BIRD + WOLF, EM ROBERTS

Bird + Wolf was never conceived as a fashion label. It began with instinct. Founder Em Roberts, whose career spans hairdressing, marketing, PR, film, music and brand consultancy, was wearing an up-cycled army jacket she had customised for herself when a stranger in Harrods asked to buy it straight off her back. The jacket carried a story. That moment became the spark for Bird + Wolf—an indie label born not from strategy, but from resonance.

Within eighteen months, the jackets were quietly stocked in Selfridges and embraced by a global following that included writers, musicians and actors—from Piper Kerman to Kelis, Stormzy, Sharleen Spiteri and Helen Mirren.

There were no campaigns, no noise. Just a growing network of people drawn to something authentic, expressive, and deeply personal. Bird + Wolf became an insider favourite—recognised not by logos, but by feeling.