Store Visit: Wildfang

About a year ago Wildfang started as online store based in Portland and a few months back opened a storefront that is one of the most fun shopping experiences we’ve had! Complete with swings, carving wall, a giant wooden tee pee that serves as a dressing room the store is filled with some pretty amazing clothing and accessories! A new kind of buying experience for women, a one stop shop for the perfect pair of boyfriend denim, slouchy tees, oversized coats and practical footwear. Wildfang is a tomboy’s mecca for all things adventurous, free spirited and chic! Co-founders Emma Mcllroy and Julia Parsley recruited a talented group of friends to help with the stores build out,  making it as fun and well designed as it is: Eric Trine, Aaron Belchere, Flying Hammer, Spencer Staley (Good Mod), Mark Searcy, ACME and Randi Whipple. Wildfang also carries some of our favorite Portland brands like BRIDGE & BURN, Chester Wallace, Grayling Goods, Made On The Moon, TBA (Solestruck), Magic Hour, Norwood and Sticks & Stones. And speaking of tomboy’s Wildfang just released Wildfang X Petals and Peacocks collection - you can now snag the perfect tee, crop top, jersey or tank with the TOM BOY logo on it! Stop by and embrace your inner Wildfang! 

Also don't forget to attend the Wildfang's 1 year anniversary party next Friday 3/14! 5-8 at Wildfang and from 8 - close at White Owl Social Club, with bands Hurry Up and The Ghost Ease and DJ Hero Worship. 


Questions answered by Emma Mcllroy

1. Tell us about Wildfang

We launched our website in March 2013 and our store in August 2013. But the idea came to us back in 2010 and we spent three years planning, researching and building the team and the brand. It's been a wild ride. Our store is on SE Grand right beside Coava Coffee - come past anytime and carve your name on our wall or take on our paper airplane challenge.

2. What made you decide to open a store front?

Our customers asked for it. They'd say "hey don't ship my order, I want to come in to your office, pick it up, meet the team and try on some other stuff". So we thought, 'hey maybe we should build a store?'

3. What is the concept behind the store?

It was always intended to be the home of our brand. The home of the tomboy. It combines everything you love about Tomboy with all the personality and charm of Wildfang. Lots of things in space were inspired by our tomboy childhoods - like the treehouse changing room and the giant carving wall with swings. It's supposed to be really fun and interactive and unique. 

4. How did you come up with the name Wildfang?

Wildfang means 'tomboy' in German. I stumbled across the word when trying to name our company. It sounded like either a rock band or a children's book, which is kind of perfect for us. We like to think of ourselves as highly loveable baddasses. 

5. How do you find designers you showcase in your shop?

That's all down to our awesome buyer Sally. She works her tail off to find new brands you haven't seen before as well as all the tomboy staples. We spend a ton of time in LA, Vegas and NYC meeting with brands. We also love it when our girl sends us recommendations of her favorite brands, that she'd love us to carry.

6. What are your top 3 favorite things in the store right now?

Oooooh that's a tricky one! OK here goes....

#1 Pretty Paisley Button Up 

#2 Whose your caddy pants?

#3 Mechanic romper

7. What’s a funny shop story you have?

When we had our launch party we hoped for 200 people to turn up. Instead over 500 turned up and we went through 700 beers, 70 bottles of wine in 2.5 hours. Wow - it was epic!!

8. Who are your style icons?

For me it's probably Patti Smith or Keith Richards. I'm a rocker at heart. For Jules it's probably Agyness Deyn and for Tara it's Punky Brewster (!). Also Tara (our Creative Director) has been known to say that she has no muses and is, in fact, her own muse.

9. Tell us two truths and a lie.

I once met Patti Smith and sang "G-L-O-R-I-A" into her mic when she played at an after party for Ralph Nader.

I wrote a children's book called Emma's A Gem and it'll be published later this year.

When I was 7 years old I found a 200M year old dinosaur and it's still in Belfast museum.

10. Where are your favorite places to shop?

I shop vintage a bunch. Love Ruth and the guys at Rad Summer, also Sarah at Yo! Vintage - both offer amazing, one-off vintage. And I can usually be found hanging out at Solestruck - I utterly love their shoes.