Hi everyone, I am a 26-year-old social media editor of Who What Wear UK, and in Gen Z Mood, I share with you my mood for this month and the coolest things I have discovered on the slate. New and affordable fashion is something most people look forward to in cosmetics, and I am here to take you with me.
If you’re like me, considering all the lockdowns of the COVID-19 years produces a faint and blurred vision of a fevered dream in one’s pajamas and a mask. However, one thing that has struck me most from all of this is the appreciation of shopping in small portions.
As with most people, I was spending a lot of time on the Internet. Browsing through Instagram, TikTok, and Pinterest became my go-to activities, and with more time spent on my phone came the need to fill it with tiny tasks.
It was a world of hair clips, save crochet, one-off ceramics, start-ups, and fitness brands, and independent shopping was thriving. People who have any interest in dressing up their fashion niche can easily search for indie clothing brands that sell unique products, items depicted by hand, and one-time garments available at antique stores.
That is why I started with small shopping and have never changed for the last five years. That and the fact that as someone who is tasked to be aware of every goings on in ‘apps’, it means if a small brand is rising, I have discovered it.
It clearly suggests that for new-age crazy start-ups or small brands, TikTok is the key to heaven, especially for Indie clothing brands, for which there has been a remarkable rise in the last year. There are many sustainable clothing brands appeared as high in type of ethical fashion.
10 Best Indie Clothing Brands to Know Right Now
These are some of the types of brands that have been impressing the indie clothing brands terrain and are now among the most recommended. In this article, to be precise, we have been able to identify at least 10 Indie clothing brands for consideration in the fashion industry.
1. Susamusa
It could sometimes be rather difficult to find good and long-lasting basics from indie clothing brands. Sometimes you find that your basic goods bought in the nearest shop become unwearable after some time and end up at the bottom of your drawer.
Here’s Susamusa. This may be its parts on Kendall Jenner and Bella Hadid late last year – supermodels from a company that was formed just in 2020. However, when I got to wear one of its famous products this festive season, it is clear why many people have made Susamusa a favourite in a short span.
It was my friend who bought the Sadaf Top a few years ago that prompted me to get influenced by it. Since I’ve complimented her every time that I’ve seen her wearing it, I decided, as any ignorant friend would do, to reconstruct it at Christmas. I loved it. The traditional cut and luxury stretch cotton fabric of Susamusa’s tops, skirts, and dresses have made them some of the most popular clothing items on Instagram, and every piece is restocked as soon as sales begin.
2. Damson Madder
New Indie Clothing Brands that have emerged in the fashion market include Damson Madder, bloggers’ darling which is known for dressing that makes you stand out in a crowd although it may not offer pieces that induce such excitement anymore like the leopard print jeans. Of these, Damson Madder was one of the very first to enter and penetrate the market cautiously.
Recently, their styles have been fashionable targets, especially the elusive balloon sleeves, the gentle Peter Pan collars, and the overall feeling of this style, which is ironic but not childish. It was launched in 2020, and while it has not been big in the years 2021-2023, it will not be long until the fun and sustainability-focused brand is no longer considered a small brand.
I have been a long-time follower of Damson Madder from the first time they dropped their collection and used to have quite a few of their clothes, which I still frequently wear over the last three years. I can vividly recall the stances that they take in slow fashion.
3. Isabella Vrana
Do you still recall when employees’ smart casual outfits began circulating in the workplace some years ago through the short-form video platform TikTok? If so, then you will recognise the creator and designer of the London-based clothing line known as Isabella Vrana. As of now, Isabella Vrana has around 137000 followers on TikTok and 70000 on Instagram; like many other indie clothing brands, she has established her strong audience on the Internet.
The staple essentially merges fitted silhouettes with elements of structures – can you imagine an office attire that also doubles as wear to go clubbing? The curiosity about each collection (that was, by the way, sold out in a few hours) lies in the fact that every single item is multipurpose.
4. Fenity Fashion
The latest top that I love is this dainty bateau neckline one.
Usually, I do not pay much attention to the ads that Instagram serves me, but the one of Fenity Fashion made me change my mind. In the current season, Albanian indie clothing brand Fenity Fashion has more super-feminine shapes and neutral colors.
I purchased one of their first batches (the one above, for instance), and I own a liking for that asymmetrical cut at the neckline; it is very complementing, and the zip running right from the bust line to the base suits me well. The best thing that can be said about this piece is that it is unique, and so it has no similar piece in my wardrobe.
5. Cloimh
You may know Hollie Mercedes as the Amsterdam phenomenon who wanders through the fjords and has a particular Scandinavian aesthetic on the Internet. Those who have been following the Scottish designer will have realized that she has recently come up with a new line of knitwear under the Clòimh label.
As it stands, we like it; so does her style. Thus, Clòimh appears to have managed to get the perfect blend between the eternal (which is quite relevant when it comes to the production of knitwear) and the contemporary (which has been captured by that exquisite-looking slinky scarf that the model has on). Who can remain indifferent to such kinds of apparel companies that do only one thing with success? For instance, Clòimh has its website selling out and has a comment section with love and is one to watch in 2025.
6. Her Ryan
Until Ryan taught me all the street style trends that have graced the ramps in the recent past, there was one that enthused me more than the other: graphic tees. That is why indie clothing brands such as Her Rayn that operate on the slow fashion model could make this list.
As the essence of the brand is nostalgia, the graphics are depicted in the most childish manner possible. Her image-based pieces wouldn’t be peculiar at 90s rave or the 2000s romantic comedy films; however, they look so modern and lively. This one is a perfect place for those who want clothes with an individual outlook on life.
7. Glassworks London
Until Ryan taught me all the street style trends that have graced the ramps in the recent past, there was one that enthused me more than the other: graphic tees. That is why indie clothing brands such as Her Rayn that operate on the slow fashion model could make this list.
As the essence of the brand is nostalgia, the graphics are depicted in the most childish manner possible. Her image-based pieces wouldn’t be peculiar at 90s rave or the 2000s romantic comedy films; however, they look so modern and lively. This one is a perfect place for those who want clothes with an individual outlook on life.
8. Susmie’s
One more reason is that small merchants are great at capturing the right atmosphere, especially in the case of clothing brands. And that is how I felt when I encountered Susie’s. Have you ever happened to visit some of the small shops when you were on your holidays and suddenly realized that most of the shop’s trends are appealing to you?
Occasionally, I develop shopping hysteria, telling myself that I will not come back to the store again and, therefore, need to shop for all the clothes. But while Susie’s would serve up that boutique experience with its lively Instagram and positive energy (and to their credit, they’ve got a website). Great style heavyweights, including gorgeous leather, boho-style jewelry, and playful knits, are why this store is always on my list of favorites.
9. Peachy Den
We were all there this winter when we witnessed we collectively agreed that “Hello, the cool small brand campaign of Sex and the City’s Reed the one with Olivia Neil of The Devil Wears Prada.” Peachy Den is one of the indie clothing brands that has been a target of cool girls since its establishment by Isabella Weatherby in 2019.
Alongside Dua Lipa, Raye, Olivia Dean, we even have Amelia Di Mildenberg here and of course, our editor-in-chief Hannah Almassi in the Debba Top & Midi Skirt Now more and more celebrities are flocking to this brand that mixes sporty and feminine, and if the rumours of new releases are anything to go by, then 2025 will be a huge year for Finisterre. It would be interesting to know what have prepared for the visitors of the Peachy site in spring.
10. Nice Knot
I first got acquainted with Knot Nice in the summer of 2018 when they created a series of crochet bags. As of now, Knot Nice has more than 8K followers, and it is one of the indie clothing brands that gained a following because creators keep being drawn to the brand’s handmade knit and crochet products.
I bought one of her first creations; I have been using it, and indeed, everyone needs it when they are in summer. Some appeared late last year, and I would like to enjoy more Knot Nice in 2025, so let me know in DM for your piece if you want one as well.
Conclusion
Today, indie clothing brands successfully continue growing to supply fashion enthusiasts with nontraditional clothing which are of high quality. From Susamusa’s stylish simplicity, Damson Madder’s fun spirit, or Peachy Den’s street-inspired apparels, it is clear that independent fashion is not just for a fad; it is a revolution.
With the introduction of social media and such social media platforms as TikTok and Instagram, small brands have the prospects of growing extremely fast and have an international market for their goods and services. Consumers are no longer interested in mass-produced and overly conspicuous clothing; that is why indie brands come to the forefront with exquisite work. So here is a compilation of the ten brands that you should consider checking out if you want to dress uniquely without buying from major fashion stores. Notably, it’s following them because they are a peek into what the future of fashion is.
