The Lesser-Known High-Street Brands We're Championing This Year

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 help 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 brands and their best new-in pieces. Prepare to smugly name-drop these labels next time you WhatsApp your fashion-loving friends.

1. Aligne

Aligne is a sustainably-minded fashion brand that makes its designs out of quality fabrics with low environmental impact. The brand's aesthetic is clean-lined and packed-full of versatile staples, such as shirt dresses, jeans and blazers.

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2. Ren London

For beautiful, small-scale design that won't cost the earth (quite literally) head over to Ren London. This conscious fashion brand delivers a tight edit of wardrobe staples that you'll wear for many seasons to come. WWW's Hannah Almassi has already given the Delphine tunic her seal of approval. 

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best affordable fashion brands: Phoebe Grace

Photo:

@fearnecotton

Acting as an antidote to the prevailing minimalist aesthetic, Phoebe Grace is all about the print. The brand's feel-good pieces focus primarily on floral motifs, polished separates and flowy dresses. I have the Peach Shirt in white and wear it all the time with jeans and a blazer. 

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4. Seventy + Mochi

best affordable fashion brands: Seventy and Mochi

Photo:

@joy_monty

Having only launched this year, Seventy + Mochi remains a lesser-known gem in the affordable fashion world. Founded on the premise of sustainable, seasonless and long-lasting design, it prides itself on using recycled materials and creating collections in limited runs. On top of all this, the brand's designs really hit the nail on the head for me: Think retro-inspired dungarees, ruffled collar blouses and boxy shackets. 

5. Glassworks London

best affordable fashion brands: Glassworks London

Photo:

@francescasaffari

Launched in 2010 in a converted glassworks factory in Shoreditch, Glassworks London started out as a pop-up but now has three locations across the capital. You might've spotted the brand's whimsical cloud print jumper on Instagram recently, but it also offers plenty of premium-feel staples and year-round basics.

best affordable fashion brands: Omnes

Photo:

@heartzeena

New launched sustainable womenswear brand, Omnes, work with a small, carefully selected set of fabric producers and mills, all individually approved by top environmental authorities to create wardrobes staples with a trend-led twist. At the top of our wishlist is the silken Lila cami top. 

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7. Damson Madder

best affordable fashion brands: Damson Madder

Photo:

@livpurvis

If you're hunting for directional wardrobe heroes, look no further than Damson Madder, the brand that aims to use more eco-friendly materials, including 100% recycled polyester, natural dyes and cotton from organic farms. I'll be wearing the brand's cotton maxi with chunky boots all season long.

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8. Pieces

best affordable fashion brands: Pieces

Photo:

@karodall

We only recently came across the brand Pieces on ASOS and were instantly won over by its fun and versatile edit of wardrobe staples. At the top of our wish list this season is the brand's wide leg trousers and white summer dresses.

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best affordable fashion brands: Kitri Studio

Photo:

@slipintostyle

Set apart by its tightly edited collection of premium-feeling affordable pieces, Kitri Studio is a Who What Wear fave. It only stocks limited quantities of each style, so you can guarantee that you won't see the same item on every other person on social media. The Gabriella dress was an instant sellout when papped on Charlotte Groeneveld in 2019, so keep your eyes peeled for the next big thing.

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10. Neon Rose

best affordable fashion brands: Neon Rose

Photo:

@sara_waiste/=

Neon Rose is the UK-born brand you may have already spotted on ASOS. The statement prints, attention to detail and super-purse-friendly price tags are some of the things we love. It offers cute co-ords and is a winner in the plus-size category (the brand goes up to a size 28). Neon Rose is quite the dream collection. 

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11. House of Sunny

Describing its wares as "supersized basics with a clean, flawless aesthetic and silhouettes cut precisely for everyday success," House of Sunny has become cool girls' go-to affordable fashion brand. The brand offers up plenty of references to new-season trends, including artistic silhouettes and psychedelic prints.

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best affordable fashion brands: Karodall wearing Gestuz

Photo:

@karodall

If you're looking for key pieces to add to your wardrobe with a cool Scandi twist, then Gestuz is the brand for you. Launched in 2008, the Danish label has remained relatively unknown, but it is now available on ASOS so easily accessible for all. Expect great denim pieces, chic trousers and the odd print. 

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13. Sister Jane

best affordable fashion brands: Sister Jane

Photo:

@oliviaandalice

Sister Jane is the London-based brand here for all your vintage-inspired fashion needs. Its eclectic selection of personality-packed pieces stands out from the high street's identikit offering—think frou-frou blouses, printed maxi dresses and retro accessories. 

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