In January 2008, Jane Shepherdson, former Topshop director, signed a deal to purchase a 20 per cent stake in Whistles and was appointed as chief executive.

[3] Since Shepherdson's appointment as chief executive, the clothes were said to have cleaner silhouettes with a more sophisticated palette; "baby pinks and lilacs have made way for olives, camel, china blue, tea rose and yes, plenty of black – and the detailing has a quirky vintage feel rather than being fussy.

"[4] Unlike a number of brands at parent company Topshop, Whistles is not considered to be fast fashion, citing the needs of older customers in professional careers who want more expensive clothes that last longer while still retaining "the excitement of trends".

[5] The sustainability efforts outlined include reducing the impact made on the planet's environment, protecting human rights and fair labour standards, increasing inclusivity among employees, replacing fabrics with "more responsible fibres and lower impact alternatives", increasing responsible waste and chemical management, and collaborating with their suppliers to decrease environmental footprints left by transportation.

[5] Whistles is a signatory to the UK Government Modern Slavery Pledge, the End Uyghur Forced Labour Coalition, and participated in the UN Global Compact addressing the more than 400,000 seafarers stranded at sea due to the ongoing Covid-19 pandemic.