Shoppers are no longer satisfied with aesthetics alone. Increasingly, people want to know where their clothes come from, who made them, and under what conditions. This cultural shift is not just a trend; it’s a redefinition of value. At the heart of this movement stands Wolf & Badger, a company that has championed ethical design and independent makers since long before these values were fashionable.
The launch of their new flagship on Berwick Street in Soho is more than a change of address. It’s a statement of intent. In a part of London synonymous with creativity, subculture, and reinvention, Wolf & Badger is making its most significant mark yet. This report takes a closer look at the platform’s rise, the philosophy driving its success, and why this Soho location is more than just bricks and mortar.
Building Something Different How Two Brothers Changed the Rules
The story begins in 2010 with brothers Henry and George Graham, who set up their first boutique in Notting Hill. At the time, the fashion world was still largely dominated by major players, and smaller designers were frequently shut out of meaningful opportunities. The Grahams saw a gap, not just in the market, but in the conversation. Independent brands had stories to tell, but no one was listening.
Instead of creating another concept store, they built something entirely different. Their model, known as “serviced retail”, allowed designers to occupy space in-store and online while keeping over 75 percent of each sale. The idea wasn’t just to stock clothing and jewellery, it was to offer designers a platform, a voice, and a fairer deal. And customers responded.
By April of that same year, British Vogue had named the boutique one of the best in the country. Time Out ranked it among London’s top ten shops. The media attention validated what customers already knew: something special was happening in that little corner of west London.
A Marketplace With a Mission How Sustainability Became Non-Negotiable
Even in its earliest days, the business was rooted in principles that are now considered essential: transparency, fair labour, environmental care, and lasting quality. But for Wolf & Badger, these weren’t nice-to-haves they were non-negotiable. The aim was not only to stock beautiful things, but to challenge fast fashion’s disposability and mass production.
Today, that mission is spelled out in no uncertain terms. Their self-imposed standard is to build “a community of ethical brands and conscious consumers who positively impact the world together”. It’s a high bar and one they measure through a detailed system called the Guarantee Index.
The Index consists of 15 assurances that brands must meet to join the platform, from paying fair wages to using vegan or carbon-neutral materials. Labels can also demonstrate commitments such as “Happy Worker” (labour rights), “Skilled Artisan” (heritage craft), or “Fur-Free”. These guarantees allow shoppers to filter their choices according to values not just price or style.
Fun Fact: Wolf & Badger was the first UK marketplace to become a Certified B Corporation, joining an elite global group of businesses that meet strict standards for social and environmental performance.
From Boutique to Global Brand How Expansion Fueled Integrity
Far from diluting the brand, expansion has deepened its purpose. After the success of the original Notting Hill store, a temporary pop-up in Selfridges followed, then a permanent Mayfair location. By 2014, its website had won national recognition for design and functionality, solidifying its status as a hybrid retailer equally confident in physical and digital space.
A pivotal moment came in 2015, with the acquisition of online platform Boticca. This move not only expanded Wolf & Badger’s global reach but brought in a wider community of independent designers. That same year, Drapers awarded them Best Multi-Channel Retailer under £25 million — a testament to the strength of their omni-channel strategy.
In the years since, they’ve planted flags in New York’s SoHo, London’s King’s Cross, and Los Angeles. But 2024 marked a return to roots with a twist: a flagship location in Soho, at the centre of London’s creative heartbeat.
A Flagship With Purpose Inside the Soho Store at 102 Berwick Street
February 2024 saw the unveiling of the company’s new home at 102 Berwick Street, an address loaded with cultural resonance. Once known for its record shops and market stalls, Berwick Street has evolved into one of the most characterful stretches of central London — making it an ideal setting for a brand devoted to originality.
Spread over 1,400 square feet and designed by Augustus Brown Architects, the store is as thoughtful as the collections it houses. Instead of cramming products into every available inch, the space uses a minimalist palette to foreground each item. Brands don’t compete for attention; they breathe.
Everything is intentional. Black-and-white tones and glass vitrines create a calm visual rhythm, while the layout encourages lingering and discovery. Whether browsing jewellery, homeware, or sustainable fashion, shoppers are invited to slow down and engage.
More Than Shopping A Multi-Sensory Experience for the Conscious Consumer
At a time when traditional retail struggles to remain relevant, Wolf & Badger has positioned its Soho flagship as an experience, not just a store. In addition to showcasing over 100 independent brands, the space features a dedicated pop-up area, allowing for regular activations and events.
Floristry and greenery add a touch of nature to the space, while a bespoke styling suite offers one-to-one guidance. Customers can receive personalised advice or enjoy hands-on workshops that demystify the creative process.
Past events have ranged from artist-led live paintings and colour consultations to aromatherapy workshops and slow fashion panels. These gatherings are not marketing gimmicks. They’re part of a broader vision: to turn consumers into collaborators, and transactions into conversations.
Curated With Care What Shoppers Can Expect Inside
The collections themselves reflect the platform’s global reach and commitment to quality. While Wolf & Badger works with over 2,000 designers worldwide, the Soho store showcases a rotating selection from just over 100, giving each one space to shine.
Product categories span:
- Womenswear and menswear
- Jewellery and accessories
- Homeware and beauty
Every piece is selected for originality, craftsmanship, and ethical integrity. You won’t find fast fashion trends here — instead, you’ll encounter timeless silhouettes, recycled metals, regenerative leather, and artisan-level detail.
Some standout brands featured include:
- Farah Lina (USA): Luxury swimwear with a 60s European flair. Skilled Artisan, cruelty-free.
- Range Revolution (USA): Leather goods from regenerative ranches. Traceable leather, heirloom quality.
- F.J.K by Farah Kadhimi (UK): Elegant womenswear using non-toxic dyes and natural fibres.
- KORARU (Global): Circular swimwear brand with climate certification.
- Aaria London (UK): Recycled gold vermeil jewellery with a sun-kissed Greek aesthetic.
- ADW (USA): Multidisciplinary design from Philadelphia, blending art and wearability.
Sustainability With Substance Why the Ethical Claims Matter
It’s easy for brands to tout sustainability without offering proof. Wolf & Badger does the opposite. Every designer on the platform must pass a two-tier vetting process, starting with a universal Code of Ethics and then progressing to more specific standards tied to its Guarantee Index.
Customers browsing online or in-store can view which guarantees each item has earned, whether it’s carbon neutrality, vegan materials, or artisan production. This clarity is part of what keeps Wolf & Badger ahead of the curve.
The brand’s B Corp Certification, earned in 2021, speaks volumes. But they don’t stop at external badges. Internal sustainability reports are published annually, tracking metrics such as gender representation, ethnic diversity, and small-scale manufacturing. In 2024, for instance, 80 percent of designers identified as women, and over 50 percent were from ethnic minority backgrounds. These figures are not window dressing. They reflect a business model built on inclusion and equity.
Bringing It All Together Why the Store Matters to Soho
Soho has always been more than a postcode. It is a cultural bellwether, a test kitchen for fashion, music, and art. For a brand like Wolf & Badger, it offers more than footfall, it offers community. The decision to move their flagship to Berwick Street was as much about values as visibility.
George Graham, co-founder, summed it up plainly: “Soho is a globally recognised destination and home to many leading fashion and lifestyle brands, complementing our offer of sustainable and ethically sourced products.” The sentiment is echoed by property stakeholders who see the store as enhancing Soho’s commercial character.
What makes the location so well suited is not simply its history, but its continuing evolution. As fast fashion and chain stores dominate much of the West End, Soho has managed to retain its independent streak. Wolf & Badger fits here not because it tries to be trendy, but because it stands for something lasting.
Local Energy and Global Vision How the Store Reflects Changing Shopping Habits
What today’s consumers want from retail is shifting fast. Convenience still matters, but so does purpose. Soho locals find in Wolf & Badger a chance to shop responsibly, often discovering designers they might never encounter elsewhere. Meanwhile, for tourists, the store becomes a destination not just for unique gifts, but for insight into Britain’s contemporary design movement.
There’s also something undeniably modern about the way Wolf & Badger blends the local with the international. Many designers are based in the UK, but their outlooks, and their sourcing, are global. The result is a product selection that speaks to different cultures, techniques, and design philosophies, yet is united by a common thread of ethical production.
The store’s layout encourages dialogue. Events connect shoppers directly with the makers. Personal styling appointments cater to lifestyle rather than fast turnover. And unlike many boutiques that prize exclusivity above all, Wolf & Badger’s approach is refreshingly open.
Tackling Greenwashing How Wolf & Badger Builds Consumer Trust
In a landscape where “green” branding is often superficial, Wolf & Badger goes further. Every brand on the platform must adhere to its Guarantee Index, offering transparency not just in terms of materials, but also labour practices and supply chain traceability.
The platform publishes annual Impact Reports, publicly detailing its performance across sustainability, diversity, and ethics. Their 2024 report included the following benchmarks:
- 100% of brands independently owned
- 80% of designers identified as female
- 50%+ of designers from ethnic minority backgrounds
- 2700+ organic products on offer
- 56% of brands produce in small studios
- Net Zero targets for 2030
These aren’t mere marketing claims. They offer measurable indicators for consumers who want more from their purchases. And in a retail environment where trust can be hard to come by, this honesty matters.
Craft and Community The Real Value of Shopping Here
What separates Wolf & Badger from other ethical retailers is its ability to make sustainability feel personal. It’s not just about recycled materials or supply chains, it’s about stories. Every designer has a voice, and the store gives them a stage.
Workshops, meet-the-maker evenings, and in-store talks turn transactions into relationships. A purchase becomes part of a wider cultural exchange, between the person who made the product and the one who wears or displays it. This is retail as community, not just commerce.
The store’s concierge-style service, personal styling appointments, and gift-wrapping add polish, but they also reinforce the idea that thoughtful retail should feel considered at every level. Nothing is rushed, and nothing is impersonal.
The Digital-Physical Balance A Seamless Omnichannel Journey
Wolf & Badger has long understood the importance of blending online and in-store experiences. Unlike many brands that treat these as separate silos, their omnichannel approach is cohesive.
Customers can discover a brand online, then visit the store to try items on. Alternatively, they might attend an in-store event and later purchase online. Features like click-and-collect, easy returns, and clear delivery options remove common friction points.
This is especially important in a multi-brand environment where sizing and product details can vary. By offering tangible experiences and real-time assistance, the Soho store helps to bridge gaps that digital-only retailers can’t easily solve.
Customer Feedback What Shoppers Are Really Saying
On their website and independent platforms, Wolf & Badger consistently receives strong reviews. Customers highlight the uniqueness and beauty of the items, the quality of service, and the satisfaction of supporting ethical practices.
A rating of 4.5 out of 5 from over 50,000 reviews speaks volumes. Many users comment on the pleasure of discovering smaller designers, and on how easy it is to align purchases with personal values thanks to the visible guarantees on each product.
Of course, no business is perfect. Some shoppers find prices on the higher side, an expected consequence of supporting low-run, high-quality production. Others mention occasional sizing inconsistencies, inevitable in a marketplace that spans dozens of designers. A few critiques reference delays in delivery or online stock accuracy. Yet even these reviews often acknowledge the brand’s transparency and commitment to improvement.
When and How to Visit Making the Most of Your Trip
The Soho store is open Monday to Saturday from 10:00 am to 7:00 pm, and Sundays from 12:00 pm to 6:00 pm. To avoid the crowds, early weekdays are best, especially Tuesday and Wednesday mornings when foot traffic in central London is typically lower.
Planning a visit around one of the store’s events can elevate the experience. Keep an eye on their Eventbrite page or sign up for the newsletter to hear about upcoming workshops or designer meetups. If you’re making a day of it, nearby gems like Liberty London, Carnaby Street, or Flat White café on the same road make perfect complements to a trip.
A London Landmark in the Making Why This Store Matters
Wolf & Badger Soho represents a new kind of retail, one where transparency is baked into the business model, and where style doesn’t come at the expense of ethics. It’s not just about sustainability. It’s about thoughtfulness. About people. About placing value on things that last.
In a city teeming with shopping options, this flagship cuts through the noise. It feels purposeful without being preachy. Curated without being exclusive. Independent but globally relevant.
For the conscious shopper looking for authenticity, style, and social value, this store is more than a place to buy things. It’s a destination in the truest sense — a place where ideas, craft, and community all meet.
