Wyse London is for women with a sense of joie de vivre. It has nothing to do with being a certain age or looking a certain way, but it has everything to do with wanting elevated women’s clothing that’s also unexpected… and a bit fabulous.

Its founder, Marielle Wyse, launched the UK women’s online clothing brand five years ago after spotting a gap in the market, for beautiful cashmere with spirit. Being half French and half British, her design approach is always less is more, but with a twist. Marielle wasn’t a fashion designer, but she always had a passion for clothes and a creative instinct. At a time when the industry was either exclusively high-end or mass-market highstreet, she saw an opportunity to create small batches of expertly cut, excellent quality clothing, with a big dose of happiness.

She sketched a jumper with a rainbow across the front (inspired by a woman she saw on the street) and four other designs on a piece of paper and a friend gave her a number for a factory who could make them. She took those five sweaters to a house party and the women there loved them. Six months later, her first pop-up to sell the sweaters, was a roaring success. Slowly, steadily, organically and with a ton of hard work, Wyse grew.

That first handful of cashmere sweaters has now become a collection of the best online fashion which includes silk dresses, denim and of course an array of joy-giving knitwear. And every piece has a signature Wyse detail, be it a lurex thread, sequins, scallops or a rainbow of stripes. Women have always been at the heart of Wyse - customer feedback, then and now, is the secret of the brand’s success. The Wyse community has grown into an amazing, supportive and very stylish crew - of all shapes and sizes, aged from 18 to 80, who wear the collection in their own inimitable way. They love the brand for its sustainable approach to fashion, its fresh, modern approach to dressing and its timelessness.