At the core of Bird + Wolf is the belief that evolution doesn’t require reinvention, it requires consistency. As our community has grown globally, so has our responsibility to stay grounded in the principles that shaped us. Circular fashion allows us to do exactly that: to grow without excess, to expand without compromise. Every piece we create is designed with longevity in mind, encouraging wearers to build a relationship with their clothing rather than replace it.
We see value in the worn, the repaired, and the imperfect qualities that reflect real life and real use. By prioritising reuse and thoughtful production, we aim to slow the pace of fashion and shift focus from consumption to connection.
Bird + Wolf continues to evolve through collaboration, creativity and community, but our foundation remains unchanged. Circular fashion isn’t just part of our process, it’s embedded in our identity, shaping how we design, how we grow, and how we contribute to a more considered global fashion landscape.
We have grown organically, guided by one principle that has never changed: circular fashion comes first. From the very beginning, the brand was built around reworking existing garments rather than creating new ones unnecessarily. By upcycling authentic ex-army jackets, we chose durability, history and reuse as our starting point not trends or seasonal demand. Those early pieces defined our identity and set the tone for everything that followed.
As we grew, the process remained the same even as the reach expanded. What began as a small, hands-on operation is now worn and recognised globally, by people who value individuality and conscious design. Our jackets travel far beyond their original purpose, finding new life in wardrobes around the world while still carrying the marks of where they came from. That global presence hasn’t changed our direction, it’s reinforced it.
Growth for us has never meant scaling at the cost of our values. Instead, we’ve evolved carefully, introducing organic cotton essentials that follow the same circular mindset: low-waste production, printed to order, and made to last. Every decision is measured against longevity, responsibility and impact.
Circular fashion isn’t something Bird + Wolf adopted along the way it’s the reason we exist. Our evolution is simply a continuation of that belief: that the most meaningful fashion respects resources, honours the past, and creates space for garments to live longer, travel further, and matter more.