The Wicked Sheep brand is for those who choose to live life on their own terms and "stand out from the herd." The brand's legend is a metaphor for a sheep that leaves the comfort of its flock to explore the world and become a "shepherd of its own journey."

Its core philosophy is built on three pillars: Embrace the Vibe by finding your own rhythm in life, Travel Unsheared by exploring the world and collecting experiences, and Style with Substance by wearing apparel that reflects your adventurous spirit. The brand's promise is to be a "permission slip" for individuals to break from the pack, live an unfiltered life, and embrace their inner maverick.