In 2017, with a steadfast belief in the transformative power of fashion, husband and wife team Huw Collins & Molly Shaheen set about offering something elevated and progressive to the global retail landscape. Huw, also an actor, had just completed filming the final episode of hit TV show Pretty Little Liars, and Molly was eager to capitalize on her wealth of business experience and innate entrepreneurial spirit. Whilst on a surprise trip to Paris, Huw & Molly visited GabrielleChanel’s original apartment at 31 Rue Cambon, the site of Chanel’s inspiration, located above the inaugural Chanel boutique. This represented Molly’s ‘holy grail’, with her love for Chanel’s revolutionary influence and timeless designs stretching back as far as she could recall. During the visit, Molly noted a plethora of symbols and motifs of WHEAT adorning the space, in forms such as paintings, busts, and ornate table patterns. As the story was told, Chanel had formed a strong belief that WHEAT symbolized an opportunity to transcend her circumstances, after being born into poverty in the French countryside, and that keeping ‘pieces of WHEAT’ close by at all times would bring her prosperity and abundance, reminding her of her roots. In a moment of quiet clarity, in the place where so much inspiration had spring forth through history, a brand new concept got it’s name when Molly suggested their new venture should be named WHEAT; an opportunity to commemorate the couple’s future as well as their roots, and thus, WHEAT was born.
WHEAT embodies the sense of wanderlust in modern travelers. Our retail spaces offer curated collections of casual luxury essentials that create comfort in the familiar and delight in the unexpected. With stores across North America and the Caribbean, the success of WHEAT and the expansion of the brand continues in earnest. In addition to retail stores, WHEAT’s elevated lifestyle clothing line, The WHEAT Collection, is designed by Molly & Huw and made in Los Angeles. WHEAT has now also introduced a candle & fragrance collection, also made in Los Angeles. Not all those who wander are lost. Please see our locations page for all that WHEAT has to offer.