Product Originality Guidance for Brands

What are the key originality requirements for brands stocked on Wolf & Badger? 

All works sold or displayed on the platform and in stores must be based on original designs, images, text and trademarks that are either owned by your brand or used under valid rights and permissions. This is stated in our CSR Policy, which all brands agree to upon joining the platform.

What does this mean in practice?

This means we do not accept any products that are purchased wholesale or off the shelf, as they are designed by third parties and are not original to your brand. Additionally, we do not allow the sale of items mimicking a copyrighted design, such as Van Cleef’s Alhambra collection. On top of this, we do not allow the sale of other brands' products within the same account. Essentially, this means each brand should only be selling its own original designs.

Example of wholesale jewellery:  Example of Van Cleef’s copyrighted Alhambra collection:

What are the requirements for images?

All product images, including photos, illustrations and icons, must either be created by you or used under a proper license, such as from a stock image library that grants full commercial rights. You cannot use images of your products if those images were created by another party -  for example, photos taken from Google, other e-commerce websites, or social media platforms such as Instagram or Pinterest - unless you have explicit consent or a valid license from the creator. The best practice is to showcase your products using original photography produced for your brand.

What do I need to know about copyright?

Copyright protects original works of authorship, some examples include:

• Written text
• Lyrics
• Artwork 
• Photography/ Imagery (eg. using stock imagery/ not owning usage rights) 
• Brand names (eg. Chanel, Dior) 
  
   Using copyrighted material without permission is illegal, even if accidental. You must not reuse creative content without a license or clear permission, and you cannot assume that work found online is free to use. The best practice is simple: if you are not certain you have the rights, do not use it. Always keep records of licensing agreements for any third-party content.

Can I use song lyrics in my designs?

No. Lyrics, even very short phrases, are protected by copyright and cannot be used without permission, regardless of whether the artist is named. Changing a few words from a well-known lyric does not make it original. The best practice is to avoid using lyrics altogether unless you have secured a licensing agreement. Instead, create your own original phrases inspired by emotions or themes.

Example of the use of lyrics that require a licence:

Can I use trademarked terms?

Trademarked words, phrases and logos are legally protected. Even if you change the spelling, style or font, it may still be an infringement. This includes artist names (E.g Taylor Swift), sports teams (E.g. Kansas City Chiefs), brand names (E.g Apple) and product/collection names (E.g Twilly). You cannot name your item with trademarked terms, nor can you include them in your descriptions, images or marketing. The best practice is to conduct thorough checks using official trademark databases, such as the USPTO in the U.S., and to develop your own original branding and terminology.

Example of the use of a trademarked name and logo that would require a licence:

What am I responsible for as a brand partner?

You are responsible for the originality and legality of everything you create and sell on the platform. This includes your designs, the text you use, your product names and descriptions, your marketing materials, and any source materials such as images or supplier goods. Ignorance of the law is not a defence. It is your responsibility to make sure your team and creative partners understand these requirements and that proper checks are carried out before publishing or selling anything.

What happens if there is a suspected infringement?

If we believe your products or content may infringe on another person’s or brand’s rights, Wolf & Badger reserves the right to deactivate the item or image while we carry out an investigation. You will be asked to provide proof of originality, such as dated design sketches or valid licensing agreements.

For product design we will ask you to provide the following: 

1. Initial Concept Sketches

• Hand-drawn or digital.

• Show the concept before it became a final product.

• Rough drawings are fine

• Date of design

• Clean line drawings showing:

  • Front, back, and side views

  • Construction lines

  • Materials and colours

  • Stitching, seams, trims, or sole details

• Images of early samples, mock-ups, or test versions.

• Can include:

  • Physical prototypes

  • 3D renders

  • Material tests

If no infringement is found, your product or content will be reactivated. If an infringement is confirmed, it will remain inactive. In rare cases where an entire collection is under investigation, your account may be put under review for suspension. If you are found to be in breach of our CSR policy, Wolf & Badger reserves the right to terminate the partnership.

Need Help?

If you're unsure whether something is original or legally safe to use, please reach out to our brand support team before listing or producing the item.

Together, we can protect creative integrity and keep our platform safe, compliant, and inspiring.

Wolf and Badger reserves the right to request evidence of originality when an infringement is suspected.