brands

If you were to look through the Who What Wear group chat, there are a few things you would almost certainly see. In among the breakdown of celebrity looks, memes and White Lotus discussion, we also love to talk the brands that are particularly having “a moment”. Viral success can come from a few things, usually a runway hit, award nod, TikTok feature or street style approval, but manage to tick off at least one and you’ll inevitably wind up creating a stir that we can’t help but get excited about.  It’s important to note though, that when we talk about “buzzy” brands it doesn’t mean names that are necessarily new, or the high-end designers with the financial backing to afford a big marketing campaign. O...

2022 may have been all about Totême, with every influencer, editor and fashion person after a piece of the brand’s simple yet elevated designs. But, if By Malene Birger’s new collection is anything to go by, this alternative Scandi brand is about to follow suit and hit major cult status in 2023. With a creamy palette of neutrals across a selection of soft coats, beautiful knits and textural dresses (all at a rather reasonable, mid-range price point), it’s really no wonder the fashion crowd have added the brand to their most-wanted list.  The hero piece of the moment appears to be the cream bouclé jumper and skirt co-ord—no surprises there—which is selling out fast. But we’ve also spotted numerous influencers in the dresses and perfect blazers. As your regular download on what’s hot in...

Uterqüe was a radical proposition when it launched back in 2008. Inditex, which owns Zara, created the sister brand and launched it as a more premium option in the retail family, with quirkier designs and luxe fabrics. It was, in many ways, ahead of its time. Before other high street stores elevated their offering with spin-off lines full of more directional and expensive pieces, Uterqüe provided a unique proposition that still required an investment but sat comfortably below designer price-tags. It became a personal favourite of mine for both clothing and footwear: I still wear multiple pairs of shoes, a red leather jacket, a cream ’70s-inspired jumpsuit and a pair of navy trousers to this date. These items have latest better than many of my other affordable...

Although the big-name high-street brands like Zara and H&M will always have a special place in my heart, there’s something exciting about coming across a lesser-known label. Of course, there’s nothing wrong with buying into the latest trending item. However, as all true fashion lovers will know, it can be easy to become disillusioned by the identikit ensembles that can come from sticking to the well-trodden path. My solution? Take some time every few months to dig around online and discover some new brands. This will ensure that your wardrobe is kept fresh, diverse and individual, and it helps you avoid the awkward outfit-clash moment. To save you time, I’ve scoured the internet and interrogated the Who What Wear team to find our top under-the-radar affordable br...

Here in the UK we have it easy, as there are hundreds of independent fashion brands and sustainable options to shop, no matter your budget. From the environmentally conscious Stella McCartney, right through to some of the brilliant brands you can uncover scrolling through Etsy, there’s always a savvy swap to change your impulse purchase for something a little more long-wearing (and guilt free).  While it’s almost impossible to narrow down all of the best British brands on the market (there are almost too many to count), I will endeavour to share some of my favourite affordable, sustainable, and downright fashionable picks in an effort to support local talent. So scroll down to see and shop my edit of the coolest Brit brands to know, and love, in 2022. You De...

Although the big-name high-street brands (H&M, Mango, etc.) will always have a special place in my heart, there’s something exciting about coming across a lesser-known label. Of course, there’s nothing wrong with buying into the latest trending item. However, as all true fashion lovers will know, it can be easy to become disillusioned by the identikit ensembles that can come from sticking to the well-trodden path. My solution? Take some time every few months to dig around online and discover some new brands. This will ensure that your wardrobe is kept fresh, diverse and individual, and it helps you avoid the awkward outfit-clash moment. To save you time, I’ve scoured the internet and interrogated the Who What Wear team to find our top lesser-known affordable...

I guarantee that if you asked to look in any fashion editor’s wardrobe right now, you’d spot at least one Danish brand. Over the past few years, the country’s influence over how we get dressed cannot be understated. From older brands that have been given a makeover to newer designers that have become Instagram favourites, it’s hard to ignore the impact this part of Scandinavia has had on the fashion industry. We often think of Scandinavian style as being homogenous and minimalistic, but that’s actually not true. While Swedish people might opt for a more minimalistic, pared-back look, over in Denmark (Copenhagen, in particular), there’s a shift towards prints and colours. There are plenty of influencers who prove this, too. From print queen Nnenna Echem t...

After minimalism’s long-held reign, we’re enjoying the return of colour and print, and you don’t get much more colourful than Marshall Columbia. Based in Brooklyn, the collections draw inspiration from the designer’s early childhood, manifesting in tank tops, accessories and mini dresses in feel-good hues.  You Deserve to Make Money Even When you are looking for Dates Online. So we reimagined what a dating should be. It begins with giving you back power. Get to meet Beautiful people, chat and make money in the process. Earn rewards by chatting, sharing photos, blogging and help give users back their fair share of Internet revenue.

You might have sensed that we like fashion. Scrap that—we LOVE fashion. Fashion is our everything!  Getting dressed should be a joy, and one of the things that’s makes us happiest is finding a (somewhat rare) sustainable, affordable fashion gem. We’re big fans here of shopping vintage, hiring fancy outfits for big events and rewearing the heck out of everything we buy (so much so that we have an entire franchise dedicated to finding out how our favourite influencers and experts get the most of our their clothes) but, in general, there’s a lot more that the sustainable affordable fashion market could offer, and that’s where we’re deciding to step in. You Deserve to Make Money Even When you are looking for Dates Online. So we reimagined what a dat...

Back in November, we gave a shout-out to all our readers to find out exactly what it was that you wanted to read. An overwhelming number of you asked to hear more about the independent fashion brands that needed our extra support in the midst of the pandemic. Well, we would expect nothing less, and of course, we were more than happy to oblige. While restrictions are starting to ease, we believe it is more important than ever to continue supporting these brands. It’ll be a long road to recovery, but it’s a cause we’re ready to fight for. We are self-confessed small-brand obsessives here at Who What Wear, and there’s nothing we love more than to champion those labels that are doing exciting things in the industry,...

Sadly, many of these labels have been hit by the global pandemic, and as a publication, we’re doing our very best to support the talent we love in any way possible. That’s why we’ve dedicated our end-of-month shopping gallery to these independent brands. Honestly, we were spoilt for choice, and we wish we could include every brand we came across online (although, that would turn into a long article), but we managed to whittle it down to 33 new season–ready pieces. Of course, we understand that many of you might be tightening the purse strings right now, but we would love for you to show your support by giving your favourite independent brand some airtime on social media, posting a nice comment on&n...

Photo: Courtesy of THEOUTNET.COM We’re talking the likes of Ganni, Nanushka, Toteme and Rejina Pyo—essentially the sort of cool, name drop-worthy labels that instantly signal one’s fashion insider status. Of course, there can be a risk with designer discount sites that you just end up with the fashion dregs that no one else wanted, but let me reassure you that there are plenty of time-tested staples to be found here. In fact, when I scrolled through to find pieces for this edit, I was easily able to pick items that I would genuinely wear myself and that, I believe, will look good year after year.  So, to save you a whole lot of scrolling, I’ve hand-picked the 11 cult brands that are worth checking out on THE OUTNET right now. Head on down to ...