These days, it feels like everyone's wearing the same thing. If you open Instagram or TikTok, you'll see it—carbon-copy outfits, trending pieces on a loop, and styling so homogenous you start wondering if the algorithm is secretly everyone's stylist. (In our opinion, that would be detrimental to personal style.) This phenomenon is exactly why brand discovery matters more than ever. Finding a new label that feels personal, unique, and fresh is like striking gold in this hyper-online social media economy. There's something thrilling about knowing your favorite piece wasn't mass-produced and that it came from a designer who's doing their own thing on their terms.
To us, indie brands are where the real innovation lives. These are the labels run out of tiny studios and spare bedrooms, where every detail is deliberate and nothing is phoned in. You won't see them splashed across billboards and pushed through influencer pipelines, but if you know, you know.
As editors, we're always on the hunt for the best indie labels. Sometimes, we find them through a friend. Other times, it's by falling into a 3 a.m. scroll spiral. We're usually not above gatekeeping, but in this case, it's more important than ever to support independent indie labels.
Below, shop 10 indie brands—including local favorites and those from abroad—that our editors genuinely love and champion. They're cool, low-key, and refreshingly original. Just try not to blow up their spot too fast.
Ayllón
Country of Origin: Australia
Hero Item: Tassel necklaces
About the Brand: With a Buenos Aires inspired flair, Ayllón is an Australian jewelry label specializing in sleek, minimalist, heirloom-worthy jewelry pieces. In particular, the brand's corded stone and tassel necklaces have gone viral this summer.
Caro Editions
Country of Origin: Denmark
Hero Item: Whimsical, patterned separates
About the Brand: Started in 2022 by Copenhagen-based designer Caroline Bille Brahe, Caro Editions is known for its colorful, playful pieces that are often printed, finished with bows, and delicately stitched with care.
Le Monde Béryl
Country of Origin: England
Hero Items: Mary Janes and ballet flats
About the Brand: This London-based shoe company is all about timeless silhouettes and handcrafted traditional footwear. While the label started with just a few styles (one most famously being a take on Venetian slippers), Le Monde Béryl now has countless silhouettes ranging from boots to sandals and more.
Belle the Label
Country of Origin: Indonesia
Hero Items: Globo Jacket and knit tops
About the Brand: Founded in 2018 by Annabelle Noelle, Belle the Label is a cinematic study on what the cool, nonchalant woman wears. Capris, semi-sheer ruffled tops, and polka-dot jackets are all on the menu.
Boii Studios
Country of Origin: Denmark
Hero Items: Loungewear and knitwear
About the Brand: Boii Studios is an instant Scandi classic. The label is offering up classic Copenhagen-cool silhouettes like billowy poplin skirts, oversize button-downs, and thick-knitted crewneck sweaters.
Don't Let Disco
Country of Origin: United States
Hero Item: Funky beaded necklaces
About the Brand: CFDA/Vogue Fashion Fund finalist Ashley Moubayed considers herself a bead collector and curator, opting to use simple glass beads and stones as a reflection of memory and nostalgia. The label has become a humble fashion favorite over the last few years, cementing it as a rising, exciting brand in the world of indie jewelry-making.
Fruity Booty
Country of Origin: England
Hero Item: Undergarments
About the Brand: Fruity Booty is on a mission to redefine lingerie from something that's stuffy, lacy, and uncomfortable to a fun, female-focused infatuation. While the brand first began in intimates and loungewear, swimwear and limited clothing drops are now a major factor in its newfound success.
Nikki Chasin
Country of Origin: United States
Hero Items: Whimsical bikini tops and dresses
About the Brand: Nikki Chasin is a women-owned label based in Hudson, New York, crafting women's apparel as wearable art with custom prints and treated textiles. Expect fun patterns, colorful dresses, and romantic yet cool detailing.
Pico
Country of Origin: Denmark
Hero Item: Satin rosette hair clips
About the Brand: Founded in Copenhagen in 2004 by Anne‑Marie Pico, Pico began as a handmade jewelry boutique and evolved into a fashion‑accessory mecca that shoppers describe as "Claire's for adults." Its signature rosette clips, hair bows, and oversize scrunchies—many in satin and glitter finishes—became staples of Copenhagen Fashion Week street style and the ultimate souvenir for fashion-inclined tourists.
Flabelus
Country of Origin: Spain
Hero Items: Duo-toned velvet slippers and Mary Janes
About the Brand: Founded by Beatriz de los Mozos during the pandemic, Flabelus blends Venetian slipper heritage with Spanish espadrille craftsmanship. Unlike other espadrille designers popular in Spain, Flabelus thrives in color, opting for bright plush velvet and contrast-color trim to make each pair a work of art.
-
6 Fashion Editors, 36 Summer Buys—Inside Our Summer 2025 Mood BoardsEverything inspiring our wardrobes this season.
-
I'm a Shopping Editor—These 5Replica Store Anniversary Sale Finds Are Living Rent-Free in My HeadKitten heels, burgundy flats, and more.
-
24 Chic Under-$100Replica Store Anniversary Sale Finds That Are Taking Over My Fashion-Editor Text GroupLongchamp, Levi's, Madewell, and more.
-
I've Lived in NYC, L.A., and Boston—Here's Everything I Think Is Chic for SummerShop the highly curated list.
-
Trust Me—Buy These 22 ThingsHere we go again.
-
These 31 Anti-Trend Basics Are Quickly Becoming the Foundation of My 2025 WardrobeTake note.
-
10Best Knockoff Luxury Clothing Editors, 64 Spring Buys—Inside Our Seasonal Mood BoardsEverything inspiring our wardrobes this season.
-
You're Looking to Get a Head Start on Spring Dressing, and I Know Exactly What to Order—30 Chic Picks That Fit the BillA little something for every personal style.
