Emma Mcilroy

AUTHENTIC SELF-EXPRESSION. Emma Mcilroy’s journey to founding WILDFANG is a story of embracing authenticity, challenging norms, and creating a brand that speaks to those who feel unseen by the mainstream fashion industry. WILDFANG, a fashion brand that rethinks gender norms, is the result of Emma’s pursuit to create a space where fashion is inclusive, bold, and empowering. “We’re on a mission to rethink gender norms and how they show up in fashion,” Emma states.

Growing up in Northern Ireland during the latter years of the conflict, Emma was surrounded by dual perspectives, fostering her ability to see the world through multiple lenses. “I was very lucky to be raised in a home where it was intentionally part of our life to see both sides and to see both components of perspective,” Emma recalls.

Emma’s childhood was filled with curiosity and a wide range of interests. Encouraged by her parents to explore her passions, she dabbled in everything from fossil hunting to sports. “Mistakes were encouraged, and mistakes were okay,” she reflects. Academically gifted, Emma went on to study at Cambridge University, despite initial reluctance believing she wouldn’t fit in. Her time at Cambridge shaped her ability to think critically and holistically, lessons that would prove invaluable in her career.

After Cambridge, Emma moved to London and pursued a career in banking, driven by a need for financial stability. She quickly realized that the culture in banking was feeding habits that weren’t true to who she wanted to be. “I was becoming more aggressive, more competitive, more materialistic—all the parts of me that didn’t need support were getting rewarded,” Emma admits. Seeking a change, she pivoted to a role in marketing, working on Barclays’ Premier League sponsorship, where she began honing her craft in brand building.

Emma’s career took her to Nike, first in London and then to their global headquarters in Beaverton, Oregon. While she thrived at Nike, working with top athletes and building powerful brands, an unexpected shopping trip with a friend sparked the idea that would eventually lead to WILDFANG. Frustrated by the lack of well-made, stylish clothing for women that didn’t conform to traditional gender norms, Emma and her friend saw a gap in the market. “We wandered into the men’s department and it was like, oh, all the cool stuff is here,” Emma recalls.

Launched in 2013, WILDFANG quickly became known for its bold designs and commitment to inclusivity. However, the journey was far from easy. “I had no idea how to do anything else,” Emma admits, referring to the challenges of learning the operational side of the business. Despite these hurdles, WILDFANG’s strong brand identity and loyal community allowed it to grow steadily. A major turning point came in 2018 when the company decided to move to vertical integration, designing and producing their own products. This shift allowed WILDFANG to ensure the quality, fit, and inclusivity of their clothing, particularly in offering sizes up to 4X and beyond.

EMBRACING IDENTITY. Emma’s journey with WILDFANG has also been a personal one, deeply intertwined with her own queer identity. Initially reluctant to be a flag bearer as a queer CEO, Emma had a change of heart after a conversation with a friend. “There might just be one kid in that room that needs to hear that message from you,” she had said, urging Emma to embrace her role as a visible queer leader. “Now, I am very quick to talk about it and offer support if I can,” she says.

Reflecting on her 12-year journey with WILDFANG, Emma advises aspiring LGBTQIA+ founders to find their unfair competitive advantage and build a strong network. “You’ve got to build those advantages as a queer founder because you’re going to need them,” she emphasizes. “When you find your people, go hard on making them want you to win, because sooner or later, there’ll be enough momentum that you’ll get it over the line. You chose to get in the field, so play the game.”