At Who What Wear UK, our editors are clearly just as obsessed with Zara as our readers are. Although sometimes we don't want to own the exact same items as our friends and co-workers. While you might consider yourself a British high-street expert (and can differentiate Warehouse from River Island any day), there are a number of lesser-known brands with similar price points that perhaps you haven't have heard of yet.
Uterqüe has long been our favourite online destination for pieces you won't see everyone else wearing, and our editors wish they could keep Scandinavian brand Weekday and Singaporean accessories label Charles & Keith a secret. Last year also saw the launch of another affordable brand, Kitri, which creates expensive-looking tailoring and shirts. So if you need a change from Zara, consider this your essential payday shopping list. Scroll below to shop our edit of the four best high-street labels you might not have heard of yet.
We the People Style
Jessie Bush in a Kitri checked suit.
Kitri creates classic pieces with a modern twist—think navy-and-white striped shirts with exaggerated sleeves, stand-out jumpsuits and floor-sweeping wrap dresses. The London-based label launched in 2017 in response to the frustration of consumers unable to find quality, well-made workwear at reasonable prices.
Uterqüe certainly needs no introduction to the seasoned fashion crowd (or Who What Wear UK superfans), as the brand has been a go-to label since 2015. However, it's still relatively unknown. Similar to Zara, it creates trend-led pieces. We recommend you start by looking in the shoe department.
Charles & Keith is like the Zara of the accessories world, creating on-trend, luxe-looking handbags for under £100. The Singaporean label, which is loved by super-blogger Tine Andrea and actress Maisie Williams, remains an insider label in the UK, so your friends won't believe that bag you're carrying only cost £60.