I’m a Gen Z Who Loves Shopping Small—12 Indie Brands I’m Keeping Up With In 2025

Welcome to the Gen Z Mood, as a 26-year-old editor, I’m always looking for new and thrifty ways to shop the trends. Here’s where I keep you updated with my mood for the month and the most exciting things I’ve spotted on the scroll.

If you’re anything like me, reflecting on the numerous lockdowns of 2020 isn’t something you do all that often, the whole thing feels like a pyjama-clad, masked-up fever dream. But if there is one thing I took away from 2020, it was a love for shopping small. Like most of us, I spent a chronic amount of time online. Scrolling Instagram, TikTok and Pinterest became my go-to pastime, and, with the increase in screentime came an obsession with the small businesses flooding my feed.

From scrunchies and crochet to bespoke pottery and fitness brands, the world of independent shopping was growing at a rapid pace. And for anyone interested in fashion, it became way easier to find unique pieces, hand-designed items and vintage overnight. So, I dove straight into shopping small, and––five years on, I’ve never looked back.

This, combined with the fact it’s my job to know everything going on on ‘the apps’, means if a small brand is killing it, I’ve probably clocked it on my FYP. If you’re a cool start up, or freshly-graduated CSM student, TikTok is your window to a social-first shopping generation. And over the last year, smaller brands have been killing it online as a result.

While they’ve been thriving, I’ve been saving, pinning and bookmarking. So keep scrolling for the independent brands to follow for the year ahead.

1. Susamusa

It’s often so hard to find a brand that offers timeless basics that will stand the test of time. Far too often a good staple loses its shape after too many washes and gets folded to the back of the draw. Enter: Susamusa, if you have a beady eye like me, you might have seen their designs on the likes of Kendall Jenner and Bella Hadid late last year – big names for a small brand that only started in 2020, right? – but, after trying out one of their bestselling styles over the festive season, I could immediately see why Susamusa’s star is rising so fast.

My inspiration came directly from a friend, who purchased the Sadaf Top a few years ago and who I’ve complimented basically every time I've seen her wear it since. Over Christmas, I did what any bad friend does and purchased the top, and I love it. The ‘90s-inspired silhouettes and luxe-feeling cotton fabrications have turned Susamusa’s tops, skirts and dresses into cult buys on socials, with styles selling out again and again on their website.

2. Damson Madder

Damson Madder are no strangers to dropping new pieces that get everyone talking—remember the leopard print jeans trend? You might find Damson Madder was one of the first. Lately, their distinctive designs have become a serious talking point, from perfectly puffed sleeves to darling peter pan collars and an overall vibe that feels super kitsch but not silly.

The playful, sustainability-first small brand was founded in 2020, but after a big year in 2024 we’re certain they won’t come under the small brand category for much longer. I might be biased—I’ll admit I’ve followed the brand since they first launched and have bought many pieces from them—but I’ve worn these styles on repeat over the last few years and can attest to the quality they promise behind their slow-fashion mission.

3. Isabella Vrana

Remember a few years ago when cool-girl office outfits were reaching virality every single day on TikTok? If you do, you’ll recognise the founder, and designer behind London-based fashion brand Isabella Vrana. With 137k TikTok followers and over 70k on Instagram, Isabella and her small team of four have turned their loyal following into a customer base. The brand is known for mixing their trademark slinky styles with structured touches–think your dream office wardrobe that will also take you to the club. With silhouettes inspired by the cinched waists of the ‘60s and simplicity of the ‘90s the magic behind each collection (which sell out in hours btw) is in the versatility of each individual piece.

4. Fenity Fashion

Usually I’m suss about the ads Instagram serves me, but Fenity Fashion’s collection hooked me in straight away when I saw it on my feed. The Albanian-based fashion brand’s designs focus on super-femme silhouettes and neutral colour palette. I bought one of their first designs and love the scoop boat neck, it’s super flattering and the top to bottom zip hugs my waist perfectly. The best thing about this piece is it feels different to anything else I have in my wardrobe, having a scroll of their latest drop, the brown Carolyn top is next on my shopping list.

5. Clòimh

You might know Hollie Mercedes as the Amsterdam-based, Fjords-wandering influencer whose Scandi-esque style is unmatched online. But, for those keeping up with the Scottish creator you will have seen she’s recently launched her own range of knitwear under the brand Clòimh. And, just like the influencers' fashion, we’re obsessed. Clòimh seems to have hit a balance between timeless (something we rely on our knitwear for) and chronically on trend (the skinny scarf drop has to be a personal fave). It’s hard to not love a small, independent brand that does one thing *really* well and with the comments sections already full of love and a sold-out website, I think this is definitely one to keep on your radar for 2025.

6. Her Rayn

Of all the street style trends to trickle down from the catwalks in recent years, one that excites me more than any other: the return of the graphic tee. This is why slow-fashion brand Her Rayn are on this list. With nostalgia at the heart of their brand ethos their designs are heavily graphics-focused, but in the most fun way. Their imagery-based pieces wouldn’t look out of place at a ‘90s rave or in a 2000s romcom and feel super new and exciting. If you’re looking for unique pieces that have a bit of personality to them, they’re definitely one to follow.

7. Fruity Booty

There’s nothing quite like putting on a sustainably-sourced pair of knickers from a female-founded brand with an aesthetically pleasing Insta feed to start your day off. Right? To be honest, I’d be surprised if you hadn’t seen the underwear brand Fruity Booty on your feed over the last few years. In social terms, they’ve blown up. From getting @fkatwigs in their smalls, to their social-savvy marketing strategy, not to mention their underwear being *so* comfy (and cute). If you’re not already onto them, this is your sign to go browse—your bum can thank me later.

8. Glassworks London

I’ve been lusting after the same Glassworks London jacket for months now. I’m yet to pull the trigger but needless to say, the small London-based independent fashion brand has been living in my brain rent-free. The brand has a small store in Dalston, East London and if you want the exclusive on their weekly drops, I would 100% recommend giving it a visit. There is always a new gem to find, and their popular social vids–where they ask passers-by for comments on their latest designs–give you a feel for just how well-loved this cult brand is becoming.

9. Susmie’s

One of the reasons I love shopping small is because smaller brands have a special way of hitting the mood just right. That’s exactly how I felt when I discovered Susmie’s. Have you ever stumbled upon a tiny and unique boutique on holiday, filled with all your favourite trends? When this happens to me I'm usually thrown into a sort of shopping panic, spurred on by the idea I'll never visit this one shop ever again, and must therefore, buy everything. Susmie’s, with their fun IG feed and love for lifestyle have mastered this boutique feel (and thankfully, they have a website). A mix of gorgeous leather, boho-inspired jewels and playful knits make their accessories range one I turn to again and again for inspo.

10. Peachy Den

We were all there this winter when collectively we decided Peachy Den’s Sex and the City meets Devil Wears Prada campaign featuring Olivia Neil was the coolest thing we’d seen a small brand do in a while right? Peachy Den’s feminine-centric designs have been winning over cool girls since the brand was founded by Isabella Weatherby in 2019. From Dua Lipa and Raye to Olivia Dean and internet favourite Amelia Dimoldenberg, the list of stars gravitating towards this sporty meets feminine style looks set to grow in 2025 and with exciting new drops teased for spring, we can’t wait to see what the peachy community have in store for us next.

11. Knot Nice

I first came across the Instagram-first brand Knot Nice back in 2018, when the brand was just making bespoke crochet bags. Now, with over 8,000 followers the small accessories brand has garnered a loyal following, with creators flocking to the handmade seller for unique knitted and crocheted designs. I have one of their first designs and every year when summer comes around, it becomes a staple accessory for me. With a few pop-ups surfacing late last year I hope to see more of the brand in 2025, and, if your interest has been piqued—make sure to check them out and slide into their DMs for your own knot nice piece.

12. Sister Jane

If your new year’s resolution was to wear more outfits that bring you joy, London-based label Sister Jane is one to bookmark. The frills, embellishments and textures on their pieces are so fun and with a largely details-led range, I return for a scroll of their site whenever an event pops up in my calendar. Despite their designs feeling rather-ornate, it’s also just as fun to dress them down, styling their puffball dresses over wide-leg jeans or layering their collared shirts with chunky knits. My top tips for shopping with Sister Jane would be to also check out the styles in their men’s range, because the shirting here is so good. And, if you have an afternoon free, definitely check out their West London townhouse where you can play dress up and stop off for a coffee at their bespoke cafe.