LAUNE x Row & Whit
Row & Whit, founded by sisters Cate and Caroline, grew out of a lifelong love of lifestyle, wellness, and design. Inspired by summers on the lake, vintage prep style, and the creative influence of their mother, the brand reflects a personal yet timeless perspective on living well.
The LAUNE of Row & Whit is quiet, authentic luxury — celebrating the small joys that bring effortless beauty to everyday life. Below, Cate and Caroline share the story behind Row & Whit, their inspirations, and the values that shape the brand.
1. Tell me about yourselves and Row & Whit. How was it created?
This is Cate and Caroline! Row & Whit was built from a lifelong dream and a decade of influence. The foundation of Row & Whit has been forming for years, even if we didn’t always know it. Our roots manifested into a shared love of lifestyle, wellness, and design. That passion became a perspective. We created Row & Whit to share that perspective with the world. Our approach to clean living and classic style is the very DNA of the brand. To us, Row & Whit is a living being — separate from us as founders, yet deeply aligned with our values, morals, and outlook on life.
2. What inspired the name of Row & Whit?
“Row” represents our love of old-school prep — think vintage J.Crew catalogs. We grew up spending summers on the lake and living a lifestyle that mirrored that wholesome, joy-filled imagery.
Our shared middle name, Whittemore, is our moms maiden name. “Whit” has been her nickname for decades. Whit symbolizes more than words can describe… our style and “perspective” was deeply influenced by our mom and the environments she created. With a love for design and interiors, we were immersed in a world of creativity. “Whit” represents the three of us intertwined — our identity, our inspiration, and our point of view.
3. What is the LAUNE (mood) of Row & Whit?
Wow! Love this question.We treat our brand like a person — with feelings, preferences, and a unique essence. The LAUNE of Row & Whit is simple: quiet luxury that feels authentic. It’s about the simple joys that bring effortless beauty to the everyday — aspirational yet achievable, hopeful, inspiring, and right at home.
4. What’s been the sweetest part of creating Row & Whit together as sisters?
Honestly, everything. Being family-founded is a huge part of our identity. We want the trust we have with each other to manifest into the trust our consumers have with the brand. Our shared memories create crystal-clear alignment in vision — something truly invaluable. Lastly, as our team grows, our family-founding goes beyond our relationship but creates the undertone of the work environment at Row & Whit.
5. How did your time “across the pond” influence your vision, and in what ways do you see that European inspiration showing up in your designs?
Our time in England was when everything clicked — the moment Row & Whit truly came to life.
While in the UK, we were constantly inspired — by the lifestyle, the food, and even the way people moved through their days. There was a certain laid-back formality we’d lost post-Covid: people were put-together, but with ease. It felt like we’d unlocked the “answers” we’d been searching for in our own approach to style.
We knew we wanted to bring that back to the States — the clean, classic, well-made, and detail-oriented designs we saw everywhere in London. There’s an understated effortlessness we feel is missing here, and we’re on a mission to bring it back. We want people to want to get dressed in the morning — and to make that process joyful again.
6. What inspires you?
Everything. Movies, art, books, cooking, flowers, walks — inspiration is everywhere, and our shared perspective helps us see it in the everyday.
Above all, we’re inspired by what’s natural — love, nature, and whole foods, to name a few. The past also inspires us more than the present, which ties to our mission: that sense of nostalgia doesn’t have to feel far away. We want to make those simple joys — and the beauty of the everyday — feel present again.
7. What’s next for you both?
As a two-person team, we take things day by day. We have big dreams we fully intend to make a reality — with patience, determination, and a continued trust in our intuition.
Rapid Fire:
1. Describe your style in three words.
Clean, classic, elevated
2. Favorite Row & Whit piece?
AH! Hard to choose..
Cate: Favorite - Nan Blouse but most worn - Bridget Pant + Whit Sweater
Caroline: Margot Shorts on repeat!
3. Favorite brand?
We are inspired by brands like Jenni Kayne and Goop, they are killing it in new product categories and maintain such cohesive branding throughout expansion.
4. If you could only wear one designer for the rest of your life, who would it be?
Cate: Doen - their mastered blend of soft femininity with effortless versatility is perfection
Caroline: Leset - always comes down to perfected basics
5. Dream collab?
Caitlin Lois Burnham, or CLB! We could not be more obsessed with her and frequently say she is R&W embodied in a person.
6. What are three staple items that every closet should have?
Cate - A crisp white tee, a perfect pair of straight leg denim, a poplin button down
Caroline - A sweater, a tee, and a ballet flat
7. Favorite place?
Tied between London + the Cotswolds
8. Favorite restaurant in London?
The Ivy in Chelsea Garden (EM: A LAUNE favorite!)
9. Favorite drinks spot in London?
10. Favorite style icon?
11. Favorite movie?
The Parent Trap
12. What are you loving right now?
Air drying our hair, minimal yet consistent routines, a fall color palette
