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These 3 Lesser-Known Brands Have Caught My Eye This Week—Here's Why

The premise of this article is simple. On a weekly basis, I stumble across lesser-known brands that are doing seriously cool stuff within the industry. My discovery of said brands generally results in me waxing lyrical to my long-suffering colleagues on Slack (where else?), so I thought it was about time that I shared some of these gems with you, our lovely readers. 

This week is a somewhat eclectic mix: two affordable sustainable fashion brands and one incredible size-diverse collab. Damson Madder and Seventy + Mochi make up the former and are brands that offer the rare combination of eco-credentials, design savvy and affordability. I have pieces from both brands and can confirm they look just as good in real life as they do online. I also had to include Erdem's collaboration with Universal Standard, a stunning collection that runs from size 00 to size 40 and comprises plenty of winning spring-ready staples, such as denim shackets and floral minidresses. More of this please, fashion designers.

Scroll down to see and shop the lesser-known brands that have caught my eye this week. 

1. Damson Madder

I discovered sustainable fashion brand Damson Madder via ASOS last year and was impressed by its design kudos and affordability (something that is sadly lacking in the sustainable clothing market). The brand has just dropped its S/S 21 collection, and I think it's the best to date. Featuring smart fabrics such as Tencel, organic cotton and recycled towelling, Damson Madder offers transparency and eco-credentials without scrimping on style. I have my eye on the checked green shorts co-ord and the ruffle-neckline gingham dress. Feel-good summer vibes epitomised.  

2. Seventy + Mochi

Editor lesser-known affordable brands

Photo:

@joy_monty

I've featured conscious denim brand Seventy + Mochi in a few shopping galleries since its inception in 2020, but I had to give the label a proper call-out this week, as I spot another lust-worthy item that is begging to be "added to basket" every time I check the site.

This week, it was the brand's patchwork denim dungarees made from deadstock organic cotton that set my heart racing. I have the originals (see above) and can confirm they're super flattering and comfy. I also can't stop thinking about the Pablo denim jacket with a cute ruffled collar and balloon sleeves. FYI: These collections are made in limited quantities to avoid waste, so if you see something you love, don't delay. 

Editor lesser-known affordable brands

Photo:

Courtesy of Erdem

The concept of a size-inclusive fashion line shouldn't be particularly noteworthy, but unfortunately, with the industry's current track record, it is certainly something to celebrate. This season, British fashion brand Erdem has joined forces with size-diverse US label Universal Standard for an exclusive collaboration, the designs of which are available from size 00 up to size 40. 

"There's a beautiful universality in denim, and with careful design, you can achieve a wonderful permanence," says designer Erdem Moralıoğlu MBE. "Fashion for everyone means designing consciously beyond the boundaries of shape or trend."

With jumpsuits coming in at £182 and blouses at £131, these pieces might be higher than your average high-street buy, but getting a slice of the Erdem action for under £200 is not something to be sniffed at. Scroll down to see and shop our highlights. 

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