Carsten Holm launched WODEN in 2013 with three key principals in mind "fashion, functionality and anatomy". Keeping Scandinavian design values and the environment in mind, the sustainable label strives to replace as many synthetic materials as possible from the construction of its covetable shoes, swapping traditional leather for fish leather, using a minimum of 10% recycled rubber in their soles, and crafting their insoles with eco-conscious cork.