Download as a PDF: Local Boutique Whorl to Launch Private Label This Fall
Located in Denver’s LoHi neighborhood, Whorl is one of Denver’s best new boutiques. Now, a year after its founding and opening, Whorl is launching its own private label, Imprints, this fall.
Whorl opened last November under owner Megan Timlin, a Colorado State University graduate from the apparel and merchandising program. She wanted to be involved in the Denver fashion community and bring new styles to Denver, which inspired her to open her store. Originally under a different name, the store rebranded itself to Whorl.
“Whorl, to us, means the marks we leave on the Denver fashion community and the marks our clients leave on the store,” said Timlin. Whorl reaches the demographic of women ages 25-55, providing chic styles that can be used for many different occasions, with the idea to offer more chic and sophisticated options than just jeans and a t-shirt.
Timlin tries to carry brands that are up-and-coming and different from those carried in other stores. These brands are different and exciting, which is what the new private label would contribute to Whorl’s clothing selection. Timlin hopes that with the private label customers would feel the same excitement they would if a new brand being carried in store. Except this time, it’s their own.
Her private label team is comprised of graduates from the CSU apparel and merchandising program – talented designers who happen to be her friends – whom Timlin wanted to collaborate with to make use of their talents and skills.
Imprints is inspired by the urban-chic vibe of New York, filled with structured skirts, shift dresses, body con dresses and cape dresses. The fall/winter color palette is also New York inspired – black, grey, hunter green and teal. The collection strikes a balance between heavier and lighter pieces that can be worn in all types of weather and any occasion throughout the season.
The Imprints team is partnering with Rocky Mountain College of Art and Design to produce the line. RMCAD has a brand new studio space as part of their brand new fashion design program and Timlin felt it was a great opportunity to localize the production since RMCAD is just outside Denver in Lakewood. Timlin hopes to get RMCAD students involved in the design and production process for the next collection.
Imprints will be manufactured locally in Colorado, giving customers quality garments sold at an affordable price point. Not only does it benefit the local economy, it is a way for customers to know where their clothing is made.
“It allows for transparency that really lacks in the fashion industry,” said Timlin, “so being able to say where the clothing is made and where materials come from, there are no hidden secrets from our customers.”
A portion of the sale of the garments from the private label will go to Fear Free, a non-profit organization soon to be launched by Timlin that focuses on teenage girls who are battling anxiety and depression. It is aimed to provide a group environment so girls won’t feel so alone and to receive help. The second phase of the non-profit will provide therapy as well as a scholarship to help underprivileged girls afford the therapy. Her third and final phase is to provide an internship program in the Denver fashion community.
Money is being raised for both Imprints and Fear Free through a campaign on Indiegogo. Half of the $10,000 they hope to raise is going to design and production of the private label, while the other half will go towards Fear Free. In addition to the campaign, Whorl will host events, such as a silent auction, to raise money. They are also taking their boutique mobile – Whorl on Wheels – where the money made from sales will solely go towards the private label.
For the future, Timlin sees Whorl continuing to focus on empowering their customers by providing chic and affordable clothing, while also expanding Fear Free to eventually focus on teenage boys in addition to teenage girls. She sees it growing into something successful, that can really make an impact in the Denver fashion community.