Welcome to Who What Wear UK's Brit Month, a four-week-long riot of brilliant wardrobe-related things that just so happen to be British. From homegrown startup brands that we want to bring to your attention to the naturally awe-inspiring stylings of our nation's best dressed street stars, this is your hub for the finest fashion intel from these fair Isles.
As you well know, the UK is a thriving place for young fashion talent. We nurture promising designers like nowhere else on this planet, so it's only natural that there's forever a steady stream of new names to add to our list.
Now is a particularly exciting time because setting up your own clothing line has never been easier. Okay, it's still tough, but with the dawn of e-commerce shopping and cult brands rising to the forefront, thanks to social media platforms like Instagram, there's at least one stronger link in the chain: You can get people to love what you're doing before you've even made anything!
Keep reading to see the new British brands we're predicting will blow up on the fashion scene.
DEL RIO LONDON
Style Notes: If your furry-slide addiction is peaking, then we suggest to bookmark Del Rio's shoes immediately. Beloved of the blogging set and also stocked at MatchesFashion.com, these made-in-Spain, designed-in-London critters are so cool.
LAURIE LEE LEATHER
Style Notes: We first discovered Laurie Lee's hand-painted leathers at LFW, and we're ashamed to say many an influencer got there before us. Well, these bikers do make for perfect Instagram images, don't they? Shop them at Selfridges now.
Style Notes: If you like your shoes to come with a side order of quirk—like tipped heels or metal discs—this new shoe label is an optimum choice. You can preorder Neous on Moda Operandi, or you can wait for them to land soon…
Style Notes: From the knotted shirtdress you'll wear all summer to the striped button-down you'll love taking to the office, Co/Mun's alternative tailoring is piquing the interest of many a fashion buyer and editor right now. Avenue32.com has plenty of the brand's stock in right now.
Style Notes: Danse Lente's handbags aren't available yet, but they'll be launching in April and reportedly dropping into Selfridges—so keep your eyes peeled, and decide on a favourite style from the seriously chic range now.
HOUSE OF SUNNY
Style Notes: House of Sunny has been quite the startup success story on ASOS Marketplace. The brand's slouchy separates, statement sleeves and simple dresses are so affordable that it'd be rude not to add to cart.
Style Notes: Bruta's loose-fit unisex shirts are treated more like an artist's canvas than a fashion piece—expect unexpected prints, embroidery and detailing that come with a story to tell.
Style Notes: Sequins! Feathers! Pink! Pearls! Frills! Bows! This is unadulterated froth femininity at its most exuberant. You can even buy separate embellished sleeves to place onto items you already own—genius. 16Arlington will soon be launching its own e-comms, so watch this space.
Style Notes: East London–based brand YearOne Collective offers a varied line-up from nerdy anoraks and giant puffers to leather miniskirts and sporty zip-up track tops. And that's exactly the point: It's all about wearing less obvious pieces together, like super-blogger Shini Park, pictured here.
Next up: The best dresses to wear to a wedding on the block.