All about Ellie
Ellie, please can you tell us a bit about yourself – what do you do, and where are you from?
I’m 27 years old and the Owner and Founder of Whale Of A Time Clothing, which is proudly based in Norfolk. I grew up surrounded by the beauty of the countryside and the coast, which has had a huge influence on both my lifestyle and my brand. Whale Of A Time Clothing began as a small idea while I was still in education, but it has grown into a vibrant, sustainable fashion label with customers all over the UK and beyond. Running the business keeps me busy, but it’s incredibly rewarding to see something I dreamed up in my teenage years now being worn and loved by so many people.
What inspired you to set up Whale Of A Time Clothing?
I’ve always been a creative person with a strong love for art, design, and textiles. Back when I was in Sixth Form, I noticed a gap in the market for block-coloured, retro-style sweatshirts. The only way to get them at the time was through vintage shops or resale platforms like Depop, so I decided to make my own. I had just two sweatshirts made by a seamstress, and that was the spark that lit the fire. The name Whale Of A Time came quite naturally, it’s a playful nod to my surname, Wales, but it also perfectly reflects the fun, carefree and colourful ethos of the brand.
I’ve always been a creative person with a strong love for art, design, and textiles. Back when I was in Sixth Form, I noticed a gap in the market for block-coloured, retro-style sweatshirts. The only way to get them at the time was through vintage shops or resale platforms like Depop, so I decided to make my own. I had just two sweatshirts made by a seamstress, and that was the spark that lit the fire. The name Whale Of A Time came quite naturally, it’s a playful nod to my surname, Wales, but it also perfectly reflects the fun, carefree and colourful ethos of the brand.
Where did your love of fashion and art come from?
My love for fashion and art has always been rooted in self-expression. I’ve never been drawn to overly formal or restrictive clothing - I’ve always wanted pieces that are comfortable and practical, but still stylish and uplifting. I think clothes should make you feel good the moment you put them on, and for me, that means playful colours, relaxed fits, and designs you can wear anywhere, from the beach to the city. That blend of creativity and practicality is what drives every product we design at Whale Of A Time.
What was the first piece in your collection, and how has the brand grown since then?
Our very first piece was the Orca sweatshirt, a simple but striking design that perfectly captured our retro-inspired style. The reaction to it was incredible, and it quickly encouraged me to expand the range. Soon after, we introduced our now-iconic quarter zips, which really became the heart of the brand and helped us develop a loyal following. Nine years on, the collection has grown far beyond sweatshirts and quarter zips. We now offer swimwear, denim, outerwear, and more - all designed with our signature pops of block colour. What’s been especially exciting is being able to create a full wardrobe for our customers, so they can shop complete outfits with us while still enjoying that same bold, easygoing style we started with.
Our very first piece was the Orca sweatshirt, a simple but striking design that perfectly captured our retro-inspired style. The reaction to it was incredible, and it quickly encouraged me to expand the range. Soon after, we introduced our now-iconic quarter zips, which really became the heart of the brand and helped us develop a loyal following. Nine years on, the collection has grown far beyond sweatshirts and quarter zips. We now offer swimwear, denim, outerwear, and more - all designed with our signature pops of block colour. What’s been especially exciting is being able to create a full wardrobe for our customers, so they can shop complete outfits with us while still enjoying that same bold, easygoing style we started with.
Sustainability is very important to you. How do you achieve this across your business?
Sustainability has been at the core of Whale Of A Time from the very beginning. We choose eco-friendly materials wherever possible, including organic cotton and recycled polyester, which not only reduces our environmental impact but also ensures our products are high quality and long-lasting. All our online orders are shipped in plastic-free, fully recyclable packaging. We’re also passionate about reducing waste, so we host “sample and seconds” sales where customers can buy ex-display items from shows, as well as samples, at a discounted price. This way, nothing goes to waste, and our products still find a happy home.
Sustainability has been at the core of Whale Of A Time from the very beginning. We choose eco-friendly materials wherever possible, including organic cotton and recycled polyester, which not only reduces our environmental impact but also ensures our products are high quality and long-lasting. All our online orders are shipped in plastic-free, fully recyclable packaging. We’re also passionate about reducing waste, so we host “sample and seconds” sales where customers can buy ex-display items from shows, as well as samples, at a discounted price. This way, nothing goes to waste, and our products still find a happy home.
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For me, it has to be the cherry roller bangle.
It’s such a timeless piece, and I’ve had mine for many years, I actually think I bought it when we had our very first stand at Burghley Horse Trials! It’s one of those accessories that goes with everything, and it’s a lovely reminder of how far the business has come since those early days.
Finally, what’s your one piece of advice for anyone looking to start a new business?
Don’t be afraid to make mistakes or take risks. The reality is, you’re going to learn so much along the way, and not everything will go perfectly and that’s okay. Every challenge you face teaches you something new and helps you grow. The most important thing is to give it your all, trust your vision, and enjoy the process. If you’re passionate and persistent, amazing things can happen.
You can follow Whale of a Time on Instagram at @whaleofatimeclothing and online at whaleofatimeclothing.com
