Anna Ruohonen started her own WHITE label with menswear. She was stimulated by the new attitudes of masculinity in modern society. In the male universe, where custom is often synonymous with uniformity and functionality, Anna Ruohonen preferred to offer clothing with a tone of beauty and elegance. Surprising materials, extended shapes, accessories, super positioning, special details, all contribute to a vision of men's wear, which is more expressive, aesthetic and personal.

After some years Anna Ruohonen replied on the customers demand with a women’s wear collection. Her “Feminine Aspects” was first presented for winter 2001-2002. At first the collection was an extension of her menswear line, with same ideas, materials and details. Today her women’s wear line has taken its own direction, being her principal collection and presenting a large selection of products.