Wild Clouds

We created Wild Clouds because we wanted more from our clothing. More sustainability, more longevity, more versatility, more comfort, and importantly we believe that sustainable clothing should be affordable and without a hefty price tag. We’re committed to slow fashion, making our seasonless clothing locally in London, using the most sustainable materials we can find. We want our clothes 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 that make our customers feel magical for years and years. Wild Clouds has been an independent, female-owned business since its inception in 2021.

Our story

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 and her disdain for boring clothes, what emerged was a micro-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.

Wild Clouds clothes are UK-made in small batches, using a beautiful blend of organic cotton and linen. They’re comfy enough for bed and fancy enough for dinner out. So whether you’re here looking for ethical loungewear, fun workwear or something for your next holiday, Wild Clouds might just have a magical outfit that can do it all.

We believe clothes should be:

• Kind to the planet - we use only the most sustainable materials we can find, and our clothes are made of 100% natural, compostable and vegan. Our breathable fabrics require less laundering, further reducing their carbon impact.

• Kind to people - our products are made locally in south London, by people paid the London living wage. We regularly visit our factory and examine our extended supply chains too.

• Made to last - our clothes are made of robust materials, in timeless designs that transcend seasons and trends. Our patterns are designed not to show stains, and we offer a repair service to keep your clothes going for longer.

• Versatile - our simple designs and whimsical prints lend themselves to all sorts of occasions. Our multi-use clothing makes super-comfy loungewear or PJs, and looks great out and about too.

• Inclusive - we have the ambition to make our clothes genderless, and our styles are designed to flatter all kinds of body shapes. We offer a made to order service for requests outside of our current size range - simply get in touch.

• Accessible - sustainability shouldn’t be a luxury. We don’t believe in huge markups, and strive to keep our clothing as affordable as possible.