About Wardrobe 44

Elevate your every day....

Wardrobe 44 is a British-based clothing brand and online store founded by former print journalist Alex Gorton. 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 design twist that makes them look and feel special. We were thrilled to be included in Observer Magazine's round-up of the top U.K and Ireland boutiques in 2023 and featured in the finale of BBC 1's smash hit show The Traitors.

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, must-have 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 initially wanted to put together a curated edit of my favourite pieces on one website. And then, having not be able to find exactly what I wanted at the right price point, I set about designing my own range.

There comes a time in the majority of women's lives when their confidence wobbles a little and they are no longer as sure of their style as they used to be. I wanted to create a collection of highly wearable pieces that felt current, contemporary and special, and most importantly gives whoever is wearing them the confidence to step out into the world looking and feeling amazing.

The Future

From a first collection of bought-in accessories to an expanding range of own design 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_shop or sign up to our newsletter.