It’s hard to believe that George and Henry Graham only set up revolutionary brand Wolf & Badger a little over two years ago. Since then, it’s become one of Notting Hill’s most established boutiques. The brothers sought to open a fashion house with a difference, one that would promote and support independent talent in new generation design. “We’ve both long been fascinated not just with fashion but with all elements of art and design, from furniture to jewellery to ceramics,” explains George. “We were working in other jobs when, largely thanks to the recession, we realised there was an opportunity to work in a much more interesting field and create something new and unique with Wolf & Badger. We left our day jobs and now here we are.”
They find their designers and pieces by getting out and about at jewellery fairs, fashion shows and other events. “We’re also fortunate enough to have a great reputation in the industry and a lot of emerging designers approach us directly.” They tip Tomasz Donocik as the big jewellery name of the next few years, and Philippa Long for womenswear. “We both feel it’s incredibly important to support and nurture the talented brands of tomorrow,” says Henry.
Aside from the fashion, one of the first things you notice about Wolf & Badger is the achingly cool, modern interior. Although they have an input, the brothers attribute this to “fantastic” young RCA graduate architect Augustus Brown, who designed the original Ledbury Road store and continues to work with them on all projects. The recently opened Mayfair store also serves as a versatile gallery space, possibly the perfect platform for the boys’ love of art – they are keen followers and collectors of the Young British Artists movement. “We’ve just hosted an event from upcoming curatorial group YuMiHu and have other great events lined up”.
Next they may be looking for a third London store in London, possibly somewhere further east [they already own another in Porto Montenegro]. As long as they remain in Notting Hill, we’re happy.
We took some time out with George...
Why did you choose Ledbury Road for the first Wolf & Badger store?
We grew up in Notting Hill and love the area. Our uncle had an art gallery on Ledbury Road for many years. Despite the area changing a lot in recent years, it still has a great vibe and a real appreciation of creative talent.
If you weren’t in fashion, what would you be doing?
I could definitely see myself as a professional foodtaster. Is there such a thing?
Describe your ideal London weekend...
Henry: On Saturday, a jog in Hyde Park followed by a leisurely brunch at Tom’s Deli or Raoul’s. We’d pop into the Ledbury Store for one of the weekly designer trunk shows and then spend the rest of the day wandering around a gallery or two. Dinner and drinks in the evening, maybe at Opera Tavern in Covent Garden or one of the ;Polpo restaurants. Sundays involve doing as little as possible.
Describe your daily work wardrobe...
Today I am quite relaxed, wearing a pair of trousers from one of my favourite men's brands - Hentsch Man - and a cool t-shirt from Piano Necktie. Some days I dress up, some days I dress down; I just follow my mood.
If you weren’t involved in fashion, what do you think you would be doing?
I could definitely see myself as a professional food taster! Is that a thing?!
You also have a boutique in Porto Montenegro, why did you choose that location?
It's much sunnier there than London.
When your work takes you abroad, what do you miss about London?
Probably a weird thing to say, but I love the climate of London. It's nice not to feel too hot or too cold all the time. I also usually miss the great variety of food on offer - London is really leading the world with its restaurants these days; if I'm somewhere delicious like Italy or France then it's not too much bother though!
What inspires you daily?
Working with an incredible and passionate team of people at Wolf & Badger.
View Wolf & Badger on the Domus Nova Fashion Guide
View Augustus Brown on the Domus Nova Architecture Guide
Wolf & Badger, 46 Ledbury Road, London W11; wolfandbadger.com