Wolf Eyewear was founded by your father Ian in 2009. What are the aspects in which your vision differs from his?
My vision is the same, only larger: Ian wanted a small UK business as with scale comes complexity, but mine is to take our product, team and community further and hopefully around the world. We are very proud of the community we have built that support our company, proud that our team continues to grow and bring new ideas to the business.

What elements set your brand apart within the industry?
Colour plays a distinctive role. We believe in product; we test to a high standard and want to push the boundaries of quality and style at the mid-price point. With regards to setting our business apart, we focus on product, service and experience.

What cultural or visual references influence your creative direction?
There is no one culture that inspires us. We approach this from a broad perspective, looking at how colour is interacted with in different cultures, from the bold block colours, to the subtle lamination that can enhance a simple colour. Lead by Sophie Grainger, our Product Director who has a fashion background, we design internally with external support, a full-scale process of data analysis and trend reviews.

Has the acquisition of White Optics (2024) been part of a broader expansion strategy?
White Optics product was a gap for Wolf, we didn't support our customers at every price point; now we can. This builds on our trust base and helps us build one of our core objectives of building a community around our business.

How are your relationships with retail partners evolving?
Our relationships are developing in a positive way; we are learning more about our customers' businesses in general, rather than just frame sales, how can we support with attracting consumers to the best clinical environment, what system and data do they track to get the most from their frame boards. We have a no barrier approach to business, meaning we swap product, don't have minimums and visit regularly, creating a good flow of product. This builds confidence to try different colours or shapes in-store.

What about your expansion?
We are early in our new partnership with Variation Design in France and that's going really well; we are now looking to expand throughout Europe. We test to a global harmonised standard which is recognised by all compliance organisations.