CALUM WHITLEY
MENSWEAR DESIGNER
EMAIL: CALUMJAMESWHITLEY@GMAIL.COM
Calum Whitley is a menswear product designer currently living and working in Stockholm, Sweden.
An experienced and versatile menswear designer with over 10 years in the fashion industry, working across multiple product categories and print design. Skilled in end‑to‑end design development—from trend research and colour direction to tech‑pack execution and final fittings. Demonstrated success in both large‑scale retail (H&M) and agile supplier settings, with a proven ability to lead teams, develop commercial collections, and liaise effectively with global suppliers.
AW26 Menswear Outerwear Project
SELF LEAD PROJECT
This project was entirely researched, developed, and executed by me, from initial concept planning, mood and trend research, sketch development, detail drawings, and final line-up design.
The self-set brief was to create a 4-piece AW26 collection for one of my favorite product types to work with, outerwear, balancing 2 formal and 2 casual styles. To provide further depth, I expanded each direction into 5 highlighted products per trend, ensuring a commercially relevant yet forward-thinking offer.
The project covers both Modern Sartorial and Everyday Utility trends, supported with CAD line-ups, colour palettes, fabric choices, and trim details. I used the BOM page as somewhat of a sourcing page, but this would of been done earlier in season working with a buyer/PD.
In addition, I have included AI-generated product images at the end of the project. These are not design outputs, but visual experiments to provide a realistic impression of how key casual pieces could look when developed — embracing new technologies to bring design concepts closer to reality.
ALL AMERICAN REVIVAL SS25
Senior Designer, Men’s Shirts – H&M Street Concept
Rooted in the ethos of all‑American vintage aesthetics, the collection channels rugged, weathered charm infused with heavy surface treatments, subtle tints, intricate grinding, and carefully crafted distressing—each garment telling a story of timeless classics with a contemporary edge.
UTILITARIAN LUX ss25
Senior Designer, Men’s Shirts – H&M Athleisure Concept
This trend seamlessly merges high‑end aesthetics with functional design, spotlighting utilitarian elements such as clever pocketing and versatile cargo styles. Imagine easy‑to‑wear tracksuits enhanced with subtle utilitarian details that reflect refined and sophisticated sportswear.
LUX LOUNGE AW24
Senior Designer, Men’s Lounge and Woven Underwear – H&M
This collection presents an updated approach to modern loungewear — designed with a clear focus on refined comfort, timeless style, and tactile richness. Drawing from traditional sleepwear silhouettes and classic menswear tailoring, this assortment blends softness with structure, delivering versatile pieces that bridge the gap between homewear and elevated casual dressing.
At the end of the project is 2 online only drops we did for gift giving.
Luxury Lounge - focused on elevated comfort, using 100% silk, modal 2x4 ribs, and clean, classic fits. A chance for us to test a higher price point and bring something more premium to the customer.
Soft lounge - took a more relaxed approach, with muted fabrics, streetwear-inspired silhouettes, cropped shorts, and soft-touch details – all about modern comfort.
Both were small, online-only drops, created to offer something fresh, varied, and more elevated for this time of year.