W Magazine

March 2017

The Store Londoners like Cara Delevingne Go To for Under-the-Radar Brands Is Now Open in New York

Wolf & Badger launched in 2010 in Notting Hill, the brainchild of two brothers who set out to create an online marketplace and showroom that could help bring hundreds of independent brands directly to London shoppers. The founders, George and Henry Graham, followed up their Notting Hill showroom with a shop in Mayfair in 2012. London It girls, including Cara Delevingne and Rita Ora, flocked to the store, in order to get their hands on the under-the-radar brands. But it's not just the Brits who are fans of the store: Evan Rachel Wood, a noted lover of chic suits, recently wore a three-piece option by the relatively unknown label Hebe Studio. Now, it just got easier to buy their designs, thanks to Wolf & Badger’s first U.S. flagship location in New York City’s SoHo.