‘it girl’ brands
Small brands for a thoughtfully curated collection
I have a long list of small brands to shop and that are easy places to find unique closet stables. In a landscape where fast fashion dominates and has the marketing budget to overshadow smaller brands, it's easy to overlook the gems crafted by passionate designers and curators who pour their heart into creating something special. This Substack is dedicated to highlighting those unique, iykyk labels that deserve a spotlight.
Shopping from smaller brands isn't just about owning something different—it's about curating a wardrobe that truly reflects your personal style. When it comes to wardrobes I believe a small, thoughtfully curated closet will always trump a thoughtless, overconsumption closet when it comes to style, cost, and sustainability. Each piece you choose adds a distinct touch to your wardrobe that’s a part of the journey of showcasing the beauty of individuality through fashion. Many of these brands have elevated basics and detail oriented garments that you’re more likely to wear longer, outside of trend cycles due to the thought behind their creation (and honestly their price point to purchase). Nearly all of them are women founded, designed, and owned which studies have shown, and these brands are a testament to, tend to focus on sustainability, social responsibility, and community development.
Musier Paris
A woman owned French brand that has tons of elevated French cool girl pieces. The place to look for effortless clothes that emulate cool French style.
I love the one shoulder detail- it makes this a unique basic, on sale $81.53
these micro shorts would be amazing with a pretty white top, on sale $75
Gimaguas
A little more known and one of my favorites. It was started by twin sisters and is designed in Barcelona with collaboration from artists. The pieces are often made in Spain as well. The perfect place to shop if you’re looking for something that’s easy to throw on but also feels special.
love the style of this- so easy to wear dressed up or down and get a ton of wears out of, $113
Love this top in white and black, such an easy way to make a day or night outfit amazing, $128
Such good white staple denim, elevated staples like this make outfits so much easier, $185
These shorts make Jean shorts and a white top so much cooler, $156
I love the micro short trend and would love these for going out with boots, on sale for $66
St Agni
The brand was founded by an Australian couple in Byron Bay and has such an amazing attention to detail in the fabrics and design of their items. A great place for elevated basics and closet staples you’ll have for years to come.
The Bekk
A woman founded brand that has creatively distinct clothes that are still very wearable and timeless.
This bubble top hits at just the right place and is such a cute alternative to a white tank, $120
Uniform Person
An incredible eco-conscious brand that designs their pieces thoughtfully with women in mind and for year round wear. This brand is great if you’re looking for a unique staple piece to keep in rotation and style in various ways.
I love how this is multiple shirts in one, $98
Asta Resort
A woman founded brand that works with artisans to create beautiful knitwear garments. They have great bathing suits and summer/resort pieces but a ton of their stuff can also be styled for colder weather.
love this knitted one shoulder top, $220
this dress is everything and on sale for $108.50
My Beachy Side
A woman founded brand that emphasizes fair and sustainable practices, including empowering the women who make the garments through just pay. They have such great summer/resort wear but also pieces that can be worn year round.
a fun going out/dinner skirt, very Sex and the City, on sale for $199
great trousers for summer, on sale for $134
One Mile the Label
An Australian female founded brand that focuses on textiles and growing sustainably. A great place to look for a well made everyday item.
light pink cotton maxi skirt, $125
Amambaih
A women founded brand inspired by the founders Paraguayan heritage and built with a people first lens. A pillar of the brand is supporting the people of the Maka tribe and preserving their traditional craftsmanship. Designed in Paris, woven in Paraguay, and handcrafted in Spain Amambaih works to support human rights, with a particular focus on women’s empowerment. Such a great place to find a special pair of summer shoes.
These would make any summer outfit, $438
Marge Sherwood
A Korean female founded brand deeply inspired by the 90s aesthetic. They do such a great job of making their designs still feel new and fresh. I love many of their pieces, particularly their bags.
such a cute summer top, $42.98
Flabelus
Female founded in Spain and with a focus on sustainability and keeping their carbon foot print as small as possible the founder was inspired to take the classic espadrille and make it a year round shoe. The shoes are designed and produced in Spain. They have such beautiful variations of flats that are known for their comfort.
love this style in every color, they’re having a summer sale $175
Margaux Studios
Woman founded with sustainability as a core focus of the jewelry and accessories brand. They use freshwater pearls, crystals, and the highest quality of metals to make jewelry that is meant to last generations (I have so many items on my wishlist). The ideal place to buy special jewelry to mark an occasion.
love this shell necklace- would wear as a chocker, $159
At Present
They focus on curating jewelry selections the exude individuality and cater to every price point. At Present predominately curates from small, woman-owned business to feed their passion for supporting the creative economy. An amazing place if you’re looking for something unique.
Riebirth
A brand with a sustainability focus that curates from visionary designers that utilize secondhand, reclaimed, recycled, and deadstock materials to create something new. A great place to discover unique secondhand and new pieces made from upcycled material.
classic white halter dress, also cotton, $200
At First Site Studio
A female founded clothing line inspired by the Mediterranean and focused on sustainable, slow fashion. The brand works with artisan sewers and family owned businesses to ensure safe environments throughout the production process. A go to brand for a special occasion or just a special closet addition.
love this red top, part of an amazing set, $130
Belle the Label
A woman owned and founded label that uses fair and just labor and low-impact materials to sustainability create unique and beautiful pieces. An amazing place to look for a new staple you’ll wear over and over.
Such a unique top, I love the tie, $200
This one too, come in white and a red color, $210
The drape and open back- would get a million wears, $118
Skall
Founded by Danish sisters who wanted to create natural fiber clothes made to last. They are adamant about fair partnerships throughout the production cycle and are GOTS certified. One of their founding principles is “less is enough” meaning a small wardrobe thoughtfully curated and meant to last should be the focus of fashion- and I couldn’t agree more. A place to go for great staple pieces with a a Danish flair.
The detail on these pants add so much style to a summer closer stable, $150
Frankly
A great brand for affordable pieces that have a unique touch.
Loveeeee the white pants vibe for summer. Also obsessed with the thoughtful brand vibe 🫶 the white halter dress may be coming into my life soon, and the yellow pants. Love how much color you showcased!!!