Woodbird, Chung held several positions within the fashion industry. He gained a deep understanding of the dynamics at every level — from working on the shop floor to managing distribution, sales channels, and brand collaborations. It was this experience that laid the foundation for the journey that would eventually lead to Woodbird.

How did the idea for Woodbird begin to take shape?

It’s always interesting to reflect on this in hindsight, when you’ve learned so much along the way. It’s been a long journey to get here.

My interest in fashion started early. I remember being tasked with organising a fashion show at business school, and I threw all my energy into it. It sparked the same kind of excitement I had felt with football. I loved the feeling of creating something visually and seeing how people reacted.

After business school, I worked in a clothing store, quickly moving from trainee to store manager, which eventually led me to start my own agency. We both represented other brands and developed our own products. That’s where I got a taste of the entire machinery — everything from design to sales, negotiations, and building relationships. I approached it with the goal of creating products that would sell. Honestly, it was business before brand at the start. All that groundwork became the foundation for what would later become Woodbird — a completely new, huge challenge.

Building a coherent brand universe from scratch was something I had to learn along the way — through trial and error, adjustments, and dedicated effort. In many ways, that has been at the core ever since.

How did your upbringing and family influence your independence and work ethic?

My parents ran a restaurant, and I grew up in the middle of it. They worked when everyone else had time off, and I started helping out early. At 12, I was responsible for washing dishes and other practical tasks. It taught me responsibility and not to shy away from hard work. The way I grew up shaped me a lot. I don’t remember it as a negative experience, but I was made to be self-reliant from an early age.

“My low point became the beginning of Woodbird 2.0”

It’s always interesting to hear what we each carry with us from home, but today let’s focus on Woodbird. Which milestones stand out in the brand’s journey?

Fortunately, there have been many. They aren’t always the biggest on paper, but some stand out immediately.

One was entering the Dutch market as our first export destination, which showed us that our products could sell beyond Denmark.

Being stocked on Zalando at the time was another major moment.

Early on, we managed to sell 15,000 pairs of trousers in Denmark — a product that opened many doors and caught the attention of others in the industry.

But one of the biggest turning points came in January 2021, when I hit a wall and began to doubt whether we were in the right place. That low point became the beginning of Woodbird 2.0: we clarified our DNA, focused on personality, and communicated more clearly who we are. It changed everything.

In fact, that shift matters far more than the initial results I mentioned — it laid the foundation for everything that followed.

"We place a high value on culture and community, but it also comes with responsibility."

So, how does the business look today?

Factually, we are present in 16 markets and have grown steadily every year. The industry has gone through a lot over the past five to six years, so I’m naturally pleased with that.

There’s a strong energy around our brand, which I’m proud of. For me, it’s about respect — for the product, our customers, and our partners. We place a high value on culture and community, but that also comes with responsibility.

Last but not least, we have a strong team, which is the most important ingredient in building a great culture.

You mentioned the challenges in the industry. What do you see as the biggest change in fashion right now?

“The industry has become far more unpredictable. Consumers often know what they want before even entering a store, and this is true online as well. You can no longer rely on the product alone; the brand must own the story and the culture. You can see this in which brands have been most successful over the past few years.

We invest in storytelling and relationships, and that creates resonance. I think that’s the biggest change I see.

For Woodbird, it means we prioritize people before product.

We see ourselves as a culture brand. We don’t use lifestyle markers like music or sport as references, but instead work with culture as the core element — food, socio-culture, behavior, and humor. Not to point out differences, but to build bridges and foster a more inclusive way of seeing the world.”

"Much of my inspiration comes from intuition and spontaneous ideas."

What keeps you motivated?

It’s the team. The energy and dynamism we have internally makes me proud. Building something together and seeing people grow—that’s my driving force. Our culture has never been stronger, and it reflects in everything we do—sales, collaboration, events. We work with partners across Europe and push each other to improve. Internal competition is often healthy when it raises the bar for quality.

Where do you find inspiration right now?

Much of my inspiration comes from intuition and spontaneous ideas. I’ve always trusted my gut, and often it’s the small, unexpected inputs that spark something new.

A large part also comes from my colleagues. When you speak openly, share ideas, and even dare to disagree, magic happens. It’s in that dialogue and shared drive that the best ideas are born, often taking directions you didn’t anticipate.

The energy and spontaneity that emerge within the team inspire me daily and keep creativity flowing, both in everyday work and in larger strategic decisions.

What are your ambitions for the next few years?

Internally, we say we want to conquer the world—but with focus. We aim to build a strong Woodbird culture, not just maximize sales. That means saying no to certain opportunities so we can nurture the ones we have. We pursue meaningful growth, not growth for growth’s sake. It’s about staying true to our DNA and creating something we can be proud of.

We’re excited to follow Woodbird and Chung on their journey. Stay tuned here at dontt.dk.