Nadja Swarovski and Rupert Adams Acquire Majority Stake in Really Wild Clothing
Nadja Swarovski, after a 26-year tenure at her family firm Swarovski, has acquired a majority stake in the British label Really Wild Clothing alongside her husband, Rupert Adams, for an undisclosed amount. This acquisition marks a significant move for the couple as they step into leadership roles at Really Wild Clothing, with Swarovski appointed as chief creative officer, chief marketing officer, and chair of the board, while Adams will serve as managing director, according to WWD.
The deal also involves continuing collaboration with existing shareholders Gabriela Luksic and her daughter Florence Newman, as well as the brand’s founder, Natalie Lake, who will remain as the head designer of the Heritage Country Collections.
In a joint statement, Swarovski and Adams outlined their vision for Really Wild Clothing, emphasizing their commitment to transforming the brand into a global British lifestyle label. They plan to achieve this by leveraging the brand’s core strengths in tailoring and traditional artisanship, as well as its rich cultural history with partners such as Liberty Fabrics and Linton Tweed.
Swarovski, leading the creative direction, assured that the brand will continue to offer “timeless collections that span across country and city pursuits,” highlighting strong silhouettes, clean lines, and evocative fabrics. She emphasized preserving the brand’s heritage and its specialization in tweed and wool textile manufacturing.
“Really Wild seemed like the perfect fit for our portfolio, which invests in brands that are rooted in craftsmanship and cultural heritage,” Swarovski said. “We feel strongly about the preservation of craftspeople and their expertise. In the case of fashion, we believe that style versus trend supports a more sustainable business model, offering our customers products of the highest quality, which will last a lifetime.
“The connection of this brand to nature is a reminder to us that we must protect people and planet in everything we do. Really Wild has the potential to grow into a global lifestyle brand, which celebrates craft, creativity, and cultural heritage in various geographic regions, combining traditional artistry with design relevant to the Zeitgeist.”
This acquisition is part of Swarovski and Adams’ broader investment portfolio, which focuses on purchasing heritage brands to maintain and celebrate traditional craftsmanship while supporting emerging designers. Their portfolio emphasizes the integration of technology, creativity, and environmental responsibility.
Natalie Lake, who founded Really Wild in 2002, expressed her enthusiasm about the new leadership: “I couldn’t be more excited about the next era of Really Wild with Nadja at the helm. She’s a spearhead that I’ve deeply admired and a leader that exemplifies everything I’ve worked for Really Wild to embody.
“With so much synergy between our passions for traditional British and Scottish manufacture and celebration of nature, we are reinventing the brand’s diverse heritage together, taking inspiration from some of our earliest designs to create shapes that enhance the female form and acknowledge our wild foundations.”
Under Swarovski and Adams’ stewardship, Really Wild Clothing aims to expand its influence and continue its legacy of high-quality, timeless fashion rooted in traditional craftsmanship.