Founded in London in 1978 by Lucille and Richard Lewin, Whistles began as an independent boutique and has since evolved into a leading womenswear brand. Today, under the helm of chief executive Jane Shepherdson, Whistles his characterised by its contemporary and effortless style, which seeks to inspire women. Whistles encapsulates an intelligent sense of design with interesting and luxurious pieces. Collections are easy and laid back with an attention to detail and quality.
In the past, the style of Whistles was described as having "a pretty but decidedly yummy mummy-ish air". Since Shepherdson's appointment as chief executive, the clothes were said to have cleaner silhouettes with a more sophisticated palette; "baby pinks and lilacs have made way for olives, camel, china blue, tea rose and yes, plenty of black – and the detailing has a quirky vintage feel rather than being fussy."
Whistles is a contemporary fashion brand, based in London. A shopping destination for the busy, dynamic woman, Whistles creates timeless pieces with an intelligent sense of design. Collections are considered, wearable and yet distinct, with true seven days a week appeal, crafted to fit effortlessly into modern life. With an increasing presence on the global fashion stage, the brand have become a destination for fashion editors and industry leaders alike, renowned for their of-the-moment collaborations with independent brands and their emphasis on quality and longevity. Understated yet cool, throw on but never throwaway – that is real life fashion. The word that if often used to describe the Whistles consumer is “effortless.” To wear their collection is to look like you haven’t tried too hard – they’re easy pieces, not too dressed up, slightly minimal and pared-down and also slightly sporty. They put pockets in garments, for example.