Wearable Wonders: London-Based Whistles Opens New York Flagship Store

Whistles Comes to Soho in New York

Fans of British contemporary fashion brand Whistles have something to be excited about. On October 18th, the London-based brand opened its first USA flagship store in New York.

Originally founded in 1976 by Lucille Lewin and successfully re-launched in 2008, Whistles has become a shopping destination for the busy, dynamic woman, creating timeless pieces with an intelligent sense of design.

Collections are considered, wearable and yet distinct, with true seven days a week appeal, crafted to fit effortlessly into modern life. With an increasing presence on the global fashion stage, Whistles is renowned for an emphasis on quality and longevity and characterised by its contemporary and effortless style.

Whistles Autumn/Winter Campaign

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The New York store has a bespoke interior concept, designed in collaboration with London based art, design and fabrication studio Matter. Characterised by Whistles’ signature contemporary design approach, the space has a gallery-inspired aesthetic, taking influence from sculptural references and using an artisanal approach to create handcrafted fixtures. The central rails form a key focal point as the frames emerge from sculptural forms, shapes and materials, each one unique to the other.

the space has a gallery-inspired aesthetic

Large-scale paintings designed by British multi-disciplinary artist Rosie Tonkin grace the walls, exclusively commissioned in bright, bold graphic designs to contrast perfectly with the stores palette of pale pinks and soft neutral tones.

“We are really excited to be opening our first standalone store in New York,” says the brand. “North America is a key market for Whistles and forms a crucial role in our US expansion plans. Since entering the US market in 2014, we have built a loyal, ever-growing customer following who love our distinctive designs and effortless approach to dressing. It’s fantastic we can now offer our full collections in the US for the first time!”

Whistles Store Soho New York

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Since Whistles was acquired by TFG Brands (London) in March 2016, the brand has opened new locations in Hong Kong, Dubai, Switzerland, Singapore, Malaysia, Thailand and Saudi Arabia. New retail spaces set to open in the coming year include: London Bridge UK, Australia, Netherlands and Sweden. New York is the latest store to open as part of Whistles International retail expansion.

As of October 2018 Whistles operates 48 standalone stores, 114 concessions and 14 online channels; including Selfridges and Harvey Nichols in the UK and Bloomingdales, Nordstrom, de Bijenkorf, PKZ and Brown Thomas Internationally.

Whistles now trades in 18 countries through own stores, concessions, franchise and wholesale partners. Whistles currently trades in UK, Ireland, Netherlands, Switzerland, France, Germany, Turkey, Israel, Russia, Ukraine, USA, Hong Kong, Japan, Australia, KSA, UAE, Singapore, Malaysia & Thailand.


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