White Stuff launches Rewind ‘85: A nostalgic return to its roots

Celebrating its 40^th year, British lifestyle brand White Stuff announces the launch of its first archive collection: Rewind ’85. A tribute to the brand’s original designs, the range brings a modern twist to nostalgic customer favourites, from the graphic tees first sold to skiers in 1985, to the ‘90s surfer style half-zips. To mark the occasion, the brand will be re-launching a hotline (with the help of a few 80s icons) where customers can call to order the range before it launches online and in stores three days later.

It’s been 40 years since the founders George Treves and Sean Thomas had the idea of designing and selling t-shirts in the Alps to fund their winter ski trips, first sold from the back of an old Citroen 2CV. The original designs have since become iconic, with the tees and half zips becoming firm favourites amongst those lucky enough to own them.

To mark the anniversary, White Stuff polled its customers via social channels to discover which past pieces they wanted to bring back from the archive. Brand fans dug through their wardrobes to reminisce, share their highly coveted tees and sweatshirts from back in the day.

The Rewind ’85 archive collection features 17 carefully curated garments across ski and surf inspired half zips and rebooted heritage tees, paying homage to the very origin of White Stuff through an iconic reference to the ‘Boys and Girls from White Stuff’ prints. The collection is a love letter to both the original designs – which embody the relaxed, unique style at the heart of the brand’s roots – and customers who have cherished the designs for decades.

Jo Jenkins, White Stuff CEO, said, “We’ve built such a loyal customer base since White Stuff started 40 years ago, and while we’re proud to be the modern brand we are today, we never want to forget our heritage. Our 40^th birthday felt like the perfect time to reboot the nostalgic White Stuff designs which customers remember fondly and have been asking us to bring back. Who knows, perhaps they will be here to stay.”

Launching on 4^th March 2025, Rewind ‘85 will be available exclusively via a retro hotline number for the first three days. Customers can purchase the collection via 0800 193 1985. The range will then drop in stores and online at www.whitestuff.com.