It was after a recent conversation while shopping with a friend that I thought for the first time in a while, just where the clothes I was wearing actually came from. Often the high-street is our go-to for sheer convenience, but asBest Knockoff Luxury Clothing is always working to champion more sustainable ways to shop, looking into the chain of production of some of our favourite brands can unearth some surprising results. And, although checking the ethical credentials of a brand is far more than just geographical, a great way to support local manufacturers, designers and vendors, is to shop British based brands and help to make the most of a home-grown supply chain structure.
Not only does shopping the best of British reduce the carbon emissions associated with shipping, but it helps to promote transparent and quality working conditions too, and it feels good to know that your sound investment might be contributing to a fairer wage for a worker or supplier.
Here in the UK we have it easy, as there are hundreds of independent fashion brands and sustainable options to shop, no matter your budget. From the environmentally conscious Stella McCartney, right through to some of the brilliant brands you can uncover scrolling through Etsy, there's always a savvy swap to change your impulse purchase for something a little more long-wearing (and guilt free).
While it's almost impossible to narrow down all of the best British brands on the market (there are almost too many to count), I will endeavour to share some of my favourite affordable, sustainable, and downright fashionable picks in an effort to support local talent. So scroll down to see and shop my edit of the coolest Brit brands to know, and love, in 2024.
1. Damson Madder
Damson Madder is a London-based brand passionate about putting sustainability first. Whether handmade crochet pieces or joyful midi dresses, all garments are cleverly made from organic cotton or recycled and re-purposed fabrics, creating a pretty but fashion forward collection of clothes with a focus on unique shapes and prints.
Expect to see: Peter Pan collars, printed co-ords and the kind of ditsy florals that conjure up images of the great British summer.
2. Never Fully Dressed
Lovers of colour, look no further! Never Fully Dressed is a euphoric journey through all of the print, colour, and feminine detailing you could ever wish for. Starting life in an attic in Essex, Never Fully Dressed has since grown from a one woman operation to a well-known go-to for vibrant dresses and skirts that celebrate the joy of dressing up.
Expect to see: Multifunctional dresses and skirts, bold occasionwear, and an extensive curve collection that goes up to size UK 28.
3. Kitri
Proving its mastery of prints and silhouettes since 2017, Kitri has become a firm favourite among fashion insiders who love its punchy motifs and mood-lifting pieces—all crafted to the highest quality.
Expect to see: Playful colour palettes, striking silhouettes and retro-infused detailing.
4. With Nothing Underneath
In our opinion, a brand dedicated entirely to quality shirting is a brand worth knowing. Founded by a female team, With Nothing Underneath is grounded in simplicity, delivering anti-trend staples with enduring style.
Expect to see: Classic button-downs in cotton, linen and hemp, available in a wide array of colours and timeless prints.
5. TOAST
Starting out in 1997 with loungewear and nightwear designed in a farmhouse in Wales, TOAST is now an internationally shipping company and concept store, with the emphasis always on the brand's belief in a slower, more thoughtful way of life.
Expect to see: Fairisle knits, utility wear, prairie dresses and a considered palette, the perfect cottagecore uniform for a weekend in the Welsh Valleys.
6. Aligne
Since springing up in 2020, Aligne has been fast-tracked into the limelight, buoyed by influencers who appreciate the brand's sustainable approach. Using predominantly organic cotton, Aligne creates low-impact pieces that nod to the trends without being defined by them.
Expect to see: Structured tailoring, voluminous dresses and casual separates perfect for easy weekend styling.
7. Ghospell
Ghospell is a contemporary London-based fashion brand that explores the "urban elements of a modern lifestyle." With an admittedly minimal aesthetic, the brand manages to create fresh new styles with dramatic silhouettes, and as they work in small batches, each collection is available for a limited time before a new one drops every 6 weeks.
Expect to see: Puffed sleeves, cut-outs, curved seams and textured fabrics ready for summer in the city.
8. Sister Jane
Sister Jane is Ghospell's romantic sister brand, delivering the dramatic shapes and eye-catching prints that are absent from the latter's minimalist collections. Taking cues from 1970s fashion, the joyful label encourages bringing nostalgia and whimsy into our wardrobes.
Expect to see: Lots of ruffles, bows and expressive florals that look straight out of a ’70s pattern book.
9. E.L.V. Denim
In coming up with an innovative answer to the amount of wasted fabric in denim production, E.L.V. DENIM founder Anna Foster created a unique two-toned jean fashioned from upcycled denim, and after proving a hit with customers, East London Vintage denim skyrocketed. While you can still shop the iconic jeans (now in a variety of fits and washes), there is also new collections of skirts, shirts, jackets and accessories, all made from repurposed cotton. And if anything doesn't fit, the brand offer bespoke tailoring services, so all of your purchases are fashioned around you. We know the price point is higher than affordable, but for wardrobe classics you'll practically in for many years to come, it's a wise investment.
Expect to see: Premium quality jeans, modern tailoring and unique matching accessories that ensure all denim is repurposed and nothing is wasted.
10. Omnes
Another brand trying to lessen its environmental impact, Omnes uses recycled and innovative materials—including Lenzing Ecovero—to create beautiful silk-look dresses that don't break the bank. If you have a wedding or other formal event coming up, this is a name to bookmark.
Expect to see: Jewel-toned dresses and easy-to-style blouses crafted from sustainable fabrics.
11. Baujken
Baukjen may well already be on your radar, but their sustainable credentials are worth repeating. As champions of slow fashion, their clothes are crafted using the best quality materials to be made to last, and always take into consideration the enivronmental impact of production, source of raw material, the ethical treatment of animals, and eliminating wastage.
Expect to see: Wardrobe staples, timeless classics and elevated basics you'll wear all year round.
12. Olivia Rose the Label
An Instagram smash-hit, Olivia Rose The Label is an independent, slow-fashion label founded in 2017 by designer Olivia Rose Havelock. As all fabrics are locally sourced and purchased, quantities are extremely small batch, making this romantic dress brand all the more covetable.
Expect to see: Romantic draping, jewel-toned satin and flattering cowl necklines.
13. Peachy Den
14. Molby the Label
As Molby The Label's vision was to create 'beautiful, fun, and timeless garments' it's safe to say they succeeded. A colourful burst of vintage-looking dresses and graphic t-shirts, the brand also focuses on reducing it's fabric wastage and carbon emissions by creating high-quality, timeless garments to wear again and again. Each piece is handmade to order so don't expect any fashion fashion, instead custom sizing is available to get the fit that is unique to you.
Expect to see: Tea dresses in gingham, polka dot, pinstripes, and florals, classically British style made modern.
15. Rat Boa
Holidaymakers, don't finish packing until you've slotted a Rat Boa dress into your suitcase. Since 2015, the London-based label has earned a legion of fans with its figure-hugging dresses in striking prints and fabrications. The sheer designs, in particular, are popular vacation picks.
Expect to see: Flattering minis, midis and maxis designed to boost your confidence at home and away.
16. Jovonna London
Independent London-based label Jovonna London, are specialists in combining classic silhouettes with modern tailoring, inspired by the capital's unique fashion scene. If you were looking for transitional pieces that will work for every kind of British weather, add Jovanna to your list there's a reason it has so many influencer and celebrity fans.
Expect to see: Tweed co-ords, A-line dresses and trench coats that wouldn't look out of place on the King's Road.
17. &Daughter
With a design approach rooted in Irish and Scottish knitwear heritage, Buffy Reid knew her brand, &Daughter, would have to honour her family's legacy. Fast forward to 2024, and the company's responsibly made wool and cashmere knits are designed to be loved for a lifetime and passed down through generations.
Expect to see: Homely jumpers and cardigans to cherish for years to come.
18. Nola London
After realising how little there was on offer for fashionable bridesmaids, Nola London was designed to make the wearer feel her most special, no matter their body shape or style. A must-see for bridesmaids, but also anyone looking for an unforgettable look for any event, Nola's handmade dresses intentionally take 4-6 weeks to construct to properly ensure slow fashion values.
Expect to see: Elegant slip dresses, pared back co-ords, and floor-skimming maxis ready for wedding guest season.
19. Albaray
Albaray was born from the idea that sustainable fashion shouldn't cost a fortune. Three women with over 25 years of experience in the fashion industry came together to make something great: an affordable brand that delivers stylish pieces without sacrificing its values.
Expect to see: Cosy loungewear, modern knits and essential styles for everyday wear.
20. Elliss
As seen on some of Instagram's most fashionable, Elliss is a contemporary brand ideal for those who love to make a statement. Launched in 2016 by Central St. Martins graduate Elliss Solomon, the brand use natural fabrics like organic cotton, hemp and bamboo to create a graphic collection of artistic pieces, all from their studio in Hackney.
Expect to see: Photographic prints, form-fitting silhouettes, and plenty of mesh and sheer attitude, reminiscent of the brand's East London heritage.
This story was published at an earlier time and has since been updated.
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