As clear as the ocean, as a rebel of the sea, WHTE isn’t just a brand - but a philosophy. We dream about the whte lines, Scandinavian minimalism, the simplicity in silhouettes.Imagine the feeling of a freshly started fireplace, the smell of wood. Think about slipping on your cozy slippers and inhaling the steam from a hot cocoa with a hint of love.

That is what WHTE is all about. Feeling peace, feeling the warmth, tasting the freedom. The premium brand was born early 2019 in Stockholm city and aims to inspire its trendsetters to see the simple beauty as it is. Each imprint, each flaw, each shade has its own story and that is what

WHTE is all about. Being a rebel - still moving against the odds and swimming against the stream. It’s what we deserve. We live one life and each second matters. It’s already too late to live in darkness. It’s time to leave the shadows, to be our own rebel. It’s time to see the shades of light.

WHTE Sthlm

Scandinavian minimalism at its finest




European people are known for their simple yet stylish way of dressing, and people from Stockholm are no exception. With their high-end beauty trends, love for ripped jeans and casual-glam outfits, the typical ‘Stockholmian’ is a person that turns heads anywhere they go. The secret for their lavish lifestyle and fashion is less is more, and this also comes down to the long but beautiful winters Sweden has. Their winter wonderlands are amazing and gathers tourists from all over the world to explore, see and gasp over the whte layers covering the cities from head to toe.

Even during wintertime, the inspirational style is a never ending story. With high neck tops, wool coats and rough combat boots to top it off, the Scandinavians are looking more fab than ever. And while the outside makes a big impact, the inside is key. A warm cashmere sweater, a pair of soft sweats combined with a beautiful cashmere poncho not only will set your place on the

trendsetter map, but also make you feel just as fabulous as you truly are. Let your colours shine - Leave the rest up to WHTE.




After 12 years in the retail & marketing industry, Diana decided to make her own imprint on the Scandinavian fashion industry and started WHTE sthlm. 

She has previously worked for famous fashion brands as a store manager, visual merchandiser, marketing manager and product manager. And by combining her experience in the retail industry and in the marketing sectors, she focuses on creating collections that preserves the Swedish heritage, going after the motto “less is more” and truly using the most natural fabrics to develop a premium brand unlike any other.


Growing up in Canada as a Fashion student, she was surprised by the fashion cultural clash when moving to the capital of Sweden. Replacing feathers, flowers, prints and glitters to simple lines, darker silhouettes and minimal details.

 After working as a fashion assistant for the Swedish mogul Peter Englund, she decided to challenge herself and get out of her comfort zone. That leap led her to her new career as a fashion & technical designer. And the result of all the hard work is WHTE sthlm. The premium brand that is the opposite of the fast fashion brands she grew up with. (Speaking about leaving comfort zones!)




Cashmere wool fiber for clothing and other textile products is obtained from the neck region of Cashmere and other goats. It has been manufactured in Mongolia, Nepal and the city of Kashmir for thousands of years and has been used to make shawls and coats mainly. Cashmere is the finest, softest and warmest wool found in nature. The goats that the cashmere is made from, lives 14000 ft above sea level where the climate is extremely cold and with little vegetation. Nature has given these goats the soft and very warm undercoat to survive in this harsh climate. Each cashmere hair, is 1-6th of the diameter of a human hair. Because world production is so small and gathering & processing are costly, cashmere is a luxury fiber.

A sweater requires the fleece of 4-6 goats and an overcoat uses the production of 30 to 40 goats. These numbers can give you a hint about why the cashmere might be the most exclusive and expensive fabric in the world.