Over the past eleven years, WILDFANG has not just entered the market; it has revolutionized it by addressing a significant gap in gender fluid fashion. The brand’s inception was a direct response to the lack of practical, stylish options that catered to a diverse audience seeking both comfort and functionality in clothing.
Founded by three visionaries from Nike, WILDFANG began as a solution to the absence of “really cool blazers and functional pockets” in women’s fashion. This gap in the market was the catalyst for the brand’s creation, as the founders sought to provide what they couldn’t find elsewhere—leading them to design clothes that defied gender norms and offered utility.
The brand’s journey was met with initial skepticism, with the concept deemed too specialized for a broad market. However, the founders’ steadfast belief in their vision propelled WILDFANG forward. They understood that their potential consumer base was not just a “couple of girls in the Pacific Northwest” but a whole community yearning for representation in fashion.
As WILDFANG grew, it became a safe space for individuals to express themselves authentically. “We’re meeting people where they’re at on their gender expression journey. We’re creating a space where everyone feels safe enough to be their authentic self,” says Janea Olton, Wholesale Director at WILDFANG. This commitment to inclusivity filled a void in the market, drawing in customers who had long been overlooked by traditional fashion retailers.
Now, in 2024, WILDFANG’s expansion into wholesale with partners like Urban Outfitters is a testament to its success in filling that market gap. The brand’s offerings, from the iconic button-ups to the versatile coveralls, are designed with an obsessive attention to fit, ensuring no chest gap—a common issue in women’s button-ups. The Essential and Empower collections further showcase WILDFANG’s dedication to providing options for every occasion and style.
WILDFANG’s success is not just in its sales figures but in its impact. It has set a new standard in the fashion industry, proving that clothing can be both gender fluid and widely appealing. As the brand continues to grow, it remains rooted in the ethos that sparked its founding: to offer clothing that empowers individuals to be their truest selves, bridging the gap in a market that is now more inclusive than ever.
