Being based on the north Norfolk coast, emerging unisex British label Whale Of A Time have plenty of inspiration to keep this brand’s head above water in a sea of fashion casual wear.

Launched in 2015 by young designer Ellie Wales, the brand focuses on creating quality casual pieces made from organic fabrics with a nod towards retro as she explains: “I created the brand because there was nothing out there my friends or I really liked. Everything was over priced, over branded and didn’t really deliver on quality. Casual wear should be easy to wear and feel and look good in my mind and there wasn’t anything I saw that I loved, so I set up my own label”.

The collection focuses on relaxed sweaters, t-shirts and accessories with clean lines and block colours. The branding is minimal (just like their whale tail logo) and certainly ticks this season’s on-going ‘athleisure’ trend.

So who are their customers? “Our clothes are worn by all kinds of people from all walks of life and ages. Our customers range from TV celebrities, surfers, kids at Uni, skate boarders, in fact anyone looking for simple styling and quality finish” explains Wales.

We caught up with Ellie to ask her more about the brand

Ellie, what’s Whale of a Time brand about?
Whale Of A Time Clothing is a unique retro inspired clothing brand offering accessible clothing whilst delivering great quality.

What’s your 5 style tips for summer?
1. Keep it relaxed.

2. Don’t be a slave to fashion trends.

3. Aim to have great basics so that you can build the rest of your wardrobe around them. Our sweaters can be dressed up or down and offer great versatility.

4. Only wear clothes that make you feel confident – it really does show!

5. Nautical is a big trend for summer so incorporate graphic stripes into your summer style.


Describe your perfect summer day?
The perfect summer day for me would be a day out of the office and up on the North Norfolk Coast water skiing on the boats.

Name your 5 fave beaches?
They’re all here in the UK, Brancaster, Holkham, Wells, Stiffkey, Salcombe. Amazing beaches, waves and so good for your soul.

What’s your beach day essentials?
My beach day essentials are a Whale Of A Time Sweatshirt as a beach cover up for lunch or when it’s chilly and if I’m heading off on the boat, again my sweatshirt, deck shoes, bikini, wetsuit and towel. And my iPod. Nothing better than listening to some great music and being where I love most.

Describe Whale of a Time in 5 words.
Retro, preppy, casual, organic and relaxed.

To find out more about Whale of a Time clothing go to