I Love the British High Street, But These 20 Cult Brands Are Just as Good

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 2024.

1. Damson Madder

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.

2. Never Fully Dressed

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.

3. Kitri

Proving its mastery of prints and silhouettes since 2017, Kitri has become a firm favourite among fashion insiders who love its punchy motifs and mood-lifting pieces—all crafted to the highest quality.

4. With Nothing Underneath

In our opinion, a brand dedicated entirely to quality shirting is a brand worth knowing. Founded by a female team, With Nothing Underneath is grounded in simplicity, delivering anti-trend staples with enduring style.

5. TOAST

Starting out in 1997 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.

6. Aligne

Since springing up in 2020, 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.

7. Ghospell

Ghospell is a contemporary London-based fashion brand that explores the "urban elements of a modern lifestyle." With an admittedly minimal aesthetic, the brand manages to create fresh new styles with dramatic silhouettes, and as they work in small batches, each collection is available for a limited time before a new one drops every 6 weeks.

8. Sister Jane

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 1970s fashion, the joyful label encourages bringing nostalgia and whimsy into our wardrobes.

9. E.L.V. Denim

In coming up with an innovative answer to the amount of wasted fabric in denim production, E.L.V. DENIM founder Anna Foster created a unique two-toned jean fashioned from upcycled denim, and after proving a hit with customers, East London Vintage denim skyrocketed. 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.

10. Omnes

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.

11. Baujken

Baukjen may well already be on your radar, but their sustainable credentials are worth repeating. As champions of slow fashion, their clothes are crafted using the best quality materials to be made to last, and always take into consideration the enivronmental impact of production, source of raw material, the ethical treatment of animals, and eliminating wastage.

12. Olivia Rose the Label

An Instagram smash-hit, Olivia Rose The Label is an independent, slow-fashion label founded in 2017 by designer Olivia Rose Havelock. As all fabrics are locally sourced and purchased, quantities are extremely small batch, making this romantic dress brand all the more covetable.

13. Peachy Den

14. Molby the Label

As Molby The Label's vision was to create 'beautiful, fun, and timeless garments' it's safe to say they succeeded. A colourful burst of vintage-looking dresses and graphic t-shirts, the brand also focuses on reducing it's fabric wastage and carbon emissions by creating high-quality, timeless garments to wear again and again. Each piece is handmade to order so don't expect any fashion fashion, instead custom sizing is available to get the fit that is unique to you.

15. Rat & Boa

Holidaymakers, don't finish packing until you've slotted a Rat & Boa dress into your suitcase. Since 2015, the London-based label has earned a legion of fans with its figure-hugging dresses in striking prints and fabrications. The sheer designs, in particular, are popular vacation picks.

16. Jovonna London

Independent London-based label Jovonna London, are specialists in combining classic silhouettes with modern tailoring, inspired by the capital's unique fashion scene. If you were looking for transitional pieces that will work for every kind of British weather, add Jovanna to your list–there's a reason it has so many influencer and celebrity fans.

17. &Daughter

With a design approach rooted in Irish and Scottish knitwear heritage, Buffy Reid knew her brand, &Daughter, would have to honour her family's legacy. Fast forward to 2025, and the company's responsibly made wool and cashmere knits are designed to be loved for a lifetime and passed down through generations.

18. Nola London

After realising how little there was on offer for fashionable bridesmaids, Nola London was designed to make the wearer feel her most special, no matter their body shape or style. A must-see for bridesmaids, but also anyone looking for an unforgettable look for any event, Nola's handmade dresses intentionally take 4-6 weeks to construct to properly ensure slow fashion values.

19. Albaray

Albaray was born from the idea that sustainable fashion shouldn't cost a fortune. Three women with over 25 years of experience in the fashion industry came together to make something great: an affordable brand that delivers stylish pieces without sacrificing its values.

20. Elliss

As seen on some of Instagram's most fashionable, Elliss is a contemporary brand ideal for those who love to make a statement. Launched in 2016 by Central St. Martins graduate Elliss Solomon, the brand use natural fabrics like organic cotton, hemp and bamboo to create a graphic collection of artistic pieces, all from their studio in Hackney.