September 2016

The Drapers Interview: How new brands join the Wolf & Badger set

The multichannel concept store that thrives by growing talent in-house and expanding in new ways

There is an air of moody coolness as I walk into premium indie Wolf & Badger’s new shop on Dover Street, Mayfair – its second location in London. DJ Jamie XX plays through the speakers. A blue beaded cape by womenswear brand Veil London hangs in the window and the dark walls are brightened up with colourful garments, accessories and jewellery. George Graham, chief executive and co-founder, dressed top to bottom in conservative dark blue, walks towards me with an outstretched hand. Around the corner in the cosy fitting room area is Henry Graham, his elder brother, looking slightly scrappier, more creative.