Whistles Moves into Menswear

Whistles, one of our favourite brands at the high end of the high street, is venturing into menswear. For Autumn/Winter 2014, which officially starts four months away in September, they’ll be extending their slightly minimal, always covetable line to include mannish pieces that we’d happily borrow ourselves.

"We have defined our aesthetic, and achieved a consistency in our design. Menswear is something that we have been planning to do since we started in 2008. We recognise that, as with womenswear there is considerable expansion in the contemporary middle market, this is an ideal time to capitalise on this opportunity and bring the whistles aesthetic to menswear." – Whistles CEO Jane Shepherdson

Images of the complete collection are being kept under wraps at the moment, but earlier this month a few candid snapshots surfaced on the brand’s Pinterest page. Taken at the menswear preview, which took place over an intimate dinner from chef Keith Goddard, they hint at what Whistles has in store for us.

Minimalist knits look set to play a big role in defining the collection, with ribbed details or slouchy polo necks in shades of navy, black, white and plum. Leather jackets and shearling-trimmed coats were clearly related to the Whistles womenswear line, while streamlined backpacks and weekend bag came complete with leather straps. There’s a grey tweed overcoat in the mix – styled with a baseball cap – which we can definitely see becoming a key piece next season.

The brand describes their menswear debut as a balance of “classic outerwear with high-end knits, versatile tailoring and smart jersey with a functional premium edge.” We’ll be interested to see how it compares to other brands that offer mens and womenswear alongside each other in a similar price bracket: Cos, Reiss and The Kooples seem like obvious competitors, with Zara providing a more purse-friendly alternative.

But Whistles is so close to its customers’ hearts, and the menswear seems likely to be so hyped up (it already has its own hashtag, #whistlesmens) that we’re wondering how much of it will end up being bought by women who already know and love Whistles. The brand has built its womenswear name on relaxed minimalism, with effortless leather and loose fits: pieces that you could steal from your boyfriend, and which look set to crop up in Whistles Mens. And its existing customer is definitely the type of woman who would buy menswear for herself if she saw a piece that she liked. 

So we can’t wait to see how Whistles will market the line in the build up to its launch – will there by couples modelling it, like The Kooples? - and whether that grey overcoat ends up being worn more by women or men.