Wolf and Badger

Wolf & Badger was founded by brothers Henry & George Graham in 2010 with a small boutique in Notting Hill, expanding 2 years later to a second location in Mayfair. With a high global demand for independent design, Henry and George replicated the physical retail concept in an online platform, wolfandbadger.com. Since then the two London stores have transformed into a three-level, 12,000 square foot department store in Coal Drops Yard, King’s Cross collaborating with restaurant partner hicce and many more seasonal and permanent, complementary concession partners. Now stateside, with a flagship store in Soho in New York, Wolf & Badger has become a global physical and online platform, reaching millions of customers worldwide.


W&B have always sourced their products from independent designers, not sold farmed fur, or exotic skins and have been a proponent of slow fashion cycles. They have now put into action a formalised framework to ensure that designers are incentivised to source and manufacture sustainably and ethically. W&B have done this by attributing icons to brands who have achieved a certain minimum standard across the different verticals of conscious retail and production. W&B icons not only place good practice at the forefront of their retail model, but also ease the way for people to consume consciously.


A primary goal of the retail model is to sell commodity products in a way that is sustainable for the planet and for all stakeholders. They are declaring a Climate Emergency and are commiting to address the urgency of the environmental situation will be put into action by reducing and offsetting our carbon emissions as a business. W&B is working towards ensuring that all of their packaging is recyclable and made of recycled materials. and are also working towards achieving B-Corp certification.