Whistles has launched its first menswear collection, with around 120 pieces set to hit select stores, online and concessions this autumn.
Comprising classic outerwear, high-end knitwear and cashmere, denim, tailoring, accessories and footwear, the range is intended to sit alongside womenswear, with signature pieces, such as a leather biker jacket and cashmere tracksuits, sitting across both.
It is designed to create “the building blocks of an edited wardrobe”, aimed “below designer level but above the mainstream”. Prices are not finalised but are expected to be broadly in line with womenswear.
Although the first collection is 120 pieces, it is expected that future ranges will build towards Whistles’ womenswear output, which is around 600.
Menswear will roll out to 17 stores initially, including the St Christopher’s Place flagship in central London, Covent Garden, Bath, Oxford, Glasgow and Liverpool. Richmond upon Thames, Nottingham, Guildford, St Albans, Bristol, Manchester, Leeds, Spitalfields in east London, Brighton Duke Street and York will also receive the first tranche.
It will also be available at Whistles.co.uk and is expected to enter concessions including Harvey Nichols and Asos.
The second phase will enter Whistles’ stores in Dover Street, East Sheen, Reigate, Cheltenham, Windsor, Edinburgh, Westfield London and Canary Wharf.
Chief executive Jane Shepherdson said: “At Whistles we value the power of understatement and believe that sharpness, quality and function are what really resonate today. Menswear is built around a tightly edited core of familiar pieces, so making it feel relevant comes down to perfecting the details and subtly updating them.
“If the simple things look brilliant, how can you expect customers to fall for the more standout pieces?”