Wolf & Badger started in 2010 as a small boutique in London's Notting Hill showcasing emerging and sustainable brands to a local community of design lovers. Following its initial success and recognising the rapidly growing demand for ethically produced, made-to-last and creatively innovative collections from next-generation design talent, the founders – brothers Henry and George Graham – took the shop online as a way to further develop their innovative approach to fair retail and in response to demand for the concept from an increasingly international audience. Wolf & Badger continues to evolve and grow as now the leading platform for independent brands, with its online destination and stores in London, New York City and Los Angeles helping to better connect conscious consumers with ethical brands worldwide.

We have always sourced our products from independent brands, not sold farmed fur, or exotic skins and have been a proponent of slow fashion cycles. We have now put into action a formalised ‘Guarantee’ framework and vetting system to ensure that brands are incentivised to source and manufacture sustainably and ethically. We have done this by attributing our ‘guarantees’ to brands who have achieved a specific minimum standard across the different aspects of conscious retail and production. Our Vetting Team works tirelessly to ensure that brands are meeting our standards. Our ‘W&B Guarantees’ not only place good practice at the forefront of our retail model, but also ease the way for people to consume consciously.

Wolf & Badger is a proud member of the B Corp community, striving to make business a force for good. As the first B Corp certified marketplace in the UK, purpose is at the heart of everything we do. Through our Guarantees we incentivise and encourage our partner brands to consider all stakeholders in their supply chains, and to therefore produce more sustainably and more responsibly. We are building a community of ethical brands and conscious consumers who positively impact the world together. We envision a future in which every element of retail is fair and frictionless for everyone. Our efforts towards this aim have been recognised in Wolf & Badger being named Drapers Sustainable Retailer of the Year, as well as Best Ethical Retailer in the Marie Claire Sustainability Awards.

Consumers currently face an onslaught of misleading content. We made the decision to strive for honest, fact-checked content, and fully vetted products and brands. This is why you will see controversial issues dealt with head-on in our communication. We offer informative and truthful editorial, highlighting the reasons why we work with the brands we do, and why we offer the products we offer. We hope that in doing this, we offer a resource where consumers have more agency over their consumption choices with us or elsewhere. We are making a concerted effort to improve the retail landscape, but acknowledge that we still have a long way to go!

Our purpose-driven team strives tirelessly to create a global community, bringing together local brands in order to create a more human-centred approach to consumption. We do this by ensuring that the majority of sales go directly to brands, so that they can continue to innovate. A customer can follow the journey of an item and interact with its creator through in-store events, making it easy for consumers to shop their local brands as well as accessing independent brands around the world.

Our retail model reframes fashion consumption to focus on longevity, in direct contrast with fast-fashion. We develop lasting relationships with our brands, some of whom we have worked with since we launched in 2010. They offer collections with designs which stand the test of time, often made in small production runs and with enduring materials. Rather than framing products around trends, we place emphasis on the creators, the stories behind products and their uniqueness. We hope consumers will embrace buying quality pieces which will last a lifetime thus engaging with fashion whilst also considering the environment.