The rebooted Warehouse has done during last year. It’s gone fashion, which means out with the work blazers and Friday night dresses and in with the prints and tracky pants. Here are 4 things Warehouse has changed for the very first time in the 40-year-of-history.
1. There have been some personnel changes
Alasdair Willis, who oversees Hunter and is married to Stella McCartney, is brand consultant. Emma Cook, who used to show poppy prints and retro dresses at London fashion week, does the designing. An odd couple of quirk and commerce, it shouldn’t work but it does.
2. It’s now the destination on the high street for blouses
There are tons of them, from daisy-printed ones to puffed-sleeve and satin-and-tie-dye silk T-shirts. The stand-out is a Hold Up yellow wide-neck blouse with sailor’s bib at the back. From daisy prints, puff sleeves to statement trench coat or oversized.
3. The focus is the U.K.
Cook said she wanted to bring the “British unselfconsciousness” into the collection, which basically means there are loads of things that shouldn’t go but do, such as clashing prints on a slip dress or a slightly weird peplum on a blouse.
4. They’re going big on the branding
Anyone used to the justified font that has been above the door of Warehouses for the past 40 years will be surprised. The new logo is quite first generation emoji, with square brackets and a very grammatically correct full stop. There’s also ‘Warehouse’ printed on ribbons down a pair of skater shorts and on a bag, something that pleases Cook greatly. “I like the cheekiness of it,” she says. “It’s unexpected.” Just like the rest of Warehouse for autumn then.
Warehouse Vietnam stores addresses:
Unit 8, Level 2, Saigon Centre, 65 Le Loi, Dist.1, Ho Chi Minh City
T: (84 8) 38.210.437
Crescent Mall, Level 2, Unit 25, 101 Ton Dat Tien, Phu My Hung, Dist. 7, Ho Chi Minh City
T: (84-8) 5413 8620
Unit 8, Level 2, Bitexco Financial, 2 Hai Trieu, Dist.1, Ho Chi Minh City
T: (84-8) 6269 2111
Vincom Center, Level B1, Unit 07-08, 72 Le Thanh Ton, Dist.1, Ho Chi Minh City
T: (84-8) 3993 9302
Hoang Thanh Tower, 114 Mai Hac De, Hai Ba Trung District, Ha Noi
T: (84-4) 3974 4205
