How it started
Disenchanted with the throwaway culture of the fashion industry she had known for years, Wild Clouds founder Franny started changing her buying habits for the better. Soon, the day came when she couldn’t find clothing that was well designed in unique prints that met her sustainability standards - so she decided to make her own. Wild Clouds was born.
Combining Franny’s love of the unusual with her affection for all things vibrant and uplifting, what emerged was a small collection of versatile wardrobe pieces in unique, whimsical prints inspired by mythology and nature. Staying true to her principles and using her 15 years of retail supply chain experience, she conducted extensive research into local production and the most planet-friendly materials out there.
Securing a brilliant local manufacturer was crucial for launching the small business. Fortunately, Tatiana from Phosphenes of London was just a ten-minute bike ride away from Franny, ensuring excellent communication and collaboration.
Our Mission... statement
We created Wild Clouds because we wanted more from our clothing. More sustainability, more longevity, more versatility and more accessibility.
We’re committed to slow fashion, making our seasonless clothing plastic free and 100% vegan in London and India, using the most sustainable materials and production practices we can find.
We want our garments to be thoughtful, accessible and playful, combining uniquely whimsical prints with practical silhouettes.
With our robust designs and repair promise, our ultimate goal is to create long-lived clothes, which have a positive impact on people and the planet, and make our customers feel magical for years and years.
Wild Clouds has been an independent, female-owned business since its inception in 2021.
Expand each to see all the beautiful detail
Our Planet Check List
Circular + Low Waste
We work to minimise waste throughout our Supply Chain, we utilise clever pattern cutting techniques, reuse our offcuts and minimise our packaging at all stages.
We also want to make sure our garments have a long lifespan, and do not end up in landfill; we use robust materials, simple designs and quality manufacturing (all our garments are finished with french seams for example).
We also work with deadstock fabric which is surplus fabric already made and not of use any more to the original designer, 25% of the garments we made in the last year (2023 May to 2024 May).
We believe in the environmental benefits of a slow fashion model, and only make in small batches to avoid waste. We also do not use polybags for storing/shipping (or at any other time) for our garments.
Our repair service keeps clothes in use for as long as possible, and once they do reach the end of their long lives, they’re fully compostable - to return to the same earth they came from. Or we will reclaim them from you!
End-of-life product reclamation - send your old unrepairable Wild Clouds garments back to us and we will re-use the components we can and recycle what can't be used.
In London 97% of our production offcuts are re-used, by making children's clothing and clever accessories, currently our newer manufacturer in India recycles all their off cuts and we need to work together to find a useful outlet for the use of off cuts with our new manufacturer in India.
Circularity is very important to us, and we’re actively working towards using fewer virgin materials.
Organic + Low Impact Fibres
We are committed to protecting biodiversity and the communities throughout our supply chain, using low impact and organic fibres allows us to minimise any impact. We use 100% low impact and natural fibres in the fabrics and trims we use for our clothing.
That means 100% of the cotton we use which isn't deadstock is certified GOTS or OCS organic cotton, we also use linen which grows fast without the need for extra irrigation and synthetic fertilisers. Our components are also all natural and organic down to the thread we use, and they are all Oeko-Tex 100 certified. See more in our Supply Chain materials section on this.
Plastic Free
100% of our clothing, right down to the thread, is plastic free. So no polyester, polypropylene ect. So no micro plastics and the terrible impact on they have on the environment!
Our packaging is also plastic free, for our online orders we use certified compostable mailers.
Long Lasting
Our clothes are made of robust materials, in timeless designs that transcend seasons and trends. They are made to last. We also offer a repair promise which gives customers 2 years of free repairs for any wear and tear and outside of that we offer help, advice and spare fabric, buttons ect for repairs.
Reduced Emissions
Wild Clouds is a proud member of the SME Climate Hub, a global initiative that empowers small to medium sized companies to take climate action and build more resilient businesses. Through the SME Climate Hub, we commit to lowering our impact on the environment through authentic action, achieving net-zero emissions by 2030. In making the commitment, we have joined the United Nations Race to Zero campaign.
We currently measure our Scope 1 and 2 emissions and Scope 3 is an objectives for the next year (2024/2025)
Tree Planting
Whilst our mission is always to reduce carbon emissions at their source through clever design and carefully selected suppliers and processes, as part of our journey to become carbon neutral we have partnered with One Tribe. For every purchase you make, we protect 100 square meters of rainforest, read more about how this is done and how we are getting on here.
Our People Check List
Care for Suppliers
We make sure we pay over the living wage to our employees and our suppliers also pay living wage as minimum. Our suppliers also sign our Code of Conduct which includes guidelines on workplace diversity and inclusion, non-discrimination, child labour, human rights, living wages, employment laws, health, wellbeing, safety and environmental policies. We also audit our suppliers and revisit these guidelines once a year.
Accessible
Sustainable clothing shouldn’t be a luxury. We don’t believe in huge markups and accessibility in price is also very important to us, we offer sustainable clothing at a more affordable price compared to other similar products on the market.
Inclusive
We design the majority of our collection to be genderless and suits all ages, and our styles are designed to flatter all kinds of body shapes. We offer a made to order service for anyone outside of our current size range or for people with disabilities who require special fits.
Ethical marketing
In the imagery on our website the models have had no digital enhancements made such as airbrushing to alter the way the clothes look, we love them au naturel. We also choose a diverse range of models.
We are committed to transparent, responsible and honest marketing. We are signed up to the The Ethical Move pledge:
- We put the person before the sale.
- We respect you and your privacy. We will help you make the best choice for your needs, not ours.
- We communicate inclusively, truthfully, and clearly.
- We will not confuse you or hide information from you. We will help all audiences feel welcome.
- We take responsibility for our part in changing the marketplace.
- We recognise the need to break the cycle of consumerism.
- We will continuously review our sales and marketing to ensure they benefit the common good.
We count on you to hold us accountable. Please connect with us if you see us not honouring our pledge.
Our Supply Chains
Our journey began in South London, close to our founder Franny, allowing for easy visits. Our skilled workers at the factory are paid at least the London living wage. While committed to UK production, we've also partnered with Future Moda in India, a socially and environmentally responsible. Our focus on small-batch, responsible production minimises fabric waste and has a lower carbon footprint.
We are dedicated to social and environmental responsibility in our operations and supply chain, holding our suppliers to high standards through our Supplier Code of Conduct. We conduct assessments to ensure adherence to these standards and continuously seek sustainable fabrics and materials to improve our practices.
Measuring Our Impact
Measuring key criteria in our supply chains and operations is essential for tracking and improving our environmental and social impact. You can see what we track and how we are doing by clicking the button below. This is just the first stage for us, our suppliers have also started recording the energy and water usage during production and within a few months we will be able to report on this from financial year 2024/2025.
Business for people and planet
We operate in a fair and green way and we think all other companies should do this too. We seek to contribute to communities, workers and the environment, not take from them. We are a part of the Better Business Coalition, the Better Business Act which seeks to change the law so that it is no longer an option for business to pursue profit at the expense of workers, communities and the environment.
The Better Business Act would transform the way Britain does business so every single company takes ownership of its social and environmental impact.