An A-Z of the up-and-coming fashion brands we’re championing this year

There are certain high-street brands that we go back to time and time again – you know the drill: & Other Stories for outerwear, H&M for jeans, Mango for accessories, Zara for dresses.

But it’s easy to get set in our ways. Same-same shopping can take the fun out of fashion and means we miss the opportunity of discovering smaller, exciting brands.

So, let us introduce you to some of our favourite lesser-known fashion and accessories brands that you need on your radar in 2021 and beyond. Shop small, support up-and-coming designers, and breathe some individualism and diversity into your wardrobe…

A: Ace and Prince

Ace & Prince was founded by stylist Chloe Forde and former model Heidi Murray and stocks a range of thoughtfully-curated, affordable pieces. We love their hand-dyed tees and loungewear (which has quickly become our WFH uniform), but their hero product is undeniably the naturally dyed, reusable striped totes, which you’ve likely seen on Instagram in a range of sizes and colourways. Best be quick though, they don’t stay in stock for long!

B: Birdsong

Not only do we adore Birdsong’s totally unique pieces – with bold colours, relaxed silhouettes and original prints – we are very on board with their approach to ethical, sustainable fashion. They use materials such as recycled polyester and biodegradable fabric TENCEL, as well as working with expert female artists, seamstresses and printmakers who face barriers to employment.

C: Cinta The Label

West London-based Cinta The Label was founded in 2018 by fashion consultant Amy Sturgis and is inspired by the colourful patterns and silky fabrics of Spanish fashion. The brand made their name in silky slip dresses, but it’s their bold-print knitwear that we’ve been spying on in-the-know fashion lovers lately.

D: Damson Madder

Damson Madder is the go-to destination for eco-conscious fashion followers that won’t break the bank, using eco-friendly materials such as 100% recycled polyester, natural dyes and cotton from organic farms. Founder Emma Hill launched the brand – which aims to bridge the gap between trend-led and sustainable – just one week before the first lockdown last April during an already tough time for the industry. If all that isn’t reason enough to get behind the brand, just *look* at this dress (and make sure to check out their impossibly comfy loungewear, too)!

E: Extraaf

Another small brand with sustainability at their core, Extraaf’s styles are 80% sustainable, using fabrics like lyocell and BCI cotton, with pieces crafted by dressmakers in factories which put employee wellbeing first, and shipped from Europe via road instead of plane.

G: Glassworks London

Starting out as a pop-up launched from a Shoreditch glassworks factory, Glassworks London is an independent fashion brand with three locations now across the capital. Head here for viral trend-led pieces as well as year-round staples.

H: Hades

Designed by young female entrepreneur Cassie Holland in her Birmingham studio, expect statement knitwear from Hades in the form of jumpers, cardigans and scarves. Pieces are made from 100% lambswool in a family-run factory in Hawick, Scotland.

K: Kemi Telford

Yvonne Mudope Yelford created Kemi Telford in 2017, in response to so many people asking on her blog, “Where did you get that outfit?” Yvonne moved from Kano, Nigeria to England in the ‘60s and, as it says on her website, ‘like many Nigerians, her clothes were hand-tailored one-offs’. So, she started out by creating two skirts using bright wax fabrics that she’d grown up seeing Nigerian women wear, and soon, a brand full of bold, unique pieces was born.

L: Lisa Says Gah

As well as their own collection, Lisa Says Gah is a boutique dedicated to truly unique pieces, partnering with independent female designers.

M: Milk Tooth LDN

There’s no shortage of new jewellery brands creating innovative designs, but Milk Tooth is one of our absolute favourites. The couple behind the brand create 24 carat gold plated statement earrings and collaborate with artists and illustrators on each collection.

N: Neon Rose

From a small independent team of women based in Manchester, you may have spotted Neon Rose on ASOS for their statement prints, dainty floral patterns and pastel hues – all at super affordable price points.

O: Omnes

New brand Omnes work with a small, carefully selected range of fabric producers to help ensure their designs are as evironmentally-friendly as possible.

P: Paloma Wool

Paloma Wool was founded six years ago by Barcelona-based friends Paloma Lanna Santaolalla and Tana Latorre, but it’s really in the past year or so the fashion project has blown up and seen its spirited, ‘70s-style pieces continuously sell out. This is one brand doing the new psychedelic-print trend right.

R: Raemi

Fashion influencer Amelia Liana launched her debut demi-fine jewellery collection last year, drawing on inspiration from her Lebanese and Iranian roots. The result? Plenty of ‘evil eye’ designs, 18 carat gold and beautiful blue tones. 10% of profits from each purchase go to various charities including Young Woman's Trust.

S: Seventy + Mochi

Brand new brand Seventy + Mochi was founded on the premise of sustainable denim and seasonless pieces, using organic cotton and recycled denim. As well as jeans, their latest collection features romantic ruffled blouses and retro-style dungarees.

T: Tea and Tequila

There is genuinely nothing like Tea and Tequila’s pieces anywhere else on the market. That’s because founders Millie and Sarah work directly with Mexican artisans and creators to preserve traditional techniques, while keeping production slow and small to put as little pressure as possible on craftspeople and the planet.

W: Waring Brooke

Waring Brooke is a knitwear brand handmade in Britain, using clean energy from a biomass power plant where the studio is based. Their range of jumpers, shrugs, tees, scarves and other accessories are both stylish and impossibly soft and cosy.