About Wardrobe 44

Elevate your every day....

Wardrobe 44 (formerly T.A.E. Boutique) is an independent boutique founded by former print journalist Alex Gorton. Stocking a carefully chosen range of Danish, French and British fashion, Wardrobe 44 encourages women to elevate their every day through perfect pieces chosen for their attention to detail: the flattering fit, the subtle ruffle, the inspiring print or small detail that makes them look and feel special.

The Story

As a journalist (for publications including The Times, The FT, Evening Standard, Conde Nast Brides and Traveller) and co-founder of former lifestyle blog Wear & Where, I spent my former career writing about trends, interviewing the odd celebrity, travelling and, more often than not, hunting out gorgeous, affordable items that floated under the radar.

And this, really, is where the idea of Wardrobe 44 came from. Having been lucky enough to discover so many beautiful places and products through my job, I wanted to put together a curated edit of my favourite pieces on one website. None of us have the time to trawl through the shops anymore, so I wanted to make it easy for women like me to find beautiful, often unique, pieces that make you happy, all in one place.

The Future

From a first collection of accessories to an expanding range of dresses, skirts, blouses, knitwear, best-selling tees and more, Wardrobe44 is growing, thanks to the incredible support of my amazing customers. I always love feedback - good or bad - so please drop me a line and let me know what you like about the collection and the website, what you'd like to see more of (or perhaps less of!) and any other feedback you might have. Wardrobe 44 is here to help you look and feel special.

Alex x

For a First Look at new products, behind-the-scenes and styling ideas follow me on Instagram - @Wardrobe44 or sign up to our newsletter.