15 Lesser-known Fashion Brands That British Love
- For those who pursue fashion, the British clothing brands are a go-to destination for both style and quality. With a host of iconic names as well as up-and-coming trendy labels, they offer something for every taste without breaking the bank, and you can find famous British fashion brands such as Reiss, Whistles and M&S on the high street. However, today we’re not here to school you on established designer labels you already know and love: we’re here to shine a light on the smaller (but not so little, thanks to Instagram) independent labels repping the UK today. So what is the most popular lesser-known fashion brand in the UK? What lesser-known clothing brand is British? Read on and in this guide, we are going to be focusing specifically on the lesser-known British fashion brands. Ahead, 15 niche, lesser-known fashion brands that British love.
1、Sister Jane
Sister Jane launched in 2011, first landing in stores as a concession in #OldTopshop's iconic Oxford Street flagship. The London-based label launched its own site two years later and sales are rising rapidly, according to Forbes.
Beloved since day one for its dedicated retro aesthetic that never bows to cyclical trends, Sister Jane has been a go-to for babydoll silhouettes and voluminous puffed sleeves long before you started wishlisting Cecile Bahnsen and Molly Goddard bits. The luxe cloqué fabrics, intricate embellishment and structural linings makes these pieces feel so much more expensive than they really are.
No day is the same: Sister Jane aim to refresh your wardrobe by bringing you a new capsule collection every 6 weeks – making every piece a limited-edition gem.
Price Range:£50-£289
Where to Buy Sister Jane?
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2.Aligne
Mindful, unapologetic, and current, ALIGNE is powered by a small, women-run team united by a love of style. Designed in London, their contemporary collection encapsulates British style through clean cuts, sharp tailoring, and intricate embellishments, without compromising on quality.
Aligne arrived on the scene just in time to fill the space in our wardrobes left by Topshop. The two are different in many ways, but there's something about the way that this newer British brand designs clothes that feels aligned with Topshop, as it too seems to always know what we want to wear before we even realise it.
Aligne is, however, a brand that is doing its own thing entirely, proving that great clothes can come with great price points, expansive size ranges and an as clean as possible impact. Its women-first ethos is proof that female-run businesses are best for knowing what women really want to wear. Snap up its denim first. You won't regret it.
Price Range:$130 - $390
Where to Buy Aligne?
anthropologie.com: up to 4% cashback
shopbop.com:up to 2% cashback
3.Jovonna London
Independent London-based label, Jovonna London, offers a transitional wardrobe where classic silhouettes meet modern tailoring and embellishment. Consistently inspired by London’s unique fashion scene, Creative Director, Jojo, fuses a modern and feminine approach to style and design.
Jovonna London has positioned itself as an independent young brand catering to the needs of all the fashionable girls in town. The eclectic collection is inspired by the London fashion scene, but also features trends from global catwalks.
Jovonna's clothing design concept is simple and exquisite, designed for women who like simple, exquisite clothing.Both the style and cut and the fabric materials are of first-class quality.Therefore, every little fairy who wears Jovonna is a fashionista!
Price Range:$86 - $ 285
Where to Buy Jovonna London?
jovonnalondon.com: up to 5% cashback
4.Needle & Thread
Needle & Thread, the niche brand in the UK, is adored for their resplendent beadwork and richly embellished apparel.Inspired by classic English gardens and vintage heraldry, the Needle & Thread designer girlswear collection offers a variety of adorably beautiful dresses for your little fashionistas. The pretty range is characterised by soft pastel hues in floral prints, sheer overlays, frills and multi-tiered lace designs and has been seen on the likes of Kate Middleton, Chrissy Teigan and Olivia Rodrigo.
Largely governed by an occasionwear aesthetic, Needle & Thread make some of the most beautiful gowns if you're looking for the best wedding guest dresses, or for a bridal gown with a difference. With sensationally pretty floral prints, timeless frothy tulle designs and rich embellishments, if you're in need of a cocktail dress or standout gown for a black tie event, this is the place to come. More recently Needle & Thread have moved into knitted dress and knitwear, for a more daywear take on its vintage style.
Needle & Thread's wide range of statement tops, tulle skirts, cosy knitwear, and embroidered and embellished dresses are designed to fit around you, with sizes ranging from US 0-20.
Price Range:womenswear- $51 - $1,026;wedding dress: $239 - $1,011
Where to Buy Needle & Thread?
needleandthread.com:up to 3% cashback
farfetch.com: up to 2% cashback
5.Jaeger
For some 137 years Jaeger has stood as one of the high street’s most-recognised brands. Best-known for its cashmere knits and affordable, high-quality tailoring, the brand reached peak popularity in the 1990s and 2000s, when it even had its own London Fashion Week catwalk shows, attended by the likes of Nicholas Hoult, Gillian Anderson and Alexa Chung.
But as an early victim of the rise of online shopping sites and a decline in IRL shopping habits, it filed administration in 2017. Now, under new leadership (it was bought by Marks & Spencer earlier this year), the brand has been brought back to life and it’s really quite good. The reincarnated Jaeger hasn’t strayed too far from the stuff which made it a household name in the first place. Led by Fiona Lambert, the newly-appointed managing director and unofficial queen of the high street , Jaeger’s pieces are designed around those products you will remember well.With cosy pure wool coats, elegant silk shift dresses and sharply tailored trousers, Jaeger menswear and womenswear collection has you stylishly covered for the season ahead. Clean lines and minimalist detailing - all expertly executed - typify this edit, as does a timeless neutral colour palette. You're sure to find something for every occasion from the British heritage brand here.
Price Range:£20 - £410
Where to Buy Jaeger ?
marksandspencer.com:up to 4% cashback
6.16Arlington
Since 2018, 16Arlington has been dressing Britain's most interesting women, who all fell quick and fast for Marco Capaldo and the late Kika Cavenati's design signature. Today, to buy and wear 16Arlington puts you in a pretty fabulous and well-heeled cohort. Fans of the brand include, but are not limited to, Simone Ashley, Daisy Edgar Jones, Zendaya and Amal Clooney.
16Arlington is a highlight of the London Fashion Week schedule, with Capaldo and his atelier proving that the British capital can still be a place where new design houses thrive. What to buy from 16Arlington? Great dresses, interesting knitwear and, of course, something sparkly.
16ARLINGTON is where minimalism and maximalism meet – think Scandinavian design mixed with the opulence of Italian couture. The light-catching sequins and swishy embellishments are destined for the dance floor, but you’ll find that so many of the pieces work far beyond your party wardrobe.
Price Range:$153 to $5,002
Where to Buy 16Arlington?
farfetch.com: up to 2% cashback
net-a-porter.com:up to 3% cashback
7.Toast
Established in 1997 in Wales, TOAST began with nightwear and loungewear, inspired by nature and the surrounding landscape. The collections were designed with a relaxed sense of ease and made with quality materials in long lasting silhouettes. TOAST's clothing, homeware and accessories are produced in collaboration with artisans, weavers, and mills from across the globe.
Toast’s collections feature fuss-free minimalist closet staples that are beautifully designed. It’s one of the few British clothing brands with its own full pattern room, curating original high-quality pieces that are created to last. Every piece feels like it’s made with love and thought, with modern, easy-to-wear silhouettes and five-star fabrics.
While the brand keeps trends in its peripheral vision, its distinctive brand aesthetic shines through every piece, offering feminine styles with a tailored and figure-flattering twist.
Price Range:£55 - £675
Where to Buy TOAST?
8.Feben
Feben is a contemporary womenswear brand that was founded by Central Saint Martins graduate Feben Vemmenby. Feben designs are unpredictable, unique and fresh – an addicting and attention-grabbing world where fashion and art collide in unison. Vemmenby made a name for herself after working as a costume designer on Beyonce’s visual album Black is King. Bringing her experiences to life, Feben is the designer’s latest creations of beautiful ready-to-wear lineup.
Colour, bold shapes and silhouettes, textured fabrics and vibrant prints make up British designer Feben’s collections, where the avant-garde meets modernity. Known for sensational compositions and visual dynamism, Feben engages with 3D textiles and unique fabrication techniques to produce her iconic signature looks. A brand for those who like to make a statement with their clothing beyond the sartorial, Feben’s canon is shocking garments that are imbued with both political and personal meaning.
Eclectic and radical, yet ultimately sophisticated, Feben brings playfulness back to the runway in a time of distinct minimalism.
Price Range:$160 to $1190
Where to Buy Feben ?
ssense.com: up to 7% cashback
9.Mint Velvet
Nobody does “relaxed glamor” quite like Mint Velvet. For fall, the much sought-after brand has some delicious items in their new arrivals—from the the British brand, which was co-founded by three friends, Liz Houghton, Jane Rawlings and Lisa Agar-Rea, in 2009. Stylish and understated is the name of their game, and all of their items are elevated and elegant. Even a few pieces will help transform your fall closet.
If you need a gorgeous blouse to dress up an outfit for day or night, check out their Rust Ruffle Detail Blouse, which goes well with wide leg dress pants and statement jewelry. The blouse has a V-neckline, ruffle detailing and a cape-like overlay, that ties up in the front. It’s a classy, fun and feminine casual look.
Another relaxed, glamorous look that Mint Velvet offers is simple, minimal looks, like the Black Knit Bardot Jumper, which goes well with a long jean skirt, dress pants. The bardot’s scooped, off the shoulder loneckline is a French favorite (hence its name, after French actress Bridget Bardot), and a favorite to Kate Middleton, too, who has been spooted wearing this timeless style.
Price Range:$89 to $429
Where to Buy Mint Velvet?
10.Damson Madder
Damson Madder is a womenswear brand with an eye for quality. Their women-led team is based out of North London and makes small runs of items (up to 35 items per drop).Despite launching smack bang in the middle of lockdown in April 2020, Damson Madder has seen huge success in its three years of existence. Putting sustainability at the forefront of everything it does, the British brand uses only organic or recycled cottons, and polyester yarns regenerated completely from plastic bottles.Luckily, the label's founder manages this alongside keeping price points affordable and designs as impeccable as ever.
Their latest collection includes fall-friendly items like their Rafe jeans in navy pinstripe, a wide leg jean with pockets which pairs up well with cozy sweaters for fall. Their red and blue Piarra mini smock dress is also a must have for fall, not to mention one of their wide collared shirts. Stars like Ella Emhoff and Ilana Glazer have been spotted wearing their garments, too.
Price Range:$25.50 to $205
Where to Buy Damson Madder?
damsonmadder.com: up to 7% cashback
lisasaysgah.com: up to 6% cashback
shopbop.com: up to 2% cashback
11.Wales Bonner
If your introduction to Wales Bonner was through its coveted collaboration with adidas Originals, then we're delighted to share that the British-Jamaican designer has been creating critically-acclaimed tailoring since 2014. Founded by Central Saint Martins alum Grace Wales Bonner, her eponymous label started out in menswear before expanding to womenswear in 2018.
Established as a menswear brand, Wales Bonner’s soulful tailoring soon expanded to womenswear. Grace Wales Bonner has received numerous awards including Emerging Menswear Designer at the British Fashion Awards (2015), the LVMH Young Designer Prize (2016), Winner of the British Fashion Council/ Vogue Designer Fashion Fund (2019), CFDA International Men's Designer of the Year (2021) and Independent British Brand at the Fashion Awards (2022). Wales Bonner has collaborated with brands including adidas Originals, Anderson & Sheppard, and Dior.
Buoyed by a wildly popular series of adidas collaborations, Grace Wales Bonner’s imprint is one of the brightest stars in contemporary English fashion. Citing her Jamaican-English roots as a central inspiration in her collections, Wales Bonner is well-known for retro takes on tracksuits, shirting, and outerwear.
Price Range:$33 to $700
Where to Buy Wales Bonner?
farfetch.com: up to 2% cashback
ssense.com: up to 7% cashback
12.Nobody's Child
Nobody's Child is one of our favourite British clothing brands for both affordable and trend-led pieces. It is the ultimate place to shop sustainable dresses in cool floral and geometric patterns and block colours. They use a range of sustainable fabrics from Lenzing Ecovero Viscose, recycled polyester and organic cotton. To make sure your clothes last they offer a repairs and alteration service.
But they don’t stop at dresses, they sell everything from nightwear to jumpsuits to athleisure and all at really affordable prices. Size isn’t a problem either with their petite, maternity, extended sizes and kids’ ranges.
The eco-friendly brand also looks after its people making sure that manufacturers meet ILO standards, although they don’t assure a living wage. The only animal product used is wool which is recycled where possible and Responsible Wool Standard assured if not.
Price Range:$34 to $385
Where to Buy Nobody's Child?
nobodyschild.com: up to 5% cashback
marksandspencer.com: up to 5% cashback
13.Kitri
Founded in 2017 by Haeni Kim, KITRI was borne from the frustration of not being able to find hard-working, well-made hero pieces that didn’t break the bank. A digitally focused direct-to-consumer brand,they produce all our styles in strictly limited quantities offering a fresh fashion collection every month without overproducing and contributing to waste. Plus, their limited quantities ensure you won’t bump into the same outfit on the street.
A British clothing brand with a difference, the London-based label was born out of the frustration of not being able to find well-made, distinctive designs that don't cost a fortune. While Kitri don't follow trends, you will find plenty of brightly-hued pieces that give a nod to the fashion colour trends, whilst its bold designs will be sure to add a touch of luxury to your wardrobe. Another plus point, it's loved by the fashion crowd.
Price Range:$35 to $289
Where to Buy KITRI ?
farfetch.com: up to 2% cashback
shopbop.com: up to 2% cashback
14.Albaray
Albaray is quickly becoming a must-have British brand, despite only launching in 2021. Founded by three fashion veterans during lockdown, this eco-conscious brand is now stocked by major retailers like John Lewis and M&S.
Albaray proves that sustainability doesn't mean sacrificing style, offering a range of trendy pieces from playful prints to wardrobe staples. By utilising recycled polyester, organic denim and deadstock fabrics, they create contemporary clothing with a lower environmental impact.
From its 100% responsible sourced fabrics to recycled packaging, the label is proudly sustainable, and we're big fans of its knitted dresses, tailored separates and plush wrap coats.
Price Range:£20 to £399
Where to Buy Albaray?
marksandspencer.com: up to 5% cashback
15.Omnes
Not just one of the newest British clothing brands on this list, Omnes is also a sustainable clothing brand too. From the first sketch to the final product, each part of the process has been carefully considered to minimise the environmental impact.
With great price points, Omnes is just one of many brands helping to make ethical fashion trendy and financially accessible for shoppers. And of course, its pieces are so beautiful, that eco-friendly re-wearing is guaranteed. Their sales are also brilliant and you're guaranteed to bag a real bargain.
The team thinks about aftercare too, sourcing fabrics made from the same yarn throughout to ensure ease of recycling at the end of life. Omnes' signature look is the bias-cut, cowl-neck slip — a flattering and timeless silhouette that paved the way for its recent eveningwear collaboration with actor Naomie Harris OBE.
Price Range:$22.15 to $122
Where to Buy Omnes?
omnes.com:up to 6% cashback
selfridges.com:up to 7% cashback
thehut.com: up to 12% cashback
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