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Chenu Alexis Published
July 11, 2025
The story of Wolf & Badger began in London in 2009, when brothers Henry and George Graham created a new multi-brand boutique concept dedicated to young premium and ethical ready-to-wear and jewelry brands that lacked the visibility and marketing platform.
A few months later, the brothers inaugurated their first physical address in London's busy Notting Hill district, with around 70 designers in attendance. A physical choice coupled with a digital platform that, to the founders' surprise, triggered enthusiasm among consumers.
Then followed the opening of a second store in New York in 2025, on Grand Street in the Soho district, and since a few days, at 8500 Melrose Avenue in Los Angeles, at the intersection with La Cienega boulevard, next to the Glossier cosmetics department store, Lululemon and the huge second-hand luxury store, The Real Real.
A new dream location for the founders of Wolf & Badger, a 200 square meters space dressed in a coquettish boutique atmosphere and which gathers about thirty British but also American and Californian women's ready-to-wear brands, all with creative and singular universes, and with an accessible price positioning between $150 and $500 each piece.
Among them, By Moumi's colorful and whimsical wardrobe, Nigel Curtiss' Paisley print shirts, Narces' evening and embroidered dresses or Molly Pepper's chic homewear collections.
Wolf & Badger also features a number of accessory and jewelry brands, such as Indy Sunglasses, the brand designed by Scottish designer Indie McFarlane and worn by Alicia Keys, and the extravagant and bohemian Meghan Fabulous. More than thirty premium jewelry brands are also on display, as well as Arms of Eve or Valerie Chic, and a few tableware and home decor brands complete the selection.
Wolf & Badger platform currently has about 20,000 products listed on its site. Since 2025, it is the only British online marketplace to be certified as a B Corporation, a label that brings together nearly 4,000 responsible retail companies in the United Kingdom recognized for their commitment to reinventing business by pursuing purpose, as well as profit.