Setting a new norm in sustainable fashion - VILDNIS



We love fashion and we love all the beautiful places on the planet.

Unfortunately, these two great loves appear to be incompatible. The fashion industry is the third most polluting industry in the world, vastly overusing critical natural resources.

At VILDNIS, we’re united in our mission to replace the unsustainable practices in the fashion industry with a more responsible (yet equally stylish) new norm. That way we can continue to enjoy our love of great style, and also enjoy swimming in clean oceans and taking in the fresh air of flourishing rainforests. Oh, and we’ll make sure everyone involved in transforming the VILDNIS vision into your new favourite outfit is respected and treated fairly.  

It’s time to turn outdated perception on its head and prove that you can love fashion and love the planet. With environmentally friendly methods at our fingertips, it’s our responsibility to make fellow brands and consumers fall in love with the end product of sustainable fashion. It’s out with adjectives like ‘boring’, ‘beige’, ‘expensive’ and ‘hippie’. And in with the ‘contemporary’, accessible’, ‘edgy’ and ‘audacious’.

In fact, there’s one more word we can’t ignore as we introduce you to VILDNIS. Our very name, translated to ‘wilderness’ or ‘wildness’ from Danish, reflects both our connection with nature and our untamed style – always considered, never too polished.

In the spirit of being a little wild and inspiring change by challenging convention, the VILDNIS revolution is to create new demand for sustainable fashion by redefining the market. By adopting the smartest and truly responsible practices while delivering daring, modern collections, we will take sustainable fashion from buzzword to status quo.

And in the process, it’s you – our customer – who will change the world one outfit at a time.


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.

Ulla feels strongly about businesses taking responsibility for the conditions of the workers in their supply chain, and for their impact on the environment. VILDNIS is founded on Ulla’s unwavering desire to drive a trend for sustainable fashion combined with her wish to make a positive contribution to the world.