why white?

I was still thinking about this photo when I received an email from Whiteport introducing me to their refreshingly simple online store filled exclusively with white delights. Whiteport was founded by Jennifer McCabe, a Sydney girl, who was struck by the absence of quality Australian homewares stores offering online shopping. Imagine that! Well, absence no more. All of the Whiteport images are shot at Jennifer’s beach house on Sydney’s northern beaches. Why white? Because Jennifer feels the Australian landscape lends itself perfectly to white’s simplicity and purity. “Our products look equally good in a city loft apartment or a sprawling beach house,” she says. "White products are simple, timeless and complement any colour scheme.”Perfect Bound readers can take advantage of a 20% discount on your first order when you subscribe to the site. Hurry, offer ends March 31st.