Wills & Wild
"Curiosity has no uniform."
High-end children's apparel. Ten characters, ten worlds — all of them open to everyone.
The Idea
Boys can ride unicorns.
Girls can play football.
Wild & Wills doesn't swap themes. It opens them up. Finlow isn't a "boy version" of a mermaid — he's a merman, fully and completely, with a whale shark and a field journal and a tail that's entirely his own.
Every garment tells a complete little story. A watering can on the sleeve. A wolf crest on the chest. Arlo at the hem, planting something that will grow.
"Boys can be mermaids"
"Girls can rule the pitch"
"Boys can ride unicorns"
The Explorers
Meet the Characters
Ten worlds. Each one a garment. Each garment a story.
Bea
Dino Explorer
"She named him Barnaby. He's been following her everywhere since."
Storm
The Footballer
"She doesn't play the game. She rewrites the rules."
Flora
Botanical Biologist
"Every flower has a secret. Flora is patient enough to find it."
Mira
Ocean Cartographer
"Her maps have creatures in the blank spaces. On purpose."
Nova
Astronaut
"She sat on the moon and decided the universe needed more questions."
Finlow
Merman Oceanographer
"Half researcher, half ocean. Fully himself."
Caspian
Unicorn Guardian
"He didn't tame her. He earned her trust. That took three winters."
Jude
Ballet Dancer
"The studio is the only place where everything is exactly right."
Otto
Butterfly Boy
"They land on him because he never rushes. He considers this a superpower."
Arlo
The Gardener
"He planted a seed in March. He checks on it every morning, just in case."
The Details
Every stitch has a story
A small watering can embroidered on the sleeve. A wolf crest at the breast. The character themselves, small and perfect, stitched along the hem. Wild & Wills garments are built around a design language — not just a print, but a world you can wear.
Breast Emblem
Their signature object. Arlo's watering can. Storm's wolf crest.
Sleeve Motif
A secondary element from their world. Otto's chrysalis. Nova's Saturn ring.
Hem Detail
The character themselves, small, doing their thing at the bottom edge.
Limited First Collection
Join the Expedition
First collection drops in limited batches. Waitlist members get priority access and a digital Explorer's Field Journal with their first order.
No spam. Just adventures.