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Whistles menswear could be your new favourite brand. The range is described by Whistles design director Nick Passmore as a “capsule wardrobe for the modern man” - and I couldn’t agree more.

Whistles menswear could be your new favourite brand

What's surprising is that it has taken this high-street stalwart so long to branch into men's fashion. This British brand, which has been going for over 30 years, was pulled kicking and screaming out of its frumpy funk by high-street guru and ex-Topshop brand director Jane Sheperdson, when she took the helm in 2009. Beloved by the fashion industry, it has now become somewhat of a pit-stop for sophisticated woman looking for stylish pieces that nod to the trends in their cuts and colours, without shouting about which season they belong to. As the highly anticipated men's collection hits stores, it would appear that the brand is set to do the same for the boys. As with its female customers, the new men's collection is aimed at a late 20s-30s buyer who has an eye for style but is not a slave to fashion. YCN Whistles Brief: Development. Scented Product Collaboration: Whistles don’t currently offer any scented products but want to help change that.

YCN Whistles Brief: Development

They’re looking for ideas of what the scent should be, how it would be packaged and how Whistles would bring the product to market via PR and marketing campaigns. This should communicate your concept in one or more campaign channels. The brief states that they are open to consider potential brand partners that we could work with to develop the scent and also how your concepts would be displayed in-store and online. I thought Jo Malone would be perfect for this as they share the same target market and have a sleek minimalistic aesthetic. About Jo Malone: An understated style. Campaign Michael Angove collaborated with Jo Malone and designed floral designs featuring wild mulberry branches. Calm & Collected is a creative studio of four young London artists, united in their passion for graphic prints and use of colour. Whistles x Trekstock. Our exclusive Whistles x Trekstock collaboration comprises five must-have accessories created by our guest creatives graphic designer and illustrator Kate Moross, jewellery designers Kate Hillier, Maria Francesca Pepe, Bex Rox and fashion designer Holly Fulton.

Whistles x Trekstock

‘I am delighted that Whistles is supporting Trekstock; the charity’s approach is refreshing and heartfelt and they are able to introduce and share a sensitive subject, cancer in young people, in a way that is accessible and sensitive to their audience. The pieces are beautifully designed and I hope we can help raise awareness and donations a result of this collaboration’. Jane Shepherdson, Whistles CEO All proceeds will be donated to the super worthy Trekstock charity to aid their vital research into cancers that affect young people.

Shop the entire collection here. Whistles Launch First Unisex Collaboration. After successfully adding a menswear range to their artillery for autumn/winter 2014, Whistles have revealed their first offering to please both sides of the fence.

Whistles Launch First Unisex Collaboration

Teaming up with niche Scandi rainwear brand Stutterheim (fans include Kanye West and the ELLE fashion team) the result is two sleek yet simple raincoat designs. Buy the navy with orange and white stripes for yourself, and the grey with white and black stripes for your boyfriend to craftily acquire both. #Grazia10 Birthday Exhibition: Watch Whistles CEO Jane Shepherdson On The Future Of High-Street Fashion. Can you believe we’re ten years old?

#Grazia10 Birthday Exhibition: Watch Whistles CEO Jane Shepherdson On The Future Of High-Street Fashion

To celebrate our big birthday we've just opened our doors to a two week #Grazia10 exhibition and series of TENTalks at London's esteemed Getty Images Gallery. Our exhibition is a celebration of a decade, giving guests (ie you!) The chance to walk through an interactive timeline of the last 10 years, as if you are walking through the very pages of Grazia itself.

And that's not all. #Grazia10 is not just a look back at the past, but at the future too. Press play below to hear Jane Shepherdson, CBE, CEO of Whistles on the future of high-street fashion Jane Shepherdson is the chief executive of Whistles. Please drop in to the free exhibition or book a place at a TenTalk. GALLERY >> Inside the preview of the #Grazia10 exhibition View Gallery Inside the preview of the #Grazia10 exhibition. Jane Shepherdson, Chief Executive Officer, Whistles. LONDON, United Kingdom — Perhaps it’s not surprising that, in her spare time, Jane Shepherdson does flying trapeze in Hoxton, smack in the heart of achingly hip East London.

Jane Shepherdson, Chief Executive Officer, Whistles

Right from her earliest days in the fashion industry, Shepherdson has been known for taking risks and having her finger on the pulse of what’s cool. After getting her start as an assistant buyer at Topshop, back in 1984, Shepherdson spent twenty years working her way up the ladder to become Topshop’s brand director, effectively overseeing the retail, product, finance, HR and property departments of a company that, under her leadership, was transformed into a globally recognised brand, emblematic of the dynamic nature of British high street fashion. But in 2006, one week after Topshop boss Sir Phillip Green announced a now-defunct fashion collaboration with Kate Moss, Shepherdson abruptly resigned. Shepherdson’s next move was closely watched. BoF: Let’s start with the results.

Jane Shepherdson Whistles Interview. Jane Shepherdson. Chief Executive at Whistles, Jane Shepherdson is the figurehead of our brand.

Jane Shepherdson

Originally from Bristol, she studied in London and worked as Brand Director at Topshop. With an uncanny ability to know what women want to wear, she has been working her magic at Whistles since 2008. Here, we find out a bit more about her world. Can you describe what you do at Whistles? The most important part of my role is to establish the direction, the aesthetic, and what the brand stands for.