DESIGNED IN SOUTH-EAST ASIA, MADE IN INDIA

Whim represents a philosophy of dressing to effortlessly showcase individuality and self-expression. We believe in style that comes with comfort, confidence and ease, not fashion.

By focusing on functional, high-quality wardrobe essentials with unique details, we prioritize timelessness over trendiness, ensuring that our pieces remain relevant beyond a single season.

Our commitment to quality and comfort is essential in our design and manufacturing process, which seeks to create garments that make the wearer feel empowered and valued.

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. We focus on providing excellent value for money while satisfying customers' style cravings, making Whim a compelling go-to option for those seeking a mindful wardrobe.

In essence, Whim's philosophy embodies the idea that personal style should reflect one's individuality, rather than a mere follower of fleeting fashion trends.

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 in South-east Asia played a significant role in shaping Whim's aesthetic and philosophy. She was inspired by the region's 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.