WYSE London

Wyse is for women with a sense of joie de vivre. It has nothing to do with being a certain age or looking a certain way – but it has everything to do with wanting elevated women's clothing that's also unexpected… and a bit fabulous. Its founder, Marielle Wyse, launched the UK women's online clothing brand five years ago after spotting a gap in the market, for beautiful cashmere with spirit. Being half French and half British, her design approach is always less is more, but with a twist. Marielle wasn't a fashion designer, but she always had a passion for clothes and a creative instinct. At a time when the industry was either exclusively high-end or mass-market highstreet, she saw an opportunity to create small batches of expertly cut, excellent quality clothing, with a big dose of happiness. She sketched a jumper with a rainbow across the front (inspired by a woman she saw on the street) and four other designs on a piece of paper and a friend gave her a number for a factory who could make them. She took those five sweaters to a house party and the women there loved them. Six months later, her first pop-up to sell the sweaters, was a roaring success. Slowly, steadily, organically and with a ton of hard work, Wyse grew. That first handful of cashmere sweaters has now become a collection of the best online fashion which includes silk dresses, denim and of course an array of joy-giving knitwear. And every piece has a signature Wyse detail, be it a lurex thread, sequins, scallops or a rainbow of stripes. Women have always been at the heart of Wyse - customer feedback, then and now, is the secret of the brand's success. The Wyse community has grown into an amazing, supportive and very stylish crew - of all shapes and sizes, aged from 18 to 80 – who wear the collection in their own inimitable way. They love the brand for its sustainable approach to fashion, its fresh, modern approach to dressing and its timelessness.