05/09/2026
A new home for WAG&WOOL is coming.
One of the more difficult parts of building an independent brand is finding the time and space to think about what you want it to become.
Not simply what you want to sell, but how you want it to feel.
When we began thinking about our new website, I knew I wanted Wag and Wool to feel quieter, more considered and more connected to the things that have inspired it from the beginning: natural fibres, the British landscape, beautiful imperfections and, of course, dogs.
Working with Charlotte May Godfrey was such an important part of bringing it to life. She understood that we weren’t looking for perfect product photographs. We wanted texture, movement, character and images that felt lived in.
As an independent business, we believe deeply in working with and celebrating other independent makers and creatives. There is something very special about bringing different skills and perspectives together and seeing an idea become something more than you could have created alone.
These are a few fragments from the brief, and the images that came from it.
Our new home is nearly ready.
