Whistles is celebrating the first birthday of its menswear range with a dedicated pop-up in east London and a new collaboration with Japanese denim brand Edwin.
The company is hosting a week-long pop-up from October 20-25 at the 1,500 sq ft Protein Gallery in Shoreditch to showcase its autumn 15 menswear collection in its own environment.
Its long-term ambition is to open standalone stores for the 100-piece collection but no stores have been confirmed as yet.
The retailer has teamed up with Edwin to create the “go to” pair of jeans, which feature a white selvedge on the key pocket and pockets lined with an indigo leaf print, priced at £140. The collaboration follows partnerships with UK illustrator Joe Cruz, Swedish outerwear label Stutterheim and US baseball label Ebbetts Field Flannel.
Whistles is also set to unveil a new collaboration with a Japanese menswear brand later this month.
The company launched a dedicated Instagram account for its menswear business on Friday as part of a greater focus on the male consumer, although a company spokeswoman declined to give any specific trading figures for its menswear performance.
Whistles now stocks menswear in 22 of its womenswear stores, with formats with separate entrances at St Pancras and St Christopher’s Place working particularly well.
It will also be stocked at the refurbished womenswear store in the Village area of Westfield London, which is scheduled to reopen on November 12 with a new concept shopfit.