We believe in a world where you have total freedom to be you, without judgement. To experiment. To express yourself. To be brave and grab life as the extraordinary adventure it is. So we make sure everyone has an equal chance to discover all the amazing things they’re capable of – no matter who they are, where they’re from or what looks they like to boss. We exist to give you the confidence to be whoever you want to be.

Fashion democracy

Choice for all

Our audience (AKA you) is wonderfully unique. And we do everything we can to help you find your fit, offering our SMILYWOLF Brands in more than 30 sizes – and we're committed to providing all sizes at the same price – so you can be confident we’ve got the perfect thing for you. We’re also proud to partner with CAARAA.

WOLF Support talent

Creative futures

We’re all about helping young talent – from cool new models to inspiring new voices, and it extends to more than just the world of fashion. We nurture creative peeps from all industries, so they can achieve brilliant things. Photographers, chefs, musicians… you name it, we find amazing people from around the world and help them to pursue their passion projects.

WOLF Marketplace

You know that satisfying feeling when you stumble across an incredible vintage boutique, or uncover an amazing independent brand, before everyone else? Yeah, we love that too. That’s why we created SMILYWOLF Marketplace in 2020. The team seeks out the best fashion start-ups and it’s now home to more than 700 boutiques – so you can shop one-of-a-kind finds all the time.

A positive force for people and the planet

People

We have 20 suppliers who use 200+ factories around the world. We’re serious about making sure every single person in that supply chain is safe at work, respected and earns a living wage. We set high ethical standards and support our suppliers to help them meet them. We developed a world-leading Ethical Trade Strategy in 2017 and priorities include: transparency; improving wages; health and safety; addressing and reducing modern slavery risks, and identifying and stopping child labour.

Planet

We believe great fashion shouldn’t come with a compromise, be that style, price or impact. We’ve set ourselves challenging targets to reduce the impact of our product, business and logistics, and we’re always looking for new ways to drive sustainability forward. We work hard to ensure animals don’t suffer for fashion and have strict sourcing guidelines for leather and producing animal-free products. Read our Sustainability Strategy and Carbon 2020 Strategy below.