‘One of us in this room has been possessed by an owl’, the response… ‘who?’

This joke accidentally set me on the path to founding the Who House Collective. For months, I desperately tried to get my partner to say those three letters in a questioning tone, failing almost every time.

Eventually, she took matters into her own hands and made me the first ever hand-embroidered Who? Crew, featuring an owl that would go on to become Wholesome Who.

It quickly became my favourite top and the first thing I reached for whenever I was putting together a fit.

Now, whilst that’s a cute story, it’s not quite enough to explain why it became a brand. As a frequent traveller, I started to notice the number of comments I’d get whenever I wore the original crew. One crisp November day, exploring the old streets of Tbilisi, Georgia, no less than five separate people stopped me to ask where they could get a top just like mine. By the end of that day, the Who House Collective was born.

It’s a simple brand, really. An ever-growing collection of cute owl characters, known as whos, that portray emotions and lifestyles we all recognise. Each owl poses one essential question… ‘Who?’

Quality is non-negotiable at the Who House Collective. I will always push for the best products and more sustainable options, standing firmly against fast fashion and poor-quality products. 

Most importantly, I want you to feel the same joy I do every single time you wear Who House Collective fits.

Welcome to the collective.

Julian Stone BEM