Bird + Wolf didn’t start with investors, offices or a five-year plan. It started in a garage.
No glossy launch. No hype machine. Just a clear idea, a relentless work ethic, and a belief that if you make something properly, the right people will find it.
That belief carried Bird + Wolf from the founder’s garage to the rails of Selfridges in just 18 months without shouting about it.
In the early days, everything was hands-on. Designing, packing, fixing mistakes, starting again. Every piece mattered because every piece represented the brand. There was no room for filler. If it didn’t feel right, it didn’t go out. That ethos, mindset and method hasn’t changed.
No Campaigns. Just Wearers.
What happened next wasn’t planned, but it was telling.
Stylists started pulling Bird + Wolf pieces. Then artists. Then actors. Then athletes. No announcements. Just people wearing it because it felt like them.
Now, Bird + Wolf sits quietly on the backs of hundreds of celebrities worldwide often untagged, uncredited, unnoticed by anyone except those who know. That’s the point.
This isn’t a brand built on visibility. It’s built on recognition.
If you know, you know.
Selfridges, Without the Noise
Landing in Selfridges within 18 months wasn’t a flex, it was validation. Proof that a brand can grow fast without cutting corners. That independence and clarity still matter. That product leads when it’s done right.
Bird + Wolf didn’t change to fit the space. The space made room.
The IYKYK Brand
Bird + Wolf doesn’t chase virality. It doesn’t explain itself. It doesn’t need to.
It exists in the space between confidence and restraint. Between heritage and now. Between being seen and being recognised.
People find it through word of mouth. Through a jacket worn on stage. Through a piece spotted in passing. Through that moment of wait… what is that jacket?
And that’s exactly how it’s meant to be.
Still Built the Same Way
The garage mindset never left. Every decision still runs through the same filter: does this feel honest? Does it earn its place? Would we wear it ourselves?
Bird + Wolf isn’t interested in being everywhere. Just in being itself.
PHOTO: SELFRIDGES