In The Country Magazine
Collaboration Golden Ticket In The Country

Ellie Wales – From School to Success

The Winter issue has arrived and copies are being sent out left right and centre. However, since the magazines arrived on Monday, the Golden Ticket is yet to be found. Who will be the lucky recipient and winner of this issue’s prize giveaway in partnership with Whale of a Time Clothing.

The Golden Ticket announcement was quite last minute this issue and so we haven’t had too much time to shout about it but whilst the hunt is still on, we thought we’d share a little bit more about the brand and its founder, Ellie Wales.

Founder and designer, Ellie Wales, aged just 2 (the same age I was when I started ITC), has swapped sixth form for retail success since forming the brand in 2016. Starting with her young ambition for designing fun and affordable fashion that reflected her own love for

retro-inspired, vintage designs born from the notorious nineties, Ellie started Whale of a Time Clothing as the go-to for off-duty wear. Reviving the popular quarter zip sweatshirts and classic deck “rugby” shirt, Ellie’s passion for art and design is clear to see in her collections, which stay sustainably stylish using 100% organic cotton.

What started as small business within the family kitchen has transformed into an

ever-growing online retailer whose HQ is now based in a brand-new office space within Ellie’s hometown of Norfolk. A firm favourite with university students for its cool, retro-revival, Whale of a Time Clothing now has an extensive number of brand ambassadors representing within their student communities, seeing sales go from strength to strength. The brand has been worn regularly off-duty by high society fans, including Lady Alice Manners to most of the Made in Chelsea cast, as well as a whole host of influencers within the fashion and country sectors alike.

Drawing inspiration from the North Norfolk Coast, where she grew up, Ellie’s designs are defined by bold colour blocking with standout slogan-inspired prints, taking the effortless style of the nineties and giving it a modern-day makeover. At the heart of each collection is the signature sweatshirt, produced from luxurious 100% cotton, keeping it both sustainable and stylish, created in a relaxed fit. Ellie looks ahead to emerging trends and works the pantone of the season into her collections. The SS19 saw an array of sorbet shades, to tie in with the pastel trend of the moment, offering her own pastel perfections.

Today, Whale of a Time Clothing has gone from a small business to a successful

ever-growing online retailer. Stocked in over 25 wholesalers, sold at countless country shows across the UK and worn by Instagram’s finest, what started in Ellie’s family home, has just expanded into its own brand-new office space in West Acre, Norfolk. With a consistently high customer return rate and shipping to 6 of 7 continents worldwide, Ellie prides herself in listening to customer feedback by endeavouring to be innovative with each new collection, keeping the range of products fun, organic and affordable.

Hot off 2018’s huge trend, where nineties nostalgia spread like wildfire across the high street, the ‘Norfolk Quarter Zip Sweatshirt’ accounted for 30% of ALL website sales for 2018. Not to mention sales at Badminton Horse Trials increased by 199% on the previous year, closely followed by Burghley Horse Trials with a growth of 180%.

Whale of a Time Clothing continue to be an ever-growing online success within its own right and takes on those iconic trends with a twist. Originally started to create fun, affordable fashion inspired by the standout slogan tees of the nineties, founder and designer, Ellie, has brought her visions to life – whilst keeping it eco-friendly using 100% organic fabrics.

We asked Ellie some fun, informal and lighthearted ITC style questions so we could get to know her a little better. Here goes:

Cats, Dogs or Horses? Horses and dogs equally, but

must be a dachshund of course!

Tea or Coffee? Tea two sugars

What would you order at a bar? Gin & Tonic

Coast or City? Coast

Dress down or Dress up? Both – love to dress down &

be comfortable but also love dressing up for occasions!

I find Ellie’s story inspirational and as a fellow young, female business woman it is so great to see others like me absolutely bossing it! If you have ordered a copy of the latest Winter issue, you’ll see WOAT’s stunning advert on the outside back cover too! With so many gorgeous products in Ellie’s collection (and more being added all the time), there is certainly something for everyone.

One of my favourite aspects of the brand is that whilst it operates within a heavily female dominated market, being country lifestyle, it caters brilliantly for men too. We love everything about this young, fun, free-spirited brand and will continue to follow Ellie’s entrepreneurial journey closely. There are a few things from her latest collection certainly going on my Christmas list this year… including the new Penzance Puffer Jacket as seen below.

Until next time…

Lots of love,

Hollie-Ella Xxx

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