DESIGNED IN SOUTH-EAST ASIA, MADE IN INDIA

Whim represents a philosophy of dressing to showcase individuality and personality by building a functional wardrobe that is a fun and carefree twist to everyday wardrobe essentials which are easy-to-wear.

Our aim is to create simple and quality wardrobe essentials with edgy details that are made to last beyond seasons.

We believe in style that comes with comfort, confidence and ease, not fashion. We don’t pick our garments with trends in mind — they’re wearable, versatile, and ensure that the wearer feels like a million bucks. Our focus is to find clothes that give the sartorialist on the go the best value for their money, while simultaneously satisfying their style cravings.

In essence, we bridge the gap between high street and designer wear.

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.