We journey, immersing ourselves in diverse cultures and lifestyles, connecting with emerging brands and new designers to bring you a range of styles that are as diverse as they are stunning.

The Whites was established in 2011 by George Filtsos. We have a passion for introducing emerging brands alongside luxury labels, blending fashion trends with a refined aesthetic.

At The Whites, we're driven by instinct, shaping our boutique experience and sharing it with our clientele. Fashion and styling aren't just commercial endeavors—they're instincts, they're White. In our world, high-end brands are merely commercial labels without instinct. Colors can be basic or bold, but instinctual colors are White.
Αs Ernest Hemingway once said, "The day I want to remember all about myself, I shall open the wardrobe and go through my clothes like a photo album." Make your wardrobe count like an album of memories!

Fashion is a nuanced art form. Some feel it, some are treated by it, some are manipulated by it, and some adore the White art, free of constraints.
At The Whites, we embrace fashion and styling from all corners of the globe, regardless of whether it's pure or provocative. Whitedreams are our brainchild, and stylish fashion is always welcomed as an esteemed guest.


“..a white t-shirt -hand destroyed by me-, was my 2nd skin in high-school. Some 30 years later, still in White I trust!”

The W story

Where Hi-End brands & Luxury brands converge with Contemporary brands & emerging Designers.


Our pioneer White is born.
Inspired by and designed with respect to the Aegean cultural architecture, hosted the most aesthetic hi-summer collections.
In 2017 W Mykonos transforms into the Panaidis eyewear Boutique


Following the birth of W Mykonos, the second W emerges on Spetses island.
The W takes shape within an imposing two-century-old stone house, embodying elegance and heritage.


Meet our iconic "black" White.
Our cherished black diamond.
Established in July 2017, this is our flagship W boutique.

2019 W VOULA

We relocated our head offices and warehouse to the coastal suburb of Voula, Athens, in a spacious 400sq.m. facility.
Additionally the ground floor of our new premises hosts a concept W store, offering a unique retail experience.

  • 2011
  • 2012
  • 2017
  • 2019

Our Featured Brands