It all started pretty innocently at first, I had felt cold, so had picked up my boyfriend’s jumper and put it on. In absolutely stereotypical movie style, it was around three sizes too big for me and I was almost tripping up on the sleeves as I walked. It didn’t fit but it just felt so comfy and warm.
The jumper slowly made its way into my wardrobe and in time became my jumper. It has certainly lasted longer than that boyfriend. It was thick and rugged, the jumper not the boyfriend. It just seemed to be the right thing to wear after a long day out.
It was my first taste of the White Stuff brand and I knew nothing of them. Then when it came time to buy a jumper of my own, it was the obvious brand to choose. This was when I really fell in love with them.
It hits you from the moment you step into their shop. It doesn’t matter which one you walk into or where in the country you are. They all have the same attitude and ambience. It feels chilled and relaxed; come and have a look around, see what you think. It feels like they aren’t driven by making money, which is a very weird thing to say about a clothing label.
Then you read their story and you figure out what it’s all about. George and Sean sold t-shirts to pay for their skiing lifestyle in the French Alps. The snow scene is very different to the world of high fashion and has a certain laid-back approach to life. It is this approach which permeates their shops and their brand altogether.
The best part is that the brand has grown from just selling t-shirts and jumpers made for rugged men, to include some beautifully stylish and sleek dresses made exclusively for us of the finer variety. No longer do I need to wear my ex-boyfriend’s jumper, I still do but I just don’t need to.
They’ve made their clothes available online so the whole world can enjoy them and lovethesales have dedicated a whole section just to White Stuff. It is really amazing to see a tiny brand getting global recognition.
For a brand which literally started by hawking t-shirts in a ski resort, to moving into the world of high-fashion, they are doing really well to keep what made them so popular in the first place.
The growth does not seem to have rubbed any of the original dream out. Walking into the Copenhagen store will give you exactly the same feeling as when you walk into the original Battersea store. They know what has made them successful and they know that they need to keep true to their core values.
It is also the little things they do which really add that little bit of character to the brand, from animal-friendly shops to weird and wonderful changing rooms. I love them for being slightly off the wall, but in a very friendly way.