Small But Mighty: 31 Pieces From the Coolest British Brands

Joy Montgomery
·3-min read

With bricks and mortar stores staying closed for the foreseeable future and London Fashion Week's usual pageantry put on hold for another season, it can be hard to know how to support an industry which is slowly bowing under the pressure of a year-long pandemic. Without the financial backing of multi-national conglomerates, it's independent, home-grown brands that are in particular need of our support right now, and here at Who What Wear we're trying to do all we can to give them the platform they so rightly deserve.

We are truly spoilt here in the UK when it comes to independent fashion brands, and compiling an edit of my current faves only made this clearer to me. I have fallen in love with the retro stylings of O'Pioneers' prairie dresses, coveted the chic simplicity of Cawley Studio's quilted jackets, craved the swirling prints of Kai Collective, and made note of Glass Work London's cool-girl silhouettes.

Thankfully, due to the accessibility of online platforms such as Etsy and Instagram, I am able to bring these brands—which were previously only to be found on remote high streets or packed away in designers' store rooms—directly to you, wherever you are. Even if you're trying to cut back on spending this season, all it takes it a 'like' or a repost to give small British brands a bit of love. They need all the help they can get right now. Scroll down to see and shop my edit of the coolest small Brit brands to see in 2021.

Shop my small British brands edit

O Pioneers

O Pioneers Clara Dress in Willow Blue and Rust Floral (£395)

Chalsie Joan

Chalsie Joan Anna Blouse in White Cotton (£160)

Cawley Studio

Cawley Studio Anya Jacquard Jacket (£390)

Sondr London

Sondr London Bubble Hoop Earrings (£115)

Benjamin Fox

Benjamin Fox Penelope in Green and in Pink (£210)

The Make

The Make Blossom Hand Knitted Chunky Jumper (£235)


Palones Scarlett Wool Mix Boyfriend Blazer (£120)

Elfi Bags

Elfi Bags Gingham Bag With Scallop Edging and Wrist Strap (£50)

Bougainvillea Masala in Sienna Paisley (£150)

Peachy Den

Peachy Den The June in Navy (£140)

Kai Collective

Kai Collective Gaia Top Orange (£80)

Franks London

Franks London The Claire Spot Maxi Dress (£245)

House of Elliott

House of Elliott Hoop Earrings With White Edison Pearls (£139)

House of Alice

House of Alice Hoa Signature T-Shirt Aqua White (£35)

Phoebe English

Phoebe English Trs 92 Drawstring Wide Leg Trousers (£185)

Neoss LDN

Neoss LDN Rejean Denim Jacket (£295)

Lola Alba

Lola Alba Antique 'Sweetheart' Collar (£45)


Aardes Gathering Shirt Rose (£120)

Avilio London

Avilio London Gold-Plated Sterling Silver Initial Necklace (£69)

Cro - Che

Cro - Che Baby Love in Black (£225)

Studio Kyodai

Studio Kyodai Demi-Lune Shoulder Bag (£140)

Gentle Wench

Gentle Wench J.Kim Coat With Ovals (£756)

Fruity Booty

Fruity Booty Peaches N Cream (£70)

Glassworks London

Glassworks London Mid Blue Denim Front Slit Maxi Skirt (£95)

Pretty Gyal Bags

Pretty Gyal Bags Chloe (£35)


Unselfish Lover Bad Seeds Blouse (£145)

Joan The Store

Joan The Store Sandralexandra Wild Strawberry Earrings (£70)

Hayley Menzies

Hayley Menzies Rodeo Merino Wool-Cotton Duster Jacket (£500)


The Avant Zeynep Jeans in White (£179)

Medley Vintage

Medley Vintage The Scalloped Ruffle in Liberty Tana Lawn (£45)

Studio Darla

Studio Darla Lora Drop Waist Black Satin (£110)

Leila Ray Vintage

Leila Ray Vintage Clara Folk Smock Blouse, Blue Rose Patchwork (£65)

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This article originally appeared on Who What Wear

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