Even if the brand name Wildflower doesn’t ring a bell at first, you’ll most definitely recognize its cases, as the whimsical designs are featured in the mirror shots of your favorite fashion girls and celebrities. Or perhaps you’ve heard of the founders—Devon and Sydney Carlson, whom I (and many other girls) have been obsessed with since the times when Tumblr reigned supreme.
The sister duo started the brand back in 2012 with their family after they met Miley Cyrus at a restaurant and she complimented the case their mother had handmade for them. (Don’t tell me fate isn’t real.) Since then, their business has flourished, and the brand has become the hot spot for phone cases, making what once was just protection for your device a full-on fashion statement. I shamelessly own six cases and am always changing them out to coordinate with my outfits. My phone is something that’s on me all the time, so why not make it an accessory? If you don’t believe me, just look to Dua Lipa, Bella Hadid, or Salem Mitchell—they’re just a few of the faces you’ll recognize donning the cases.
Devon and Sydney aren’t just girls behind a business, they’re also icons in their own right, which is no surprise since they started sharing their passions right when the internet-world we see today first began. Girls are always saving their looks on Pinterest boards, or even creating TikToks about how they stole their personality and way of dressing from the Carlson sisters. To get more insight from the coolest girls on the internet, I spoke to Devon and Sydney about working together, the process behind their designs, and their favorite fashion trends at the moment. Keep scrolling to see what they had to say, and shop for a new case. I promise you won’t regret it.
You probably get this question a lot, but what’s it like working with your sister?
Honestly, it’s great. We are super close and have been working together for so long now that it just comes naturally. Of course, there are times where we disagree and argue (like siblings do), but we always figure it out.
I have to be honest. Because of Wildflower, I consider my phone an accessory because of how aesthetically pleasing the designs are. How does it feel knowing that you’re championing “fashionable” phone cases? Was that your goal with starting Wildflower?
Thank you! Our phone has 100% become a fashion accessory for us, too. Since the beginning of Wildflower, our mom was making our phone cases to match our denim shorts with studs on them, so it has always felt like part of our outfits. Now nine years later, we’re still coordinating our phone case to our ’fits, and it makes us so happy to hear people want to do the same.
How do you go about the process of coming up with them? Do you have a favorite case at the moment?
SC: We are always looking for new inspiration everywhere. We gather things we love from Pinterest, runways, our friends, and just everyday items we come across. Once we have a good idea of the vibe we want, we sit down with our dad, or graphic designer, and go in. It’s such a fun creative process for all of us. Though Devon and I are different, we both manage to show each of our personalities in every collection. Our favorite cases right now would have to be our newest, Groovy Shroom!
Your cases are used by so many but are especially loved by Generation Z. I catch a case on my For You page on TikTok all the time. Why do you think they resonate with the brand so well?
We love our Gen Z’ers! I think because we are young and have grown our company since the beginning of social media, we recognize what works and what doesn’t. People from all ages love our cases, and it truly does just feel like a family, and because of that, that’s how we treat them. We are constantly replying to our customers online and create a personal connection with them, and I think that’s why we have such a good relationship with them.
You guys are known as trendsetters on social media. What are some fashion trends that you are loving at the moment?
SC: There are so many things we’re loving right now, but my favorites would have to be gloves, arm warmers and Penny Lane coats! I’ve become obsessed with them lately, and I’m on Depop all the time trying to find new ones. Hahaha.
If you had to describe each of your styles in a few words, how would you?
SC: I would probably describe my style as fun, bold, and maybe a little funky but also, at times, polished? I just wear what makes me feel good, and that varies… a lot.
DC: Eclectic, sassy, and comfortable.
Is there anything inspiring you creatively at the moment? (It could be anything from a recent runway collection to a TV show you’re watching.)
SC: I feel like I’m constantly finding inspiration everywhere. I’m on Tumblr so much—it never fails! But recently, I started watching Girls Next Door, and I am obsessed with everything in it! The way they dress and style outfits have been giving me life lately.