DESIGNED IN SOUTH-EAST ASIA, MADE IN INDIA

Whim offers a functional, high-quality wardrobe of elevated everyday clothing for a life well dressed. Rooted in edgy design, each collection is made with meticulous attention to detail, quality craftsmanship and a refined colour palette that remains relevant beyond a single season.

Our commitment to quality and comfort is essential in our design and manufacturing process, where each garment is made to last, making Whim a compelling go-to option for those seeking an effortless mindful wardrobe.

We believe in style that comes with simplicity and ease, not fashion.

By bridging the gap between high street and designer wear, we offer accessible, versatile pieces that cater to the modern individual's need for practicality and style.

BRAND’S JOURNEY

Our brand's 10-year journey has been a tale of two chapters. The first, from 2015 to 2019, was marked by discovery and exploration. We scouted out emerging designers across South East Asia, from the vibrant streets of Seoul and Shanghai to the bustling markets of Hong Kong and Bangkok. We brought their unique voices and styles to India, curating a diverse range of clothing that showcased talent and creativity. This chapter was about laying the foundation, establishing our identity, and bringing the minimal South East Asian aesthetic to the Indian consumer.

The second chapter, from 2020 onwards, marked a significant shift in our journey. With the pandemic-induced travel restrictions, we turned adversity into opportunity and pivoted to embrace the spirit of
going local.

We discovered new avenues and launched our 2020 collection with pride. Inspired by South East Asia and crafted in India, this collection showcased our adaptability and commitment to local resources. By producing in India, we achieved quality control, customized client solutions and supported two production units, generating employment and fostering growth. Sourcing fabric locally, dyeing, and producing in-house brought us joy and pride in our venture, as we contributed to the local community.

FOUNDER

Poorvi Munim, the founder of Whim, brings a wealth of experience in costume design and styling to the brand. With nearly a decade of working in the film and advertising industries, she developed a keen eye for detail and a deep understanding of what makes clothing truly special while being functional.

The concept of Whim was born out of Poorvi's personal struggle to find clothing that reflected her individuality, both for her professional work and personal
style. This frustration sparked an idea that would eventually become Whim – a brand that offers unique and high-quality clothing options that go beyond the usual mall-bought fare.

Poorvi's travels and exploration played a significant role in shaping Whim's aesthetic and philosophy. She was inspired by South east Asia’s emerging talent, small bespoke boutiques and people’s personal style and sought to bring a touch of that style back to India. By combining her experience in costume design with her passion for travel, Poorvi has created a brand that embodies the spirit of individuality and self-expression.

The fact that Whim was "born" in Goa, further adds to the brand's unique character and charm. It's clear that Poorvi's vision for Whim is deeply personal and rooted in her own experiences, making the brand all the more authentic and relatable.