Wills Vegan Store
Rated: Great
Price: $$
Location: UK
Quick verdict
Wills Vegan Store is best for conscious consumers seeking stylish, durable vegan footwear and outerwear with a classic aesthetic, particularly professionals needing smart work shoes, outdoor enthusiasts wanting vegan hiking boots, and committed vegans seeking a brand that's been 100% vegan from day one. What stands out is their pioneering biodegradable sneaker technology, Italian bio-based vegan leather with 69% plant content, and carbon neutral operations since 2016. The main caveat is that there is no formal Code of Conduct and no evidence of living wage assurance, and transparency around supply chain specifics is limited.
Key info
- Headquarters
- London, UK
- Founded
- 2012
- Product categories
- Shoes, Vegan, Accessories
- Price range
- $$
- Key certifications
- PETA-Approved Vegan, Vegan Society Registered, Certified Carbon Neutral (since 2016), Global Recycled Standard, OEKO-TEX 100
Wills Vegan Store sustainability rating
Our ratings are based on a scale from 1 (We Avoid) to 5 (Excellent). How we rate
Rating breakdown
Italian bio-based vegan leather (69% plant-based cereal crop content) is genuinely progressive, and the world-first biodegradable sneaker line (Tencel, organic cotton, natural latex, Apinat outsoles) shows real innovation. However, 31% of the vegan leather remains polyurethane, and vegan suede is still 100% PU.
All manufacturing in Portugal (footwear) and Italy/Tuscany (clothing) under EU labour law protections, which is a strong baseline. But there is no formal Code of Conduct, no third-party factory audits (SA8000, BSCI, Fair Trade), and no evidence of living wage assurance beyond legal minimums.
Certified carbon neutral since 2016 covering all operations, manufacturing, shipping, and returns. Fully plastic-free packaging. "Return to Recycle" program turns end-of-life products into new outsoles and uppers. The gap: carbon neutrality relies on nature-based offsets rather than absolute emissions reductions, and no specific CO₂ data is published.
The brand communicates its materials and environmental practices well on product pages and its sustainability timeline. However, there is no published factory list, no annual impact report, no specific emissions data, and no third-party social audits. This is the brand's weakest area.
Priced in the mid-premium vegan footwear bracket (boots £95–£129, sneakers ~£111, jackets £130–£200+). Comparable to NAE Vegan Shoes and Good Guys Don't Wear Leather, and cheaper than luxury brands like Bourgeois Boheme. The 365-day free returns, free US shipping with no duties, and consistent no-sale pricing add significant value.
What they do well
- 100% vegan from inception. PETA-Approved Vegan status and Vegan Society registration (trademark embossed on all products), with no risk of accidentally buying non-vegan items.
- Material innovation leader. Pioneered the world's first fully biodegradable sneaker (LDN range, 2020) certified to EN 13432, EN 14995, and US ASTM D6400, with expanding biodegradable components across the wider range.
- Comprehensive carbon neutral operations since 2016, fully plastic-free packaging, and a Return to Recycle end-of-life program that turns old products into new outsoles and uppers.
- Genuine slow fashion model. No sales, no discounts, no Black Friday. Products designed as permanent collection pieces with customers regularly reporting 5–7+ years of wear.
Room for improvement
- Supply chain transparency and labour verification are the biggest gaps. No factory lists, no third-party social audits, no formal comprehensive Code of Conduct, and no evidence of living wage assurance beyond EU legal minimums. For a brand that leads in so many other areas, this is a notable and fixable shortcoming.
- Carbon neutrality relies on offsetting rather than absolute reduction. The brand doesn't publish specific CO₂ data or name its certifying body. In an era of increasing scrutiny of offset quality, more transparency here would strengthen credibility.
- Synthetic material dependency persists. Despite bio-based leather progress, 31% polyurethane remains in the core vegan leather, and vegan suede is 100% PU. Most products are not yet biodegradable, though the trajectory is clear.
About Wills Vegan Store
Will Green founded Wills Vegan Store in London in 2012 after working with Animal Aid and the Vegan Society inspired him to create a brand making stylish, high-quality vegan footwear accessible to mainstream consumers. The brand launched with men's work boots and has since expanded into a comprehensive vegan lifestyle brand covering footwear, outerwear, knitwear, dresses, and accessories (belts, bags, wallets, briefcases).
The brand's flagship material is Italian bio-based vegan leather made from cereal crops with 69% bio-oil content and a viscose (eucalyptus) backing, produced using water-based, non-solvent processes in Italy. In 2020, they launched the LDN biodegradable sneaker line, a genuine world first, using Tencel from FSC-certified wood, organic cotton, natural latex insoles, and Apinat bio-based outsoles. Recycled materials are used extensively: recycled rubber and TR outsoles, recycled polyester laces and linings, ECONYL recycled nylon, and Primaloft insulation (90% recycled).
Footwear is manufactured in Portugal and clothing/outerwear in Tuscany, Italy, both in family-run factories under EU employment law. Key certifications include PETA-Approved Vegan, Vegan Society Registered, Certified Carbon Neutral (since 2016), Global Recycled Standard, and OEKO-TEX 100. The brand is not B Corp certified and holds no Fair Trade or SA8000 certifications. Shipping is carbon neutral from warehouses in Essex (UK) and the Netherlands (EU), with free US delivery and a 365-day return policy.
The "no sales" slow fashion philosophy means pricing is consistent year-round. Boots range from £95–£129 (~$120–$160), sneakers ~£111 (~$137), and jackets £130–£200+ (~$160–$250+). This places them in the mid-premium bracket, comparable to NAE and Good Guys Don't Wear Leather but below luxury vegan labels like Bourgeois Boheme. Awards include VegNews Best Vegan Footwear (2020) and the PETA Achievement Award (2016).
Product highlights
WVSport Waterproof Hiking Boots
Waterproof hiking boots with bio-based vegan leather uppers and Vibram-style soles
~£129 / ~$159
Multiple outdoor bloggers confirm they match traditional hiking boot performance in traction, waterproofing, and sub-zero warmth
LDN Biodegradable Sneakers
World-first fully biodegradable sneakers with Tencel knit, natural latex insoles, and Apinat outsoles
~£111 / ~$137
Certified to EN 13432/EN 14995 and US ASTM D6400; zero fossil fuel-based plastics; a genuine industry innovation
Insulated Dock Boots
Flagship cold-weather boot with bio-based vegan leather, Primaloft insulation (90% recycled), and recycled fur lining
~£110–£116 / ~$137
Best-seller rated to -22°C; customers report 5+ years of wear; stylish enough for city, rugged enough for trails
Recycled Hooded Puffer Jacket
Jacket made almost entirely from recycled materials (ECONYL/Eco Circle shell, recycled polyamide insulation)
~£160–£200 / ~$200–$250
Demonstrates expansion beyond footwear; reduces energy and CO₂ by ~50% vs. virgin polyester; made in small batches in Tuscany
