British lifestyle retailer White Stuff pays homage to its roots with a nostalgic collection and a retro hotline ordering system, featuring iconic styles from the 80s and 90s.
British lifestyle retailer White Stuff is set to launch its nostalgic collection, Rewind ’85, featuring 17 selected pieces from the brand’s archive, including iconic surfer-style half-zip sweatshirts and graphic T-shirts. The collection is a response to customer requests made via social media and will be available starting 4 March.
To celebrate the launch, White Stuff is reviving its popular hotline order system from the 1980s and 1990s, where customers can call to place orders. Special guests—including Martin Kemp, Sinitta, and Toyah Willcox—will be answering phones at the company’s call center in Leicester during this period.
For the first three days of the launch, the exclusive Rewind ’85 collection can only be ordered through the hotline at 0800 193 1985. Following this initial period, the range will then be available in stores and online at whitestuff.com, with prices ranging from £30 for graphic T-shirts to £65 for half-zip sweatshirts.
The campaign has been developed under the direction of brand director Julia Monro, and it draws heavily on the aesthetic and style found in White Stuff’s catalogues from the 1990s. The company’s in-house creative team undertook a journey in a 1993 VW Camper van across the UK, capturing photographs of a women’s surf collective in Cornwall and ski tourers in Glenshee, Scotland, all showcasing the apparel from the Rewind ’85 collection.
Founded in 1985 by avid skiers George Treves and Sean Thomas under the name “Boys from the White Stuff,” the brand opened its first store in Clapham, southwest London, in 1991. As part of the new collection’s marketing campaign, 13 stores—including locations in Manchester, Edinburgh, and Liverpool—will feature retro-themed window displays to align with the nostalgic theme of the launch.
Jo Jenkins, CEO of White Stuff, remarked, “We’ve built such a loyal customer base since White Stuff started 40 years ago, and while we’re proud to be the modern brand we are today, we never want to forget our heritage. Our 40th birthday felt like the perfect time to reboot the nostalgic White Stuff designs which customers remember fondly and have been asking us to bring back. Who knows, perhaps they will be here to stay.”
Source: Noah Wire Services
