Sean Thomas sold the initial batch of 100 T-shirts very quickly in the company’s inaugural year, while George Treves stayed at home in the UK to work on a course at a catering college.

[5] The following season, they began printing sweatshirts as well as T-shirts which, according to Treves, “started to gain Alpine kudos as a grassroots level; it had an aspirational value for holidaymakers who had seen ski workers wearing it”.

[6] Treves and Thomas toured the French Alpine ski resort town of Val d'Isère, selling their products in hotels and bars from a suitcase.

[7] Over the next five years, Bailey moved the White Stuff label away from its original image as a winter wear retailer to begin focusing on a more bohemian, urban audience.

This has led to the creation of many campaigns, including Surf Relief, Give a Gnome a Home, National Wear a Tea Cosy on Your Head Day, and Charity Flip Flops, as well as local events, such as bake sales and raffles throughout each year.

[16] Some White Stuff stores include their own cinemas, pick ‘n’ mix counters and bespoke changing rooms decorated in themed styles.