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Our Mission

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 latest Sustainability Report here, and join us on our journey!


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.


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.


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.

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.


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


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


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.


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


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


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.


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


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.


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


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


All brands are independently owned by the designer themselves.

Wolf & Badger is always seeking talented brands 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.


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

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