10 British Brands We Are Championing This Year and Beyond

Given that so much has changed across the world over the last two months, here at Who What Wear, we decided to ask our readers what they wanted to see more of in this ever-evolving climate. From stories on loungewear to work-from-home outfit ideas, our readers responded with varying answers about what still feels relevant to them today, and of course, we have tried to deliver on each and every request. 

Though, throughout all the emails and comments we received, one thing was clear: People are yearning to know more about how to support British-designed brands. Several readers wrote in and explained they'd like us to highlight a few more UK-based brands, so today we're doing just that.

From Ghost to Kitri, Rixo and Shrimps, the UK is home to a wealth of talent, particularly when it comes to contemporary labels with their own unique flair. Each of the brands listed below has an instantly recognizable aesthetic to cater to their individual customer. So whether you know them all or you're reading about them for the first time today, here are 10 British brands we think deserve your attention. 


Founded by Haeni Kim in 2017, Kitri has experienced so much success in its few short years. Loved by influencers and editors, the brand offers floaty dresses and distinctive smile-inducing prints you'll want to wear time and again. 

Rejina Pyo

Best British Brands: Rejina Pyo


Phill Taylor

After graduating from Central Saint Martins and gaining experience at Roksanda, Rejina Pyo launched her eponymous label in 2012. Since then, the brand has gained a cult-like following of people who adore Pyo's strong silhouettes and unique structured accessories. 


Best British Brands: Rixo



Founded by best friends Henrietta Rix and Orlagh McCloskey, Rixo reimagines vintage prints to create contemporary clothing the fashion crowd adores. Since launching in 2015, the brand has become a favourite among people looking to invest in flattering styles that are still fun. 


Best British Brands: Shrimps



Launched over three decades ago, Ghost is a British fashion brand that has stood the test of time. Known for its floral, patterned dresses, the brand is a go-to for both Holly Willoughby and Kate Middleton. 


Best British Brands: Shrimps


Phill Taylor

Undeniably one of the UK's It brands, Shrimps was founded by Hannah Weiland in 2013 and offers whimsical clothing and accessories that have the ability to turn heads. 

Three Graces London

Founded in 2015 by Catherine Johnson, Three Graces London is all about creating those timeless, quality pieces that will have you dreaming of summer vacations. 


Best British Brands: Palones



Based in North London, contemporary label Palones prides itself on creating timeless, forever pieces. Making each item in a small run, sometimes less than 100 pieces, the brand offers unique clothing that you won't find anywhere else. 


Best British Brands: Raey



Founded by Rachael Proud—a designer who started her career at Topshop before moving onto Christopher Kane—Raey offers clean minimalism and crisp tailoring in quality fabrics to create pieces that are sure to stay in your wardrobe for years to come. 


Best British Brands: Alighieri



The London-based brand was created by Rosh Mahtani and draws inspiration from poet Dante Alighieri's Divine Comedy. As stated on the brand's website, each piece of jewellery is "battered, imperfect, and a little bit melancholy," which ironically feels more poignant than ever right now.

A.W.A.K.E Mode

Best British Brands: A.W.A.K.E Mode


@kristenmarienichols for Who What Wear. 

As an acronym for All Wonderful Adventures Kindle Enthusiasm, A.W.A.K.E Mode was founded by London-based designer Natalia Alaverdian. 

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