Sheep Inc.

Sheep Inc. is a pioneering fashion brand reinventing how clothing is made, from the fibre up. As the world’s first carbon-negative label, Sheep Inc. crafts timeless garments using the planet’s finest natural fibres. Their signature blend of fine New Zealand Merino wool is farmed regeneratively, in harmony with land, sheep and soil.

By merging regenerative agriculture with an innovative supply chain approach, the brand delivers uncompromising quality with industry-defining impact. Every piece carries Sheep Inc.’s proprietary provenance technology — The Connected Dot — an NFC tag that lets you trace your garment’s journey back to the very farm and flock it came from. Designed in the U.K. and available worldwide, every piece is meticulously crafted to last for generations. A new benchmark for the fashion industry, this is regenerative luxury: rooted in nature, built to endure and designed to restore.

Our first-ever London store is designed as a sensory playground. More than a place to shop, it’s an immersive experience where customers can step fully into the world of Sheep Inc. The space combines a minimalist gallery feel with natural, regenerative materials including reclaimed wood, cork, wool textiles and pockets of greenery that echo pastoral landscapes.

Touch is at the heart of the journey: from ultra-soft New Zealand merino wool in our Softcore Room to interactive displays that invite exploration of the process from sheep to sweater. Sculptural sheep head mannequins, curated lighting and nature-inspired scents add to the atmosphere.

Customers can also discover the story behind every garment through our Connected Dot QR codes, which trace provenance, showcase regenerative farming practices, and even create a personalised digital capsule. We’ve collaborated with Mark Brown Studio on the store’s design and with artist James Shaw on bespoke furniture and lighting crafted from reclaimed materials. Every detail reflects our commitment to transparency, craft and impact.

The Soho store sets the tone for all future Sheep Inc. spaces: playful, tactile and ethically grounded, offering a retail experience unlike any other.