OUR STORY
Whale of a time clothing was started in 2016 by its owner and founder Ellie Wales. We design statement casual clothing for young people who love the British outdoors.
Where it Started.
Our story began in September 2016, when Ellie was in her final year of sixth form. Growing up with a rural Norfolk lifestyle, she noticed a gap in the market for casual clothing that was both fun, practical, and more environmentally conscious. Combining her passion for art and textiles, she designed three sweatshirt styles, had a small batch produced, and began selling them to friends and family.
Big Ambitions.
After her sweatshirt range sold out almost instantly, Ellie quickly got to work ordering a restock and designing new pieces to complement the collection. With big ambitions for her new brand, she launched the Whale Of A Time website so like-minded people across Britain could shop the latest casual wear must-haves.
As the brand grew in popularity and stock could no longer fit in the small office at Ellie’s family home, it was time to move to a larger HQ in West Acre, nestled in the heart of the Norfolk countryside. With an expanding clothing range and more space to fill, Ellie began building a team to help take the brand to the next level. This included hiring a Marketing Manager and a Customer Service & Warehouse Assistant. With a clear marketing strategy in place, the team quickly built a strong social media following, including support from some familiar faces.
Binky Felstead
2017
Tristan Phipps
2019
Erin Williams
2022
Eliza Batten
2020
Will Young
2023
Harriet Cowan
2025
Reducing Waste - Every Step of the Way.
Sustainability is at the heart of everything we do at Whale Of A Time. Every product is thoughtfully designed by our team at our Norfolk headquarters and made using responsibly sourced materials, including organic cotton and recycled polyester. All of our clothing is produced in Turkey by family-run factories that we’ve built strong, trusted relationships with over the years, ensuring every piece is ethically and responsibly made.
We’re passionate about reducing waste, making sure leftover fabric is repurposed into new pieces wherever possible. We also run regular Preloved sales, offering ex-display items and slight seconds at a fraction of their original price to help minimise waste. Alongside this, we proudly support charities each year, donating both a portion of our profits and stock to organisations such as Mind and Barnardo’s.
Thank You for Being Part of the Journey
At Whale of a Time Clothing, every order, message, and photo you share means the world to us. Seeing our pieces out in the wild - on beaches, boats, holidays, and everyday adventures - is what makes this journey so special. Thank you for supporting our small brand, for sharing your moments with us, and for being part of the Whale of a Time community. We can’t wait to see where your next adventure takes you.
