Whitney Linen Living in the linen

Whitney Linen

Living in the linen

All Images Courtesey of WHITNEY LINEN

Grounded on the philosophy of well-lived life from living in linen, premium Toronto-based clothing brand is the epitome of luxury in their simplicity. If luxury is beautifully made crisp linen that elevates simple silhouettes and soft colour palettes, then you need not look further than Whitney Linen.
Linen, with its unique character, strength, weave and appearance, is inherently the fabric choice for the brand where they weave its sense of understated elegance throughout the collections.
While the Je ne sai quois of linen and the lifestyle that this fabric evokes has become the spirit of Whitney Linen, it will carry you through all aspects of life.

Founded by Whitney Westwood, while taking inspiration from her life–the laissez-faire elegance of the coast, her second home–a sense of timelessness and an understated elegance drive the brand coupled with sustainable and ethical business practices. Linen was always a part of her life– linen was a choice of fabric for the wardrobe of her family’s Mediterranean lifestyle and during the many summers she spent in the south of France. The concept of linen became an intrinsic part of Whitney’s everyday life. Whitney Linen creates timeless pieces to last beyond seasons for women, men and the home, thoughtfully designed and crafted in classic linen styles while picking up on trends that resonate with the brand.

A particular type of individual is always dressed in a thoughtful, meticulously cut piece of clothing that channels the current fashion while remaining indifferent to trends. They are stylish but not trying too hard, expensive but never ostentatious, exquisite yet simple. There are no visible logos, but if you ask what they are wearing, you will be greeted by a simple pale blue flax flower with the inscription ‘WL’–and the hunt for luxury in simplicity ends. Produced locally in Toronto, the brand’s support for the local community is reflected in its push to elevate homegrown talents by working with Toronto-based photographers, models and makeup artists. Whitney Linen takes pride in the multicultural richness of the city. They provide a sense of inclusivity through their diverse model selection (that has varied in age and background over the years) to represent their brand; while they resonate with their customers and are a perfect reflection of the city’s richness.

While continuing to stay current with the needs of their customers as technology becomes a part of our everyday lives, the brand finds an opportunity in the increasing influence of technology in the fashion industry. FORWARD takes a closer look at where Whitney Linen stands with their views, how it has influenced the brand and see it is being affected as they tread this technology.
We learned that they communicate with customers more effectively and efficiently, bringing them closer to their consumers. The availability of technological tools to help tell the brand story and connect personally with their clientele has only broadened their client base. Shopify, Social Media (Instagram, Facebook) and Google Drive (while trying to keep their filing more digital) stand on top of the list of technology to help with their workflow.
Even though they see the benefit of digital fashion and how the concept of technology has allowed people to connect, bring them closer together and foster creativity, there is something about being in person that is special, says Whitney Westwood.
“I very much appreciate the in-person experience; touching and feeling something gives a sensation that you cannot duplicate digitally. The way linen drapes and its softness is something that has a great impact on an in-person experience,” she says.

“I very much appreciate the in-person experience; touching and feeling something gives a sensation that you cannot duplicate digitally. The way linen drapes and its softness is something that has a great impact on an in-person experience,” she says.

“There’s something about being in person that is special. We often plan an outfit for a special occasion, a birthday celebration, a family event, or vacation dressing; this process is still important. It’s part of what makes you feel great! The emotional connection we have to our clothing and how and where we wear them is all part of fashion. Physicality is a necessary component of fashion, but there is room for digital content. For example, posting the layers of getting dressed and ready on social media is very intimate. The poster allows the follower an intimate snapshot of their process, and it helps to create a closer connection through a digital format that is not as easy to do in person.”

The emotional connection we have to our clothing and how and where we wear them is all part of fashion. Physicality is a necessary component of fashion, but there is room for digital content.

Westwood believes that digital fashion can support in-person fashion and vice versa. Since everyone is constantly online, drawing attention online and then continuing the experience in person is vital.

What is the future of fashion in the digital age?

For Westwood, it is an exciting future as there is something for everyone! Technology has made the world smaller for like-minded people to find each other but also a lot bigger in that there is so much opportunity for people to be unique, she says. How one person consumes fashion could be vastly different from another, making it much more enjoyable– “We are excited to see how things evolve,” says Whitney Westwood.

Whitney Linen

Living in the linen

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