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Dec 7, 2022
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Naked Wolfe opens London store on luxury-focused Bond Street

Dec 7, 2022

Luxury cult footwear label Naked Wolfe has launched a key store on London’s New Bond Street at number 163. It’s the firm’s very first directly-operated shop.

Naked Wolfe

It features a distinctive logo’d exterior, in the signature Naked Wolfe orange, with the AW22 womenswear and menswear collections on display inside, along with its original hero footwear styles. There are also exclusive-to-store pieces and never-seen-before new styles available. 

The brand was founded by siblings Bronte, Cooper, Cody, and Luke Mance who “found their love for shoes at an early age from their family white-labelling company”.

Originally based in Hong Kong, the Naked Wolfe concept was developed for 18 months before its founders opened offices in Los Angeles and London. 

They said the brand was “born out of frustration with the lack of representation within youth culture and inflated pricing of the luxury footwear industry”. And they added that “Naked Wolfe challenges all predecessors in the domain”.

What that means in practice is a ‘slow fashion’ brand that’s known particularly for its Spice platform boots and its strong Gen Z following, as well as celebrity fans including Billie Eilish, Hailey Bieber, Bella Hadid and Olivia Rodrigo.

It has built itself up in the past half-decade and is now stocked by big-name luxury retailers such as Selfridges, Harrods, Browns, Neiman Marcus and Saks.  

But a debut opening on Bond Street is a bold move for a still-young brand, although one that might have been expected for a label that has stomped its way into the consumer consciousness. And the siblings — who were named in last year’s Forbes 30 under 30 list — said their first store launch came as a result of growing consumer demand.  

Bronte Mance said: We saw an opportunity to offer a new aesthetic to designer footwear that differed from traditional fashion houses. This retail space marks a huge moment in Naked Wolfe’s history. We are beyond excited to be present on one of the most iconic luxury shopping streets in the world, sitting right next door to some of the world’s leading designer brands.”

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