Whistles

Whistles was founded in 1976 by Lucille and Richard Lewin, who opened their first boutique in Hampstead, London. Lucille Lewin had trained at Harvey Nichols' 21 Shop before striking out on her own, and her store built a reputation stocking clothes from young, largely unknown designers; she began producing an in-house Whistles range in 1985. In January 2008, former Topshop brand director Jane Shepherdson bought a 20% stake and took over as chief executive, steering Whistles away from its earlier boho-chic identity toward the pared-back, minimalist, 'effortless' aesthetic it is now known for. Today Whistles operates as a British contemporary womenswear brand with more than 40 standalone stores.