Behind the Brand: White & Co. Label

Behind the Brand: White & Co. Label - White & Co Living

In our Behind the Brand series, we explore the people, ideas, and inspirations behind White & Co. In this special edition, we look at the new in-house label. Recently launched, the White & Co. Label offers those great pieces you can’t find anywhere else. Here, we discuss the creation of the range with its driving forces, founder and director Krissy, head buyer/planner Sarina, junior buyer Jen, and content creator & in-house stylist Michelle.

Left to right: Sarina, Krissy, Michelle & Jen discuss the White & Co. Label.

What was the inspiration behind starting the White & Co. Label?

Krissy: The inspiration behind starting the label was our customers!  Our customers are a very loyal bunch, and they love giving us feedback on what they’re looking for. In creating this range, we drew on this feedback and really listened to what our customers were missing in their wardrobes. What we found was that they wanted chic, everyday styles with a twist and that quality and fit were essential. So, we started there and voilà! The White & Co. label was born.


Tell us about the White & Co. range for spring/summer ‘21?

Sarina: The range is a collection of summer cotton dresses, shirts, and fun pleated skirts! We wanted to start with great core colours, including navy (a quintessential colour for White & Co.), black, white, and khaki. We then paired these back with contrasting yet complementary trims to bring the pieces to life. A red, white & navy stripe was the perfect pairing to our navy and white cheesecloth designs while the leopard trim on the khaki and black styles offered a subtle but fresh edge. The Harper cotton shirts in the range provide a pop of colour for spring with their soft pink and navy pinstripe prints while the pleated skirts make a stylish statement with striking prints and stripes.


When and where can the White & Co. range be worn?

Michelle: The collection is based on being able to wear any of the pieces anywhere… You can go from beach to bar, from pool to lunch, and they’re perfect for packing and wearing sightseeing on a warm city break. Best of all, the collection is perfect for relaxing at home. Whether you’re lazing on the deck reading a magazine or having a last-minute BBQ with friends, these pieces work so well!


What was the design process behind the range?

Sarina: It was really collaborative! We had a brainstorming session with the whole head office and got feedback from the wider warehouse team to start the initial concepts and direction of the label. We wanted the collection to have little points of difference in each design, so we incorporated trims, cuff details, and lurex waistbands. Krissy, Michelle, Jen, and I worked really closely together to build the concepts and designs. Jen and I worked on the production management side of things, drawing the CADs (computer-aided designs), creating the specification packs, and liaising with China and our different manufacturers.


How important was getting the fit right and what was involved in this process?

Jen: Fit is everything when you develop a product! A garment that fits correctly also shows the design properly. We are lucky to have our own in-house fit model at White & Co. (a.k.a. Michelle) and together we spend a lot of time perfecting the fit and design when samples come in. This usually involves lots of pins, measuring tape, and other products to compare to.


The range has some incredible prints and trims, what inspired these? 

Krissy: I find adding a trim or a print to a casual, everyday style elevates the product and allows you to transition from weekday to weekend with ease. The red, white & navy stripe is a favourite of mine. It’s classic and versatile while providing that perfect stylish twist! Oh, and the python print on our pleated Cleo Skirt is a game-changer! So stylish! 


What was the process for sourcing the trims for the White & Co. range?

Jen: The inspiration for White & Co. designs are classic shapes, in great comfortable fabric with fun details. This is where the idea of trims and piping came into play. We took inspiration from classic prints and colors and applied these onto trims. Then we worked back with our overseas suppliers, who helped us develop these to look just the way we envisioned.

white-and-co-label-clothing white-and-co-label-trims-details

Tell us about some of the fabrics in the range, such as the incredible cheesecloth?

Sarina: The cheesecloth is 100% cotton and a great fabric for summer and the hot days ahead! It is extremely comfortable to wear as it’s a loosely woven fabric that is breathable. It has a gauze-like texture, which gives the fabric a crinkled look. It crinkles a lot more once washed but can be steamed out if a less crinkled look is what you’re after. The Harper Shirts are also 100% cotton and have a beautiful crisp but soft hand-feel. They aren’t stiff and the fabric used really gives it that relaxed, easy styling we wanted to achieve. The pleated skirts are made in a polyester for easy wash and wear. They can be popped in a washing bag and in the washing machine and come out looking just like you put them in!


What inspired the names of the products?

Michelle: The inspiration behind the names for this first collection was all the places we dreamed of visiting and longed to be after so long in lockdown. Corsica, St Barts, and Portofino instantly deliver a fresh, warm, elegant & stylish image that is aspirational. This is how we want our customers to feel when wearing our dresses and skirts.


What sizes does the White & Co. range come in?

Jen: Here at White & Co. we are proud to be an inclusive brand! We aim to offer all styles from sizes 8-22 or S–3XL.


What is your favourite piece from the White & Co. range?

Michelle: So hard to choose a piece! But if I really had to, it would be the St. Barts Dress in Navy. This is just such a summer essential. Everyone needs one in their closet!


What’s next to come from White & Co.? 

Krissy: There are so many projects in the works. We’re so excited for what’s ahead and can’t wait to show everyone! 


What would you like to see next from White & Co.? We love feedback and would like to hear your thoughts. Email us at to have your say.

Shop the White & Co. Label


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