10 Independent Fashion Brands We Think You'll Love

Earlier this week, we gave a shout-out to all our readers to find out exactly what it is that you're wanting to read right now. An overwhelming number of you asked to hear more about those fab independent fashion brands that might need our extra support in the coming weeks and months. Well, we would expect nothing less, and of course, we were more than happy to oblige.

You've come to the right place because we are self-confessed, small-brand addicts here at Who What Wear, and there's nothing we love more than to champion those labels that are doing exciting things in the industry, whether it's dedicating themselves to fairer wages or creating garments using upcycled fabrics.

Really, we're spoilt for choice, but we've put our heads together and come up with 10 names. From Olivia Rose's puff-sleeve delights and Rave Review's upcycled designs to Honna London's pretty pj's and Hades's covetable homespun knitwear, scroll down to see and shop the small brands you need to know about.

Olivia Rose the Label

Founded in 2017 by Olivia Rose Havelock, Olivia Rose the Label is the independent fashion brand that produces handmade garments made in limited quantities to avoid waste. We have our eye on the Esmeralda top with its flattering smocking. 

Damson Madder

If you're hunting for directional wardrobe heroes, look no further than Damson Madder, the brand that aims to use more eco-friendly materials, including 100% recycled polyester, natural dyes and cotton from organic farms. I'll be wearing the brand's tiered cotton maxi with chunky boots all season long.


Designed in London and made by expert artisans in Greece, Mashu is the bag brand inspired by Art Deco design and architecture and made using sustainable materials. Its structured totes have been seen on everyone from Jasmine Hemsley to Jada Sezer.

Bug Clothing

Using only natural fibres and deadstock from designer factory waste, Bug Clothing creates clothing by hand on a small scale from its studio in Wales. Its aesthetic embraces roomy silhouettes and minimalist staples, including wide-leg white jeans and workwear jackets. 

Ren London

Created by a female-led manufacturer and her small team in North-West London, Ren London's clean-lined collections are created on a small scale and made using natural fibre fabrics. We'll be layering up the brand's slip dress with roll-necks now and white tees come summer. 


With fans that include Emily Ratajkowski and Leandra Cohen, MaisonCléo is certainly a brand to watch in 2020. Marie Dewet founded the French label with her mother, who is the brand's namesake and sole seamstress, and her designs are instantly recognisable by their bow-tie details and statement sleeves.

Rave Review

Rave Review is the statement-making clothing line based in Stockholm that made its debut at Paris Fashion Week for S/S 18. Since then, its designs, which are made from upcycled pre-existing garments that the founders find at vintage markets, second-hand stores and from private sellers online, have been spotted on influencers such as Lucy Williams.


Anyone who loves a good colour-pop knit has to check out British knitwear brand Hades. Created to transcend seasonal trends, Hades's knitwear is handcrafted in Hawick, Scotland, and made from pure lambswool. Its letter jumpers, in particular, have been a hit with the fashion crowd. 

Muzungu Sisters

Muzungu Sisters is a brand that is passionate about fair labor practices and works with artisans in over 16 different communities across four continents. Founded by friends Dana Alikhani and Tatiana Santo Domingo, the brand's vibrant pieces are guaranteed mood-boosters.

Honna London

After working as a stylist for over 10 years, Barbara McMillan (who used to work at Who What Wear, don't you know?) wanted to create a pyjama brand that "walked the line between exceptional fit and an affordable price point." Made in a family-run factory that only uses trusted suppliers, the brand's striped sets are a wardrobe classic that will be loved for many years to come.

Fruity Booty Lingerie

Calling all lingerie enthusiasts: Fruity Booty is the underwear brand that is not only producing sets that women will actually want to wear but also predominantly using surplus fabrics that would have otherwise gone to waste. It's a win-win really. 

Related Stories