What Not Brands Ltd.
British fashion company specializing in oversized, gender-neutral clothing and sustainable fashion practices.
Company Type
private
Founded
2016
Headquarters
London, England, UK
About What Not Brands Ltd.
Who owns What Not Brands Ltd.?
What Not Brands Ltd. is independently owned by its founders, Veronika and Simeon Henry. The company operates without any parent organization or external investors. Veronika Henry leads creative direction and Simeon Henry oversees business operations.
What Not Brands Ltd. is independently owned by its founders, Veronika and Simeon Henry. The company operates without any parent organization or external investors. Veronika Henry leads creative direction and Simeon Henry oversees business operations.
Is What Not Brands the same as Whatnot?
No. What Not Brands Ltd. is a British fashion company founded in 2016 by Veronika and Simeon Henry. Whatnot Inc. (whatnot.com) is a separate American company that operates a live auction marketplace. The two companies are unrelated.
No. What Not Brands Ltd. is a British fashion company founded in 2016 by Veronika and Simeon Henry. Whatnot Inc. (whatnot.com) is a separate American company that operates a live auction marketplace. The two companies are unrelated.
When was What Not Brands founded?
What Not Brands Ltd. was founded in 2016 by Veronika and Simeon Henry in London, England.
What Not Brands Ltd. was founded in 2016 by Veronika and Simeon Henry in London, England.
What is What Not Brands known for?
What Not Brands is known for its oversized, gender-neutral clothing with architectural silhouettes and a commitment to sustainable and ethical manufacturing. The brand challenges conventional fashion sizing and gender norms through its design philosophy.
What Not Brands is known for its oversized, gender-neutral clothing with architectural silhouettes and a commitment to sustainable and ethical manufacturing. The brand challenges conventional fashion sizing and gender norms through its design philosophy.
Is What Not Brands publicly traded?
No, What Not Brands Ltd. is privately owned by its founders and is not publicly traded.
No, What Not Brands Ltd. is privately owned by its founders and is not publicly traded.
History of What Not Brands Ltd.
What Not Brands Ltd. was founded in 2016 by Veronika and Simeon Henry in London, England. Veronika Henry, a fashion designer with a background in architectural design, developed the brand's signature aesthetic: oversized, gender-neutral garments with exaggerated proportions and clean, architectural silhouettes.
The brand launched with a focus on direct-to-consumer sales through its website, allowing it to maintain control over pricing, brand presentation, and customer relationships. The company's distinctive aesthetic quickly attracted attention from fashion media and a growing community of customers who appreciated its unconventional approach to sizing and gender.
What Not Brands built its reputation through a combination of strong visual identity, social media presence, and word-of-mouth among fashion-forward consumers. The brand's commitment to sustainable and ethical manufacturing, using carefully selected production partners in Portugal and Turkey, resonated with consumers increasingly concerned about the environmental and social impact of fashion.
Throughout the late 2010s and early 2020s, What Not Brands expanded its product range from core oversized tops and trousers to a broader range of garments and accessories. The company maintained its independent ownership structure, resisting acquisition offers and external investment to preserve its creative direction and values.
The brand has continued to grow its international customer base, shipping to customers across Europe, North America, and other markets, while maintaining its London headquarters and small team.
Brands Owned by What Not Brands Ltd.
What Not Brands Ltd. owns 1 brand in our database.
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What Not Brands Ltd. Ownership: Pros & Cons
Advantages
- +Complete creative and operational independence with no external investor pressure
- +Distinctive design identity that differentiates the brand in a crowded market
- +Authentic commitment to sustainable and ethical manufacturing
- +Direct customer relationships through DTC model
- +Flexibility to innovate without corporate constraints
Considerations
- -Limited resources compared to major fashion conglomerates
- -Higher production costs due to sustainable manufacturing practices
- -Small team limits operational capacity and growth speed
- -Competition from larger brands adopting similar oversized and gender-neutral aesthetics
- -Dependence on founders' continued involvement
Frequently Asked Questions About What Not Brands Ltd.
Who owns What Not Brands Ltd.?
What Not Brands Ltd. is independently owned by its founders, Veronika and Simeon Henry. The company operates without any parent organization or external investors. Veronika Henry leads creative direction and Simeon Henry oversees business operations.
Is What Not Brands the same as Whatnot?
No. What Not Brands Ltd. is a British fashion company founded in 2016 by Veronika and Simeon Henry. Whatnot Inc. (whatnot.com) is a separate American company that operates a live auction marketplace. The two companies are unrelated.
When was What Not Brands founded?
What Not Brands Ltd. was founded in 2016 by Veronika and Simeon Henry in London, England.
What is What Not Brands known for?
What Not Brands is known for its oversized, gender-neutral clothing with architectural silhouettes and a commitment to sustainable and ethical manufacturing. The brand challenges conventional fashion sizing and gender norms through its design philosophy.
Is What Not Brands publicly traded?
No, What Not Brands Ltd. is privately owned by its founders and is not publicly traded.
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