White Stuff is a British fashion and lifestyle brand that sells women’s and men’s clothing, accessories and gifts in over 100 shops in the United Kingdom, shops in Germany and Denmark, via mail-order catalogues and through its website. The brand has become known for its traditional British styles, idiosyncratic boutique stores and innovative marketing campaigns. White Stuff was founded in 1985 when two friends, George Treves and Sean Thomas, decided to form a business to fund their love for skiing. Starting under the name “Boys from the White Stuff”, their printed T-shirts and sweatshirts became instantly popular in the alpine region of Val d’Isère. The pair opened the first White Stuff Clothing store in London in 1991.