Wh!m was founded in 2015 by Poorvi Munim, a freelance stylist and costume designer with nearly a decade of experience in styling for movies and advertising.

The concept of bringing alternatives to mall-bought clothing came to Poorvi as she, too, was always struggling to find the right clothing — not just for her styling work, but also, for herself.

A passionate traveller, she was inspired by small, bespoke boutiques during her explorations, and decided to bring some of the alternative style back to India with her.