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Born British Newsletter
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 as Who What Wear 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 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.
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 Proving its mastery of prints and silhouettes since , 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.
In our opinion, a brand dedicated entirely to quality shirting is a brand worth knowing.
Branden i Grenfell Tower – Wikipedia
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. Starting out in 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. Since springing up in , 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.
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Ghospell is a contemporary London-based fashion brand that explores the "urban elements of a modern lifestyle. Expect to see: Puffed sleeves, cut-outs, curved seams and textured fabrics ready for summer in the city. 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 s fashion, the joyful label encourages bringing nostalgia and whimsy into our wardrobes. In coming up with an innovative answer to the amount of wasted fabric in denim production, E. 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.
Nine iconic items of clothing that define Britishness - BBC
Expect to see: Premium quality jeans, modern tailoring and unique matching accessories that ensure all denim is repurposed and nothing is wasted. 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.