The Story Behind Winston & Elle
Winston & Elle was founded in 2014 by husband and wife Daniel and Jessica Rayneé. The idea came from a great passion for fashion and a longing for a design that the founders felt was missing in Sweden. The basic idea behind the brand was then, as it is today, to create unique garments in hand-picked fabrics and always in small editions at a reasonable price. In addition to this, there was a desire to work creatively and start a natural and social meeting place where everyone should feel welcome. Regardless of age, size or budget, we want the customer to feel good in garments from Winston & Elle.
The design is characterized by simple cuts with well-thought-out details, which makes the clothes easy to match and that they can stay in the wardrobe for a long time. We want to create clothes that are easy to use, with a sense of exclusivity, and that can be used season after season regardless of temporary trends.
In the summer of 2014, Winston & Elle opened its first store in Sundbyberg. The goal was to create a store where the combination of unique design, personal service and an almost “at home experience” would give the customer a uniquely positive shopping experience. In 2018, Winston & Elle was proudly awarded the prestigious “Store of the Year” award at the Swedish Trade Retail Awards. Winston & Elle can also be found since 2020 at Götgatan 20 on Södermalm in Stockholm.
In October 2023, Winston & Elle Outlet opened as a natural step in the brand's circular process. Here, items from previous collections and seasons are sold at heavily reduced prices. Winston & Elle Outlet's goal is to let nothing go to waste and a way to adapt to the needs of customers in different price ranges.
"We want to create sustainable design that everyone can wear, without categorization barriers."
We believe in the physical meeting and always want to deliver professional help but with a genuine interest in our customers and their shopping experience, which we also want to convey here at winstonandelle.com.
