Picture credits (left to right):@mollyohalloranknitwear, @lois1xblue
The almost explosive rise of the TikTok fashion scene has seen small businesses catapulted into the forefront more than ever before. As the likes of Depop, sustainable fashion brands and independent businesses take the spotlight, more and more people are abandoning their baskets at mainstream fast fashion brands. Even the celebrity-sphere is catching on - I mean, we all saw Kendall Jenner sporting what quickly became the cult “dress of the summer” aka East London label House of Sunny’s Hockney Dress (which is now several re-releases deep, by the way). The now-famed green woven maxi became an internet sensation and is arguably the face of the label, undergoing several makeovers including 3 fresh colourways.
Never before has sustainability and shopping small been so popular - a trend that I, for one, am more than happy to get on board with and hope sticks around for good. From re-worked deadstock to screen printing, vintage finds to second-hand gems, the fashion landscape is changing.
These game-changing brands have sustainability and zero-waste practices at their core, with many releasing in limited quantities or utilising vintage deadstock fabric - making it all the more special when you manage to snag a coveted piece for your rack.
Here are 10 independent brands that are worth opening your wallet for.
1. Molly O’Halloran Knitwear
Gaining traction on Depop, Molly O’Halloran Knitwear is the must-have for handmade knitted pieces. Popping with colour and ranging from reversible dresses to tops, the collections are handmade and dyed in London - made to order with zero-waste. The silhouettes of her jumpers in particular are an immediate standout!
Founded by Hattie Tennant and Minna Bunting, London-based Fruity Booty has earned cult status amongst fashion (and more specifically lingerie) buffs. A huge proportion of their collection is made using surplus material that would have otherwise gone to waste, curating slow-fashion focused garments that last. Also, there's no way I couldn't mention how dreamy their designs are - just look at that corset!
Born on Depop, Isabella Vrana has expanded into a mini-empire boasting a mixture of original designs and handpicked '90s and early '00s pieces with sustainability and eco-consciousness at the forefront. Each drop is super limited so you know you're getting a highly sought after, coveted piece you can sport knowing it was manufactured ethically. These designs truly give me major y2k chick flick vibes and I'm all here for it.
Launched in February 2020 by London-based designer Lois Saunders, 1XBLUE upcycles old sports memorabilia into form-fitting garments. From mini skirts to bikinis, corsets to beanies, 1XBLUE injects sexy into sports merch. Recently, pieces sporting characters such as Hello Kitty, Betty Boop and The Simpsons have found their way into designs, giving the garments even more of that nostalgic feel everyone is craving for their rack right now. As the label gains traction, Lois has even started to create her own 1XBLUE scarf designs - she's certainly one to watch!
Boasting clients such as Jorja Smith and Jordyn Woods, emerging designer Mia Joseph first launched Myae on Depop in 2019 before quickly becoming one of the platform's top sellers - and it's not hard to see why. Myae has a focus on producing singular pieces donning sharp lines and bold colours, allowing for a more unique and creative experience all while hanging up a one-of-a-kind garment in your wardrobe.
Founded in 2011 by Sunny Williams, East London label House of Sunny is a big player in the slow fashion game - gaining attention like never before a decade on from its launch. Featuring a retro-inspired colour palette and eco-conscious core values, HoS has gained a significant cult following on social media - not to mention the celebrity fanfare (Kendall Jenner wearing the dress, for example). HoS has adopted a pre-order business model meaning it only produces what it needs with limited drops- it has no doubt found itself on the radar of those on the hunt for sustainable fashion options.
Welsh designer Adam Jones creates vests, scarves, hats and bags from upcycled materials - most notably beer towels - all by hand. From animals to pubs, Jones takes the every day and spins it into a unique garment with a wearable silhouette and graphics many simply overlooked in their original form. Sustainability comes naturally to Jones' label - everything is made to order, released in limited quantities and formed from upcycled materials. There's no doubt Jones is worth opening your wallet for!
You might not know this brand by name but if you've ventured onto Pinterest, TikTok or Instagram recently - you'll definitely know its jumpsuits. Founded by Isabella Weatherby, PeachyDen's figure-hugging, velour jumpsuits quickly became the hero piece for the brand and have seen it amass a huge cult following in the fashion corners of the internet. As the '70s inspired label continues to release more sell-out drops, it’s fast becoming a go-to for the new wave of Instagram It-girls.
Created from recycled and organic fabrics, Jakellestudios is certainly one for your watch list. Born after founder, Jade Kellett, watched the documentary The True Cost, which shone a light on the mistreatment of garment workers within the fashion industry, Jakellestudios makes both the workers and the environment a priority. Sporting a Pinterest-worthy neutral palette, sell-out pieces such as the 'The "Santa-Fe" Reversible Organic Cotton Top' (pictured above) are propelling the brand to the forefront - and there are no signs of slowing down, either.
Screen printing has become the latest fashion craze and Mae Morris is no doubt one of the biggest players at the forefront of the trend. Made from eco-conscious fabrics all while being ethically produced, Morris' t-shirts feature pops of colour for a real retro feel that are simply to die for. You'll definitely be continuing to see her peices all over your TikTok and Instagram feed.
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