Wolf & Badger Puts Sustainability at Centre Stage
As sustainability becomes more important to shopping and luxury platforms, these platforms look to new ways to encourage shoppers to make responsible choices. Small, curated shops have been offering sustainable wares for years now, and resale luxury sites keep the circular economy moving. Yet, in spite of endless marketing campaigns on their behalf, few luxury sellers have launched any tangible pathways to sustainable fashion.
Bring in London & NYC based Wolf & Badger. The luxury, and semi-luxury platform touts itself as the place for independent, ethical and unique brands, only offering brands with an ethos. And while it is not necessarily a sustainable seller by name or tagline, the website makes ethical decision making easier than ever for the client.
According to the platform themselves, they formed all the way back in 2010 "with the intention of disrupting a deteriorating high street", noting the oddly specific challenges to shopping sustainably. Henry and George Graham, the brothers who created the platform, assured that their goal was to take the difficulty out of shopping sustainably, putting ethical products in one place, and in a format that was much easier to search.
"the brothers who formed the platform, assured that their goal was to take the difficulty out of shopping sustainably, putting ethical products in one place, and in a format that was much easier to search."
The platform buys and organizes their products based off of a system of guarantees, which are all signified by easy to follow icons. These guarantees allow clients to prioritize what features they look for in sustainable clothes, and also avoid wordy and empty sustainability promises made by brands. Instead, Wolf & Badger does the research for you, only buying from brands that they can assure follow these guarantees. Gone are the days of wondering "is this brand actually sustainable or are they just greenwashing?", Wolf & Badger has the power to ensure it on your behalf.
Wolf & Badger works within a plethora of guarantees, allowing designers with all sorts of ethical focuses to receive a spotlight on their platform. While some of these guarantees, like Happy Worker, Cruelty Free or Artisan are recognizable to the average shopper, the brand also introduces new challenges that exist within the fashion system, allowing consumers to consider their impact to a further extent while shopping. For instance, Co-Product signifies that a piece is created from bi-products of the food industry and Mother Earth highlights that a product is made from 90% plant-based products. As consumers, it can be difficult to keep in mind all of the issues the industry poses, especially while shopping, however the Wolf & Badger's clean and clear icons keep them at the forefront.
The multiplicity of this platform's guarantees recognizes that the fashion industry has a vast array of ethical problems. However, by including so many guarantees, they allow brands of a variety of focuses to sell through their platform, ensuring that no brand is punished or excluded for addressing a different set of problems compared to another. This inclusion recognizes that individual brands and consumers can't be responsible for fixing all of fashions MANY problems at once. Instead, it highlights how small, focused changes are impactful and are worth it in making a difference.
"This inclusion recognizes that individual brands and consumers can't be responsible for fixing all of fashions MANY problems at once. Instead, it highlights how small, focused changes are impactful and are worth it in making a difference."
And it doesn't take going to their "about" page to really discover garments that align with your morals. When searching through their product catalogue, Wolf & Badger allows consumers to search by Sustainability Status. This drop-down menu lists off each of the platform's aforementioned guarantees, offering consumers a choice at what ethics they're looking for in a product. This method, again, brings sustainable design to the forefront, reminding clients that much like price and colour, ethical alignment should be a factor in selecting a product.
Once you find your garment, those same guarantee icons are arranged across the product description page, ensuring that the client is made aware of every ethical asset this item has to offer. Wolf & Badger also stays certain in including a little description on the brand's commitments on each description page to keep you thinking and on track.
This incredibly user-friendly experience reminds us that sustainability doesn't have to be a bonus. Instead, responsible fashion can quite simply be baked into the shopping experience, ensuring that we all bare it in mind while making our selection. If we truly want to change consumer behaviour, let's follow Wolf & Badger's example, making sustainable fashion guaranteed, easy to find, and always on top of mind. After all, the easiest time to lose track of our shopping morals is the moment we hit "add to cart" on AliExpress.