whistles: gaining momentum within the industry
whistles aw/15 is seemingly fit with neutral rib-knits, patent seventies boots, tough leathers and the seasons best-seller, cashmere. as well as the brands notable ethical sourcing and charitable contributions; the most recent drop serves up a neutral palette paired with comforting and build-able textures. the brands own-collection jewellery predominantly consists of clean brass silvers, howlite and marble stones. with the british brand making its fashion week debut in february 2013, the news came during a time of significant growth for whistles announcing the opening of the then-new flagship store on dover street, mayfair. the store captures the notion of contemporary minimalism with clean whites and a modern aesthetic; all of which fragmented by framed arched windows, a marble-clad floor and deep pile rugs.
as of last year, whistles saw the launch of it’s debut menswear collection. the emergence gave way for the brand to become a significant player in the menswear field. whistles design director, nick passmore described the collection as a “capsule wardrobe for the modern man”, which certainly seems fitting. the collection debut was predominantly grey, black and white (winner) in it’s statement acne-esque thick wool knits. the commuter mac was your affordable alternative to british heritage brands while the heavier wool pea coat is a fundamental for any capsule wardrobe. the brands success is largely due to influential retail visionary, jane shepherdson.
after eight years as brand director at topshop, jane was announced as whistles newly appointed ceo. jane boldly took the brand in a whole new direction, as shepherdson herself said, “there were frills, bows, extra buttons.. quite fussy. i needed to change the brand. it was quite a risky thing to do but it wasn’t an aesthetic that we understood.” since then, the brand has gained momentum within the industry. the garments gradually gaining a recognisable slickness, with classic cuts and tailored silhouettes; while still retaining the brands ‘effortless’ ethos. whistles has now become somewhat of a pit-stop for the sophisticated woman looking for key-pieces that nod to seasonal trends without shouting about which season they belong to.