About us; Danish heritage meets London design - VILDNIS



VILDNIS has strong Scandinavian roots. Danish born founder Ulla Vitting Richards grew up just outside one of the largest cities in Denmark, surrounded by fields, forests and the crashing waves of the sea. As well as proudly bearing the title of ‘happiest country in the world’, Denmark is a frontrunner in sustainability. Freedom, fairness, honesty, responsibility and protection of the environment are part of the national DNA.

Ulla's passion for fashion combined with insatiable wanderlust landed her in the fast-moving, forward-thinking fashion hub of London. Through her 16 years in the fashion industry – including as Head of Product for Britain’s leading high-end activewear brand  – Ulla has witnessed the numerous strengths of the industry, as well as many of the tired and devastating practices it has cultivated around the world. These experiences inspired her to be part of the change she wants to see.

Keeping the business close to the heart, the VILDNIS team also comprises Ulla's sister, her husband and a good friend. Together with Ulla they feel strongly about businesses taking responsibility for their impact on the environment and for the way workers in their supply chain are treated.

VILDNIS is founded on the team’s unwavering desire to drive a trend for sustainable fashion combined with our wish to make a positive contribution to the world.