With bricks and mortar stores staying closed for the foreseeable future and London Fashion Week's usual pageantry put on hold for another season, it can be hard to know how to support an industry that is slowly bowing under the pressure of a year-long pandemic. Without the financial backing of multinational conglomerates, it's independent, home-grown brands are in particular need of our support right now, and here at Who What Wear, we're trying to do all we can to give them the platform they so rightly deserve.
We are truly spoilt here in the UK when it comes to independent fashion brands, and compiling an edit of my current faves only made this clearer to me. I have fallen in love with the retro stylings of O Pioneers's prairie dresses, coveted the chic simplicity of Cawley Studio's quilted jackets, craved the swirling prints of Kai Collective, and made note of Glassworks London's cool-girl silhouettes.
Thankfully, due to the accessibility of online platforms, such as Etsy and Instagram, I am able to bring these brands—which were previously only to be found on remote high streets or packed away in designers' storerooms—directly to you, wherever you are. Even if you're trying to cut back on spending this season, all it takes is a like or repost to give small British brands a bit of love. They need all the help they can get right now. Scroll down to see and shop my edit of the coolest small Brit brands to know in 2021.