Unique finds, unique curations, unique people.
Independents
25th Jun '26
| By The Wolf & Badger Team
Luke Evans speaks on his experience starting a fashion brand BDXY Studio, its core values, and his personal approach to sustainability.
We caught up with actor and singer, Luke Evans (@thereallukeevans), about the process of founding his independent brand BDXY Studio, from the Hollywood inspirations behind the label to the values sitting at its core.
1
Can you share a bit about your journey into fashion? What inspired you to start an apparel and lifestyle brand?
The interesting part isn’t just that I started a fashion brand. It’s that fashion has quietly followed me my entire life from different directions. My mother was a seamstress, so I grew up around fabrics, patterns and clothes being made by hand. At the same time, my career put me in rooms with some of the world’s most talented costume designers and fashion houses, teaching me how powerful clothing can be in shaping confidence, identity, and presence.
Over the years, I realised I was constantly searching for the same thing: the perfect essentials. The perfect white T-shirt. The perfect swim short, socks underwear. The pieces you reach for every day because they simply make you feel good. BDXY was born from that obsession.
Fashion has always been part of storytelling for me - costume, character and confidence are deeply connected. BDXY came from wanting to create the pieces I could never quite find: timeless essentials that make people feel their best, every day.


2
Your career has moved through theatre, film, and TV. Are there any parallels you’ve drawn between the acting and fashion spaces?
Both are about transformation and self-expression; what you wear can change how you carry yourself. Whether it’s a character on screen or someone walking into a room, confidence and presence is often the first thing people notice. There’s a kinetic energy to these spaces.
3
Where does BDXY, with its Old Hollywood inspirations and mission to instill comfort and confidence in its wearers, fit between the two?
BDXY sits right at that intersection of storytelling and real life. We take the confidence and glamour of Old Hollywood and translate it into modern essentials people can genuinely live in. We’ve always been inspired by the men of Old Hollywood - not because they were fashionable in the modern sense, but because they possessed a natural confidence and ease. Men like Paul Newman, Steve McQueen, Cary Grant, and later John F. Kennedy Jr. had an effortless style that never felt over-considered. They could wear a white T-shirt, a pair of shorts, or a simple sweater and they never looked like they were trying too hard. Their confidence came from authenticity, not from chasing trends. That’s something we’ve tried to build into BDXY. We design elevated essentials that don’t demand attention but quietly earn it. Pieces that allow the wearer to be the focus, not the clothing. BDXY is our modern interpretation of that philosophy.


4
When launching BDXY, are there any factors that influenced your approach? When in the process did sustainability become a core value for the brand
One of the things that influenced our approach from the very beginning was a desire to be intentional about what we created and how much of it we produced. We never wanted BDXY to be a brand chasing endless collections or encouraging unnecessary consumption. Instead, we focused on creating timeless pieces that people would genuinely want to wear for years.
Sustainability became part of the conversation very early on. We made a conscious decision to work with more responsible fabrics wherever possible - materials such as TENCEL™, organic cotton, recycled fibers, and regenerated yarns that offer both quality and a lower environmental impact. It was important to us that sustainability didn’t come at the expense of comfort, performance or style.
We also chose to produce in smaller quantities. That approach can be more challenging from a business perspective, but it allows us to avoid excess stock, reduce waste and be much more thoughtful about what we put into the world. As a relatively young independent brand, we’ve been able to build those principles into our DNA from the start rather than trying to retrofit them later.
Ultimately, our goal has always been simple: create fewer things, make them better, and ensure every piece earns its place in someone’s wardrobe. That’s where sustainability and good design naturally meet.
5
What do you think is the role of platforms like Wolf & Badger—and the independent, ethical designers they support—in creating a more sustainable future?
Platforms like Wolf & Badger play a really important role because they give independent brands a voice in an industry that is often dominated by scale and volume. Many smaller brands are doing incredible work when it comes to responsible sourcing, thoughtful production, and product quality, but they don’t always have the marketing budgets or distribution networks to compete with much larger businesses. The more consumers discover independent brands focused on quality over volume, the better it is for the industry as a whole.


6
How do you personally approach sustainability in your own work, both with BDXY and with other projects?
I’ve become much more conscious over the years about longevity. I find myself asking the same question: will this still have value in five- or ten-years’ time? With BDXY, that means investing in better fabrics, producing smaller runs, and designing products that aren’t tied to a particular season or trend. We would rather someone own a few pieces they genuinely love and wear repeatedly than a wardrobe full of things that are forgotten after a few months.
On a personal level, I’ve always believed in quality over quantity. Perhaps that’s something that comes with experience. I buy less than I used to, but I buy more thoughtfully. I think sustainability isn’t just about materials and manufacturing; it’s also about changing our relationship with consumption and learning to value things for longer.
7
What’s next for you and BDXY? Are there any upcoming projects or collaborations you’re excited about?
We’re focused on growing BDXY organically, expanding into new markets and building meaningful partnerships.
It’s a very exciting time for both BDXY and me personally. While I’m currently immersed in my work on stage in New York, we’re also continuing to build BDXY in a very deliberate way. We’ve spent the past few years establishing the foundations of the brand, refining our products and understanding exactly who we are.
The next chapter is about expanding our reach while staying true to what makes us different. We have new product categories we’re developing, new markets we’re exploring and some wonderful collaborations in discussion. But whatever comes next, the goal remains the same as it was on day one: to create beautifully made products that help people feel confident, comfortable, and completely themselves.
