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Our story
Wag & Rut was born from a passion for adventure, freedom, and the outdoors.
Founded in 2025 by Jamie Rutter and Will Wagstaff, the brand is built on experiences that have shaped us from a young age. Growing up, we spent countless hours outdoors riding bikes, building dens, exploring woodland trails and meeting people who shared the same love for adventure. The outdoors gave us freedom, confidence and a place where we could simply be ourselves.
One place that played a huge part in our story was Sherwood Pines. It's where many of our earliest adventures happened and where our love for exploring first began. That's why our Sherwood Pines roots design means so much to us. The roots represent where the brand started and the foundations that continue to inspire everything we create.
In August 2025, we travelled to Cornwall with ten friends on our first holiday together. We spent our days biking, exploring the coastline and making the most of the active outdoor lifestyle that Cornwall is known for. Surrounded by incredible scenery, independent outdoor businesses and a positive atmosphere, we realised there was an opportunity to create something that genuinely represented the lifestyle we loved.
Too many brands seemed to create products without purpose. We wanted to build something different. A brand with meaning. A brand inspired by real experiences, real places and real adventures.
When we returned home, we immediately started sketching ideas, creating artwork and searching for suppliers. Every Wag & Rut design starts as a hand sketch before being hand painted and refined digitally. We believe great designs should tell a story and reflect the people who created them. In a world where so much is generated instantly, we wanted our artwork to feel personal and genuine.
Creating Wag & Rut the right way has always been important to us. We spent time testing different samples and working with suppliers to make sure every piece met the quality standards we believed in. After a few challenges along the way, we found the right products that represented what Wag & Rut stands for.
The name Wag & Rut comes from our surnames, Wagstaff and Rutter, but it also represents something much bigger. To us, it symbolises finding your own path, leaving your mark, getting off the beaten track and embracing the freedom that comes from spending time outdoors.
We don't believe the outdoors is limited to one activity. Whether you're mountain biking, hiking, climbing, surfing, travelling, exploring new places, heading to a car meet or simply enjoying time outside with friends, the outdoors has a way of helping you escape the pressures of everyday life and reconnect with what matters most.
Every product we create is designed to remind people to get outside, explore more and do what they love. We want customers to feel excited when they receive a Wag & Rut package and even more excited when they take it on their next adventure.
When we launched our first collection, seeing our first orders come through from people across the UK, people who didn't know us personally but connected with our story, was the moment we realised Wag & Rut could become something bigger.
As the brand grows, our vision is to build a respected outdoor lifestyle community, travel to incredible places, open a Wag & Rut store in Cornwall and inspire more people to embrace adventure. We're also committed to giving back to the places that inspire us by planting one tree for every item sold.
Most importantly, we want our community to take Wag & Rut with them wherever they go. Whether that's across the UK or across the world, every photo, every journey and every adventure becomes part of the story. In a way, it feels like we're exploring alongside you.
Wag & Rut exists because we explored the world.
And we hope our clothing inspires you to explore yours.
We're Outside.