UK's Whistles releases collection with Frame

By

Cajsa Lykke Carlson

Published
Jun 5, 2015

Whistles, the British womenswear brand run by former Topshop brand director Jane Shepherdson, has teamed up with Frame, the workout studio that originally launched in London's Shoreditch in 2009, on a capsule activewear line.

The new collection "unites Whistles’ pared-back form with unique expertise in athletic function, offered by Frame founders Pip Black and Joan Murphy," Whistles said.

It was made to appeal to the fast-paced lifestyle of both the Whistles customers and the "Framers", and focuses on "street to studio" appeal, with dry-fast fabrications and clean lines. The ads for the collection feature six women who were found through an open casting call on Instagram, and were shot at Frame in Shoreditch.

The line launched on the 4th of June and is available online and in selected Whistles stores.