Online brands. I’ve lost count of the number of newbies popping up on the fashion scene. Most are great for finding (let’s face it) bargain, last-minute Friday night dresses. But when it comes to directional, eye-catching designs with substance, they’re few and far between.
Step forward THE WHITEPEPPER – a street style-inspired online brand based in Hackney, East London. ‘If you’ve ever been East, you’ll know that it is fun, lively and never stops,’ THE WHITEPEPPER’s PR and Marketing Manager, Katy Snee tells me. ‘East London is a huge inspiration for us in terms of design; we’re surrounded by creatives and awe-inspiring people. Walking down Mare Street or Broadway is a sensory overload!’
THE WHITEPEPPER is bursting with easy-to-wear, versatile yet stand-out pieces that are inspired by the diversity of the streets. A personal favourite of mine is the brand’s classic ‘Angel’ dress. With its smock shape and gathered waist, the ‘Angel’ is a wardrobe staple, but details such as the raglan sleeve and zip fastening ensure it’s anything but boring. Updated for A/W 13, the ‘Angel’ has been reworked in gingham and florals. I’ve got my eye on the cream, embroidered version – with red lips and killer heels; it’ll make for a unique evening look.
Key pieces include THE WHITEPEPPER’s signature cropped shirts, denim pinafores and a butter-soft folded clutch bag, which rather handily doubles as a shopper. It’s clever details, such as the multi-usage of the clutch and styling a mid-length shirt dress over a shorter style, that makes THE WHITEPEPPER different. Snee agrees: ‘Our styling and inspiration ideas really make us stand out as an online brand. We love to travel and gain inspiration from street-style all over the world.’
Strong imagery is also quintessential of THE WHITEPEPPER brand. On their website you can browse through street snaps, get styling inspiration and even hunt out a yard sale. ‘We wanted our site to be much more than a shop’, explains Snee. ‘In three clicks you can find yourself getting inspired by our street style photography, lost in inspiration boards or finding things to do at the weekend with our blog posts,’ she adds.
I’ve just snapped up their purple-grey tulle skirt. I’ll be looking to the website for ideas on how to style it and perhaps even where to wear it…
108 Netil House
1 Westgate Street