Stockist Spotlight: Badger, Brighton

Badger has been part of Brighton for decades. Long before Far Afield existed, it was already one of those shops people here knew and trusted, somewhere with its own point of view, a friendly atmosphere, and a real feel for independent brands.

As a Brighton-born brand, it’s a place we’ve shopped ourselves for years. John and the team have also supported Far Afield for a long time. Shops like Badger matter because they do more than sell clothes, they help shape how people discover brands, build taste, and keep independent retail alive.

A Brighton independent since 1987

When did you open the store?

Badger was established in 1987. Originally in the building next door and then later into this one.

 

And how have things changed in that time?

Retail-wise, it’s changed massively in Brighton. When the shop opened, the North Laine wasn’t really a destination for people coming into town to shop. They tended to head for the South Lanes – Duke Street, East Street, those sorts of areas. Over the years that part of town has become less popular and more chain-oriented, while people have really begun to value the North Laine for its independence, the small shops and the choice. Whatever you want, you can find it.

 

Do you think that’s fairly unique to Brighton – such a large area of the city centre being predominantly independent?

There aren’t many places like Brighton. A lot of our customers come from towns where they’ve got no independents left, or from London, where there are very, very few. Brighton’s still got that independent spirit.

 

John Wears the Velzy Helio Stripe Knit Shirt

Adapting to changing times

Knowing how tough it is out there for independent businesses at the moment, how has it been adapting to life post-Covid?

Ever since the financial crash, there’s never really been a clear run without something cropping up – some new challenge emerging. Covid was particularly tough because we didn’t have a website per se. So my business partner, Nadia, set that up during lockdown.

 

We also came up with a plan to close the women’s store next door and move everything into the one space, which has worked really well and allowed us to reset a bit. So as tough as it’s been, we’ve managed to do OK.

Why independent retail still matters

What is it about retail – and fashion specifically – that makes you want to keep persevering with it?

If you look hard enough, and you look outside the massive brands, there are still lots of interesting labels doing something original. That matters to people who don’t particularly want to buy into the big names that dominate everything.

 

We’ve got a really diverse customer base and a broad pricing structure. We like to think people from all kinds of income brackets can come in and find something they’ll love. The shop is meant to feel friendly and accessible too. People don’t feel like they can’t pick things up or try things on. It’s a nice atmosphere. Generally, it’s just a nice place to work, and a nice place to be.

The human side of it

Is that important to you – the relationships and the human aspect?

Yes, definitely. I love meeting the characters. We’ve got customers who started coming here in the late 80s or early 90s, when they were maybe getting their first pay cheques and didn’t want to shop at Topman or anywhere like that. They wanted something a little better.

 

Now they still come in with their sons or daughters – who are probably the age they were back then – and they still manage to find things. It’s nice to see people returning. It’s also nice to get good feedback from people who come from all over the place.

Far Afield at Badger

And in terms of Far Afield specifically, where would you say that sits in your store?

It’s difficult to categorise the customer, because it has a very good age range. It’s one of those smaller brands with a real identity without being wacky or crazy. Interesting without being difficult to wear. The fabrics are always really nice, too.

 

The backstory is important as well, because people like to know where their stuff’s coming from and who’s making it.

If you’re in Brighton, it’s well worth stopping by. Otherwise, you can always visit online or find a stockist near you.