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Our philosophy

From our founders

Wolf & Badger is the B Corp-certified home to more than 2000 independent brands from around the world, creating a forward-thinking global community built upon the age-old pillars of skill and craftsmanship. Our platform provides an effortless way to find sustainably and ethically produced jewellery, homeware, accessories, fashion and beauty, without compromising on quality and design. We are building a community of ethical brands and conscious consumers who positively impact the world, creating a future in which every element of retail is fair and frictionless for everyone. Read our 2022 Sustainability Report here, and join us on our journey!

Read our report

Our Story

Wolf & Badger was founded by brothers Henry & George Graham in 2010 with a boutique in Notting Hill, expanding 2 years later to a second location in Mayfair. Responding to a high global demand for independent design, Henry and George launched, replicating the physical retail concept as a digital platform. Since then the two London stores have transformed into a three-level, 12,000-square-foot flagship independent department store in King's Cross. Now stateside, with stores in New York and Los Angeles, Wolf & Badger has become a global physical and digital platform, reaching millions of conscious consumers and brands worldwide.

Ethical Sourcing

We have always sourced our products from independent designers, 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 designers 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.

Conscious Business

In 2021 Wolf & Badger joined the B Corp community in making business a force for good by becoming the first B Corp certified marketplace in the UK. Purpose is at the heart of everything we do and through our guarantees initiative we incentivise and encourage our partner brands to consider all stakeholders in their supply chains, and therefore to produce more sustainably and 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. In 2021 our efforts towards this aim were recognised in Wolf & Badger being named Drapers Sustainable Retailer of the Year, as well as Best Ethical Retailer in the Marie Claire Sustainability Awards.

Transparency & Communication

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!

Global Community

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 designers, 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 designers as well as accessing independent designers around the world.

Longevity & Quality

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.

Guarantee Index

Our business model was formulated to work harmoniously with the environment and local communities, rather than exploiting them. We want to communicate this clearly to our customers so they can make informed decisions. We have therefore created a set of guarantees to celebrate how our partner brands currently consider the environment and the people involved in the production process, but also to encourage and incentivise our brands to incorporate these principles further into their business models. We are the first established multi-brand retailer to clearly index our entire product catalogue according to sustainable attributes. This is a pilot initiative and we will be working with our brands constantly to ensure that we are at the forefront of ethical retail, and are upholding these values.

Happy worker

Workers are paid at least the national minimum wage and the brand is transparent in disclosing all their direct suppliers. The worker's labour rights are respected; no child labour or human trafficking is involved in the production of the collection; the manufacturer is compliant with all local health and safety regulations.

No nasties

No parabens, SLS, petroleum, mineral oil, phthalates, formaldehyde or synthetic fragrances are used in any of the products in this collection.

Cruelty free

The products and constituent ingredients in this collection are not tested on animals.

Re/Upcycled Materials

The products in this collection are made with at least 50% recycled or upcycled materials.

Charitable Donation

At least 1% of this brand’s sales go to a charity partner.


Alternative materials/ingredients have been used where an animal product would normally be used.

Responsible Packaging

All packaging in this collection is either biodegradable, compostable or made of recycled materials.

Carbon Reduction

This brand is reducing its carbon footprint either through offsetting or operational reduction strategies.

Preferred Animal Materials

This brand has sourced animal materials that are either traceable to farm level, third-party certified by an animal welfare standard or recycled in origin.

Non toxic dyes

The materials in this collection are free from AZO dyes and phthalates.

Skilled Artisan

This collection is entirely made in the designer’s studio and/or by an artisan collective, and/or seeks to preserve traditional handicraft techniques.


The material or ingredients in this collection are at least 80% derived from organic farming.

Natural Materials

At least 90% of ingredients or materials in this collection are derived from natural, non-synthetic sources.

Ethical Leader

This brand is a sustainability leader, incorporating environmental and social impact into all decision making and practices.

Independent Brand

All brands are independently owned by the designer themselves.

Are you a designer?

Wolf & Badger is always seeking talented designers to join our platform. Our innovative 'serviced retail' concept provides an opportunity for independent brands to showcase and retail their premium collections direct to consumers, through a dedicated space online and in our Wolf & Badger stores in London or New York.

Apply here

Spotted something that doesn’t meet our high standards? Please let us know anonymously via this contact form.

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