As we started developing the first collection and gathering ideas to present, every step of the way, whether it was a buyer or a new designer or someone, they were always asking, “What’s the white space? How is it gonna fit in, where is it gonna go, how’s it gonna fulfill different needs?” You know, the white space—referring to the blank space on the floor plan, as well as the position in the market. I got so sick of hearing that, and I remember just thinking, if the white space is so important, why don’t we just name the brand after it?
No one told us how to do the marketing or what clothes we needed to make. We are just showing it how it is. I’ve been wanting to do something different for awhile now. So we did just that. Welcome to WHT SPACE. —SW