Whistles' move into menswear: what does it mean for men's fashion? - The Guardian (blog)

Catwalk shows that might inspire the Whistles menswear collection.

The news that Whistles is moving into menswear is enough to put spring in one's step – whatever your gender. The high-street brand has come to be treasured by women who love smart, useful (but never boring) clothes that appeal to minimalist sensibilities while keeping fun on the agenda . That's a brand DNA that hits the ground running in menswear. While no images have been released as yet, you imagine these pieces will sit next to those inclined to Cos and – when they're feeling flush – Lanvin, Raf Simons or a printed sweatshirt from Givenchy.

The introduction of menswear comes on the back of more excellent financial results for the growing brand. Sales went up 24% in 2012. While no figures are available for this year, the trend is continuing, with international expansion into Europe, Russia and China paying off. Menswear now makes sense. "We recognise that, as with womenswear, there is considerable expansion in the contemporary middle market," Shepherdson said in a statement. "This is an ideal time to capitalise on this opportunity and bring the Whistles aesthetic to menswear."

The sure-fire hit that this will be makes you wonder why they haven't done it before. But Whistles, since CEO Jane Shepherdson took over in 2008, has masterminded its rise expertly. Going in all guns blazing is not the Shepherdson way. Take the brand's London fashion week profile as a case in point. In September, Shepherdson's former employer Topshop had a high-profile show with Jourdan and Cara low-fiving on the catwalk. Whistles' show was quieter – but you could feel the front row ordering pieces as models walked by.

They'll no doubt take their time on this one too. Launching for autumn/winter 2014, and with a design team working under design director Nick Passmore, it's unclear if they'll show it at London's menswear showcase, London Collections: Men in June. Our gut feeling is no. Shepherdson – as is her instinct – will give this one time to grow. But rest assured, better dressed men on the high street are in the post.

via fashion - Google News http://news.google.com/news/url?sa=t&fd=R&usg=AFQjCNG5O2IEhKbZymzyhoyBJ1zEC33Qqg&url=http://www.theguardian.com/fashion/fashion-blog/2013/oct/10/whistles-menswear-mens-fashion