BeWooden or the philosophy of gentlemenship


“In BeWooden, we live the philosophy. We do our best to act like gentlemen, because we believe this is something people tend to forget nowadays. For me, BeWooden is not just a business, it is my lifestyle.” Jan

The philosophy of gentlemenship

In the “Aarhus Fashion event” article I’ve already talked about the fashion brand BeWooden. But I thought that one sentence was not enough in light of the BeWooden’s innovative & unusual concept.

Gentlemenship, humanity, love and environmental-friendly approach“. Here is the values that BeWooden wants to convey. BeWooden is more than products, it’s a lifestyle. (It would explain the word “Be” in the brand’s name).

BeWooden offers bow ties for both men and women, wallets, belts and “gentlemen clothes” such as cufflinks, tie clips


Therefore, I got in touch with them on Facebook to learn a bit more about the brand.

Jan, the really nice Danish official distributor quickly answered me, here is a summary of our virtual exchange


BW’s history
BeWooden was born in Czech Republic and Denmark is one of its franchises

“Everything started in 2012, when a guy called Ctirad […] came up with an original idea of making men accessories from wood“.

Actually, BW has been expanded in Denmark thanks to social media! In 2015, Jan saw a BeWooden ad on Facebook and knew that this was something he had to bring to Denmark. 

Besides, the communication was pretty easy between him and the founder. Indeed, Jan comes from Czech Republic and thus share the same culture and language as Ctirad.

Ctirad – the founder of BeWooden 

But why wood ? The use of wood is based on “the BeWooden philosophy: “We believe in uniqueness of each person. Everyone is special, no matter the hight, sex, weight or skin color“. And the same goes with wood. You can never find two same pieces of wood – every single piece and, thus, our product, is original. […] Our products just underline who you are and what you believe in.” 


BW’s production

Everything is handmade. They choose the right wood and then “let the magic happening”. The production is in Czech Republic and the Danish team choose and buy their products. Here is a video of the process from scratch.

Everything is handmade 
BW’s communication
Since I am studying marketing and communication I asked Jan to tell me about the BW’s marketing process and how they communicate with their clients…
He said that “the whole communication is based on personal attitude. We don’t ever want to be one of those companies, who try to sell no matter what. We want to know what our customers think, what event do they want a product for, we wish them happy birthday when they celebrate.”
They consider that when someone buys their products, it will mean that they have something in common with the buyer. It will mean that they share the same values. Therefore they will feel close to this client and even consider him as a friend.
“Most of the communication goes through Facebook and other social networks. But what we like the most is to go out for a fashion fair and actually meet our customers. We can talk to them, hear their stories and can them ours. It’s almost romantic :)”



BW’s expansion
BeWooden is established in 8 countries in Europe (Czech Republic, Slovakia, Germany, Austria, Poland, Slovenia…) but they want to expand globally. Besides, they want to widen their product range so that BeWooden’s products can be used on a daily basis.
They deserve such an expansion because I believe that the concept of handicraft and being eco-friendly need to be more broadened in fashion. Plus, I love their approach that the brand won’t make the customer special because he’s already unique (cuz a brand does NOT make you unique Merde!). 

I also believe that being a man is being gentlemen so long live BeWooden !


BW’s link to Danish fashion
Since it’s a Czech Republican brand I was wondering how BW was linked to Danish fashion. Jan answered: “It fits perfectly, because Danes are all about high-quality extraordinary stuff. They just love to have something that is simple looking with great design. And I’d say it’s also the thing that it’s wood. They are really connected to the environment and have positive attitude towards natural materials. I even think the products fit Denmark more than they do in Czech”.


BW’s opinion about Danish fashion
Finally, I asked BeWooden what do they think about Danish fashion. According to Jan “Danish fashion is dark, simple and sexy“. He also talked about the Danish values based on the law of Jante (Janteloven) which is a list of 10 rules that explains how Scandinavians should think about one another :

  1. You’re not to think you are anything special.
  2. You’re not to think you are as good as us.
  3. You’re not to think you are smarter than us.
  4. You’re not to convince yourself that you are better than us.
  5. You’re not to think you know more than us.
  6. You’re not to think you are more important than us.
  7. You’re not to think you are good at anything.
  8. You’re not to laugh at us.
  9. You’re not to think anyone cares about you.
  10. You’re not to think you can teach us anything.

So “in Denmark people believe to be on the same level. They don’t like hierarchy“. That explains why they all dress the same and they don’t wear “fancy bold colors”. (This explains why i have this feeling that every shops here offer the same kind of clothes). Everything is in black, white or grey; “white sneakers, white long shirt, black pants, black leather jacket”.

The BeWooden’s spirit 


Talk about BeWooden and talk with BeWooden

BeWooden website /  fb_icon_325x325  / téléchargement


Thank you Jan for your time 😉



One thought on “BeWooden or the philosophy of gentlemenship

  1. My pleasure, Claire 🙂 Thank you very much for a great article and if you are ever in Denmark again, let me know, so we can go for a coffee!

    Take care,

    BeWooden Danmark


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