The 10 Lesser-Known High-Street Brands We're Championing This Year

Joy Montgomery

Although the big-name high-street brands (H&M, Mango, etc.) will always have a special place in my heart, there's something exciting about coming across a lesser-known label. Of course, there's nothing wrong with buying into the latest trending item, however, as all true fashion lovers will know, it can be easy to become disillusioned by the identikit ensembles that can come from sticking to the well-trodden path.

My solution? Take some time every few months to dig around online and discover some new brands. This will ensure that your wardrobe is kept fresh, diverse and individual, and help avoid the awkward outfit-clash moment. To save you time, I've scoured the internet and interrogated the Who What Wear team to find our top ten lesser-known affordable brands and their best new-in pieces. Prepare to smugly name-drop these labels next time you Whatsapp your fashion-loving friends.

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.


Damson Madder Tiered Organic Cotton Maxi Dress in Check With Bow Neck Tie (£130)

Damson Madder Recycled Polyester Oversized Worker Shirt in Fleece (£60)

Damson Madder Organic Cotton Bodycon Midi Dress in Thick Rib (£65)

Kitri Studio

Set apart by its tightly edited collection of premium-feeling affordable pieces, Kitri Studio is a Who What Wear fave. Only stocking limited quantities of each style, you can guarantee that you won't see the same item on every other person on social media. The Gabriella dress was an instant sellout when papped on Charlotte Groeneveld at fashion week last year, so keep your eyes peeled for the next big thing.


Kitri Tara Green Floral Print Shirt Dress (£145)

Kitri Bessie Pink Pussy Bow Blouse (£85)

Kitri Studio Blanca Utility Jumpsuit (£99)

Neon Rose

Neon Rose is the UK-born brand you may have already spotted on ASOS. The statement prints, attention-to-detail and super purse-friendly price tags are some of the things we love. It offers cute co-ords and is a winner in the plus-size category (the brand goes up to a size 28). Neon Rose is quite the dream collection. 


Neon Rose High Neck Fitted Top in Dark Tie Dye (£9)

Neon Rose Knitted Top With Square Neck (£32)

Neon Rose Plus Mini Dress With Tiered Sleeves and Belt in Vintage Floral (£38)

Finery London

Launched in 2014, Finery quickly shot to the top of fashion editors' wish lists after releasing its first collection. While other brands might be tempted to follow fads, Finery has separated itself from the crowd by sticking to timeless designs, with the odd nod to a new-season trend—a surefire way to know that a dress will keep delivering season after season. 


Finery Jaymee Ruffle Neck Shirt (£70)

Finery London Meryl Khaki Button Top (£44)

Finery Paton Dress, Blue (£89)


Sézane is the little bit of Paris everyone needs in their wardrobe. The label began life as a vintage store on eBay but now produces retro-inspired, understated pieces that'll easily slip into your capsule wardrobe—ideal if you're looking for pieces that stand the test of time. I'll be adding Sézane's cool leather bags and midi dresses to my basket for now, and patiently wait until it's time to snap up the amazing knitwear come autumn.


Sézane Scott Trench (£215)

Sézane Farrow Bag (£190)

Sézane Clothilde Blouse (£85)


Created by our favourite Gallic It girl, Jeanne Damas, Rouje is in the market to deliver Parisian basics with a nostalgic twist—think flighty camisoles, flared jeans and button-up sundresses. An go-to for elevated staples, we'll be buying one of the brand's sellout Gabinette dresses to wear with chunky boots. What better way to achieve that illusive je ne sais quoi?


Rouje Gabin Dress (£168)

Rouje Celeste Low Boots (£252)

Rouje Marais Denim (£121)

House of Sunny

Describing its wares as "supersized basics with a clean, flawless aesthetic and silhouettes cut precisely for everyday success," House of Sunny has become cool girls' go-to affordable fashion brand. Now on its 12th collection, the brand offers up plenty of references to new-season trends, alongside artistic silhouettes and unfussy, unprinted fabrics (apart from the odd bit of gingham).


House of Sunny Day Tripper Cardi (£90)

House of Sunny Icon Shoulder Bag (£240)

House of Sunny Baleriac Shirt Dress (£145)


If you're looking for key pieces to add to your wardrobe with a cool Scandi twist, then Gestuz is the brand for you. Launched in 2008, the Danish label has remained relatively unknown, but it is now available on ASOS so easily accessible for all. Expect great dresses, chic trousers and prints. 


Gestuz Aylin Wrap Blouse With Frill Detail in Abstract Ripple Print (£32)

Gestuz Noorigz Jacket (£286)

Gestuz Catta Pinstripe Tailored Trousers Co-Ord (£60)

Dream Sister Jane

Sister Jane is the London-based brand here for all your vintage-inspired fashion needs. Its eclectic selection of personality-packed pieces stands out from the high street's identikit offering—think frou-frou blouses, printed maxi dresses and retro accessories. 


Dream Sister Jane Highness Jacquard Babydoll Dress (£69)

Dream Sister Jane Mini Smock Dress With Tie Cuffs in Vintage Floral (£150)

Sister Jane Oversized Mini Smock Dress With Volume Sleeves and Bow in Luxe Satin (£85)

Lost Ink

I came across Lost Ink years ago when I spotted a very cool blouse in a random corner of Debenhams (I still wear it all the time, FYI), but thankfully, it's now a little easier to get hold of due to being stocked on ASOS. Wearable and trend-led without being "faddy," Lost Ink should be the place you head to for classics with a twist.


Lost Ink Wrap Top with Balloon Sleeves and Tie Back in Seersucker (£38)

Lost Ink Ruffle Tiered Mini Dress in Metallic Gingham Print (£35)

Lost Ink Cropped Cardigan With Scallop Edge and Tie Front (£34)

Oliver Bonas

Okay, so I know Oliver Bonas is hardly the most niche brand in the world, but I would hazard a guess that most fashion aficionados hit the website for home wear knickknacks rather than fashion. However, I recently found that the brand offers so many winning buys. Shop my faves below.


Oliver Bonas Snake Print Panel Brown Leather Boots (£50)

Oliver Bonas Black and Peach Spot Square Neck Top (£50)

Oliver Bonas Elsi Geo Interlink Twist Collar Necklace (£30)

Next Up: Spring/Summer 2020 Fashion Trends: What We'll be Wearing in This New Decade

Promo Image: @nicoleocran

This article originally appeared on Who What Wear

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