White Stuff has launched a brand new look and fresh collection for AW21

When you think of wearable, comfortable clothes that still look stylish, British label White Stuff might not be the first brand that pops into your head. But as of 9 September, White Stuff has had a revitalising revamp to launch its fresh, new Autumn/Winter collection.

White Stuff AW21 collection
White Stuff

Along with a fun new logo, the AW21 collections across womenswear, menswear and children’s clothes include designs that differ from what we might be used to seeing from White Stuff. Plus, the stores and website have had a bit of a makeover, too.

In a statement from the brand, it reassured customers that it wouldn’t be drifting too far from its usual style.

‘Life would be dull if we all looked the same. And if we all stayed the same. Which is why we’re switching things up with our new collections,’ it read. ‘We’re still all about thoughtfully designed, wearable clothes. Still obsessed with unique details and beautiful prints. We’re just trying some new stuff. New colour combos and new shapes. New twists on old favourites. New materials that have a little less impact on the planet.’

White Stuff AW21 collection
White Stuff

With sustainability at the forefront of the fashion industry’s focus, White Stuff has chosen to focus on how to make its clothing production more eco-friendly. An impressive 60 per cent of its clothing is made using materials which are kinder to the planet or people. The brand is also working hard to increase that figure to 100 per cent by the end of 2023.

An example of how White Stuff is committed to taking steps to be more thoughtful about its carbon footprint is highlighted in the new AW21 collection, by using recycled water and renewable energy to make all of its jeans.

So to celebrate the brand’s new look, designs and refreshing ethos, we’ve put together some of our favourite buys from the new collection…

The best of the White Stuff AW21 collection

White Stuff slippers

Phoebe Suede Footbed, £50, White Stuff

White Stuff coat

Sloane Padded Coat, £140, White Stuff

White Stuff green dress

Layla Midi Dress, £65, White Stuff

White Stuff jumpsuit

Pleat Front Jersey Dungaree, £49, White Stuff

White Stuff vest

Cable Tank, £49, White Stuff

White Stuff blouse

Renee Jersey Shirt, £39, White Stuff

White Stuff jumper

Cornelia Jumper, £59, White Stuff

White Stuff dress

Mia Dress, £59, White Stuff

White Stuff jumper

Fleck Jumper, £55, White Stuff

Shop the full new collection here.