Founded by twin sisters and lifelong collaborators Isabel and Eleanor Waite, W was born from a shared vision to create pieces that blend understated elegance with a conscious approach to design and production.

With a love of classic designs, the sisters set out to create something different starting with one of fashion’s most iconic staples: the jacket. A well-cut jacket has the power to define a look, elevate an outfit and offer instant confidence. For us, it felt like the perfect place to begin.

We design with a return to refinement in mind - championing a quieter kind of style rooted in simplicity and ease. Inspired by an era when elegance felt instinctive, we create modern classics that bring that same clarity and confidence to today’s wardrobe.