Who Owns What Not?

What Not was founded in 2016 by husband-and-wife team Veronika and Simeon Henry in London, England. The brand was created with a vision to challenge traditional fashion norms through oversized, gender-neutral clothing that prioritized comfort and individuality over conventional sizing and styling.

The brand quickly gained recognition for its distinctive aesthetic, featuring exaggerated proportions, architectural silhouettes, and a monochromatic color palette. What Not's early collections focused on reimagining everyday wardrobe staples like t-shirts, hoodies, and coats with dramatic, sculptural forms.

Throughout the late 2010s, What Not expanded from a small independent label to a globally recognized fashion brand. The company's commitment to sustainable practices, including local production and ethical manufacturing, resonated with increasingly conscious consumers.

In 2020 and 2021, What Not gained international attention through celebrity endorsements and features in major fashion publications. The brand expanded its retail presence through partnerships with select boutiques and department stores worldwide while maintaining its direct-to-consumer focus.

Throughout the 2020s, What Not has continued to innovate with new collections, collaborations, and expanded product categories while staying true to its core design philosophy of oversized, inclusive fashion.