8 European Fashion Brands That People in the States Haven't Discovered (Yet)

Even Who What Wear editors can get in a rut when it comes to shopping, checking the same bookmarked websites at a loss for where else to look. While there's certainly no harm in returning to the trusted brands that you know work for you, there's also something to be said for expanding your horizons. Smaller independent brands can be a great way to add something more unique and special to your everyday rotation. You're less likely to arrive at the bar or the office in the same outfit as someone else if you've ventured beyond Zara.

Below, we chart eight European fashion brands that people in the States haven't quite discovered yet, from affordable favorites to the elevated brands that are creating ripples in the luxury space. There's the Amsterdam-based label that fashion editors are hailing as the "next big thing in minimalism," a London-based shirt brand that creates the perfect oxford, and the Athenian jewelry designers putting a modern spin on traditional craftsmanship. Whether you're looking for a new cardigan or a one-of-a-kind evening look, let us introduce you to European fashion brands that are worth your attention. Trust us—these are all worth name-dropping.

Róhe

This stealthy Amsterdam-based label has quietly become an influencer mainstay since it was founded in 2021 by Marieke Meulendijks and Maickel Weyers. It will appeal to those who love The Row and Toteme, as it focuses on tailoring and beautifully constructed basics.

With Nothing Underneath

With Nothing Underneath was founded by London-based fashion journalist Pip Durell, who used to work at Tatler. She noticed a gap in the market for good-quality cotton oxford shirts, and since then, the brand has gotten a lot of influencer and press attention. One moment that really changed the trajectory of the brand was when Meghan Markle wore one of the shirts in a video for the charity Smart Works.

Talia Byre

Launched in 2020, Talia Byre has become one to watch on the London Fashion Week circuit. The Central Saint Martins graduate deconstructs everyday staples, like a striped rugby shirt or a bomber jacket, and works with deadstock fabrics sourced from northern English mills.

Me+Em

British high-street brand ME+EM has gone from strength to strength this year. Not only has it had some big PR moments from dressing UK politicians and the Middletons, but it also has had huge commercial success among British shoppers thanks to its focus on timeless design and quality construction. It already has a presence in the U.S. with two stores in New York City, but we predict it will skyrocket stateside in 2025.

Liberowe

Liberowe has become an insider favorite and was launched in 2021 by Talia Loubaton with the Raja Signature Jacket. It was inspired by traditional menswear jackets in India called sherwani that she saw during her travels in Delhi. Tailoring remains at the heart of the label—one Who What Wear bride wore one of the skirt suits to her wedding last year.

Peachy Den

Peachy Den is an affordable label with a cult following—Dua Lipa, Bella Hadid, and Addison Rae are all fans of its London It-girl aesthetic. It offers something different to the fast-fashion cycle, as production runs are limited and everything is wear-tested on women with different body shapes. You might not know the name Peachy Den, but you've probably unknowingly seen the brand's Kylie Top on your Instagram feed.

&Daughter

The independent knitwear scene in the UK is exploding right now, and one of the most exciting names is &Daughter. The brand is stocked at Net-a-Porter and loved by Jennifer Lawrence and Paul Mescal, and each piece is made using 100% natural yarns spun in the UK and Ireland by five specialist makers. The name was chosen to reiterate that these are pieces you can pass down through generations, using craftsmanship knowledge that dates back hundreds of years. The Ada Cardigan is quite simply the perfect knit.

YSSO

There has been a booming contemporary jewelry scene coming out of Athens recently. YSSO is inspired by ancient mythology and the natural landscapes of Greece, using traditional craftsmanship in its Athenian workshops. Mother-daughter design duo Alexia and Stalo Karides founded the label in 2020, and they already count Adele and Hailey Bieber as fans of the sculptural gold earrings and rope necklaces.