Hidden Gems from Hidden Brands
Fun finds from around the world!
Ok, maybe they’re not “hidden” brands in the literal sense. I’m sure many of you have heard of these brands and own some great pieces from them. But I love supporting indie designers, especially as the business climate gets increasingly challenging for them. It’s important we champion fresh talents! Otherwise, we run the risk of a very homogenous fashion landscape which let’s be honest- we’re already starting to see & feel to an extent.
To that end, I wanted to share some versatile and relatively affordable pieces I’ve purchased from some lesser-known brands as of late, along with some other indie brands I have my eye on. So join me for a trip around the world featuring some fun finds!
Stylein
I am not sure how I stumbled upon this Swedish fashion brand, but I’m so glad I did! Stylein was founded in 2001 by designer Elin Alemdar, so they are by no means a new brand - but, new to me. Their pieces are the epitome of Scandinavian minimalism, but at a fraction of the price of Toteme.
I own a few Stylein pieces, namely sweaters I bought last winter. This skirt is a more recent purchase. I adore the dramatic shape meets casual cotton + nylon fabrication. My colleague likened the silhouette to vintage Dior the other day - gasp! It’s sadly sold out as it was on sale, but sign up for the restock notifications bc that’s how I scored mine! It also comes in a chic putty color.
Sizing: Size down in most pieces. Similar to Toteme, it runs a bit oversized. The above skirt is a medium but a small would’ve been a slightly better fit.
Some other Stylein pieces (all on sale) that I adore:
Sessei
I have been on a quest for the perfect poplin pant all summer. My endless number of searches led me to Sessei: a contemporary Parisian fashion house founded by Meryl Chiche, which approaches womenswear with a made-to-measure menswear lean. I think the brand started off primarily with the most perfect button down shirts, which are made in Portugal by the best tailors with insanely high-quality European fabrics. They have since branched out into other pieces…such as poplin pants!
This was a case of biting HARD into the cookie theory, and just buying the pants instead of trying 12 other versions that I knew just wouldn’t scratch the itch. (I think I even convinced some of you via various Substack chats to bite the bullet, too!) The pants aren’t very expensive especially considering the quality (€125), but of course given shipping + return costs from/to France, I was reticent. I’m so glad I pulled the trigger because they’re phenom. Since I was at it, I figured I’d also buy their white button-down shirt (I’m a big believer in a brand’s hero product- it’s a hero for a reason!) and can confidently say I will never, ever need another white button down shirt for as long as I live. The crispness is so good, the fabric is perfection and the fit is chef’s kiss.
Sizing: TTS, but size up or down for different effects. I am a US 6/8 and I got the pants in a M and the shirt in a 38, as I wanted a more tailored fit.
Other Sessei pieces to consider:
Roucha
We’re leaving France and headed to Berlin, where Roucha is based. I think I found this brand thru IG targeting, so yay for the algo. Roucha is very interesting for a variety of reasons. One, founder Jill Wenger has a ton of super niche, eclectic fashion experience. She founded retailer Totokaelo and was the first to bring CDG, Margiela, Issey Miyake and Dries Van Noten to the PNW. Talk about an eye! Her brand stands out because of her approach to sizing. It’s entirely its own system and not just via different numbering a la Zimmermann’s 1, 2, 3 etc. She’s created a unique sizing formula that takes both height and traditional body size into account. You can read more about it here, but suffice it to say it was really confusing at first. I had to take a minute to measure and understand where I landed, which is a BB. As a shorty (5’3” and change), I really appreciate when a brand goes out of its way to create sizes that work for shorter people. Another indie brand doing an amazing job with this is Nellie Atelier; although I have yet to try her jeans, they’re on my list!
I was initially attracted to Roucha about a year ago when all things barrel leg/horseshoe/tapered pants were starting to come into ubiquity and I wanted to experiment with the shape. Little did I know I would be buying some of the most comfortable and versatile pants ever. I would describe the brand as elevated basics with a twist….almost like Nili Lotan meets Tibi? Last winter during one of their sales I also bought a gorgeous robe-ish coat, aptly called the Olsen Coat, in a fab dark teal color. Can’t wait for the temps to drop so I can wear again!
Sizing: Stick to her system- it works.
Other Roucha pieces I love:
Ruti
We are back in America, and in my home state of California. Ruti was founded in 2009 and based in the Bay Area by former tech executive, Ruti Zisser. I love her “three rules for design:” 1. It must be cool, 2. It must be flattering and 3. It must be practical. Like duh?! Who doesn’t want these things in their wardrobe! I first stumbled upon the brand also via IG, and bought a pair of the On The Loose Work Pants, which are the most elevated take on “athleisure” pants ever. They are made of soft workout pant material, but the cropped barrel leg makes them uber-chic and able to transition from errands to office. In fact, they have replaced my much-loved leggings when I travel for a polished yet comfortable look.
The brand recently reached out and generously offered for me to try a few more pieces, and as I was already such a fan, I couldn’t resist! I snatched up their Non-Iron Refine Oversized Tunic and their Wide-Ish Pant, which is very similar to the On The Loose pants, but its zipper and button closure makes it slightly more elevated for work. Honestly guys, the quality and wearability of this collection is stellar, and I love how versatile each piece is. The Non-Iron Tunic truly does not wrinkle- such a great piece that will look just as fresh at 4pm as it does at 8am!
Sizing: They have a hybrid sizing system, whereby some of their pieces are the usual XS-XL (which claims to cover a US size 4-18), but in some items they go numeric. Also! They have a robust petite offering, which for a shorty like me, is much appreciated. Use code SOGOLE15 for 15% off your purchase!
Other Ruti pieces I have my eyes on:
Interior
I don’t know how “indie” this NYC-based brand really is considering they are stocked at all the major retailers, but they are still quiet enough that I think worth discussing. A true influencer favorite, I think I first discovered Interior via
although it was pre-Bruno sweater craze. (Still love that sweater but cannot get over the price). In any case, Interior is a women's ready-to-wear collection established in 2020, which (according to their site) “builds upon a vernacular of idiosyncratic sportswear to propose subversive ways of getting dressed, while its enduring exploration of Americana shapes each season.” It’s a bit cerebral for me, but what it translates to are well-made clothes that lean slightly into the sexy side of things.
This brand is the priciest of the bunch, and certainly sits at the designer price point level. I only own two of their pieces, both of which I purchased on insanely deep markdown. As the fashion crowd (myself included), is generally obsessed with all things Khaite and The Row, Interior is a similar-ish brand that I think has the potential to grow that same cult-like following. They have a knack for making clothes that while not overtly sexy, make you feel sexy when you put them on - a rare feat! Some of their silhouettes are truly too avant-garde for me / not realistic for my lifestyle, but I appreciate their design integrity.
Some other Interior pieces I love:
There are a few more ‘hidden’ brands I’ve either recently acquired or have my eye on below. Curious if you’ve ever tried any of these? If so, please share feedback in the comments!
mentioned this brand a few weeks ago in one of her brilliant newsletters, and I’ve also had my eye on them for over a year now. They’re a women's ready-to-wear and accessories brand created in 2016 in Paris by Géraldine Guyot and Laetitia Lumbroso. I finally bit the bullet during the Net sale and purchased the below blouse/jacket, which I’m pleased to report is SUPER CUTE. It’s well made, has a ton of personality and I can see myself wearing it year round. The brand seems to err on the more ‘formal’ side of fashion, with structured satin pants, jackets and skirts, but I think when styled down, it can add that extra oomph to an otherwise more relaxed ‘fit. I love the menswear vibes of this skirt, maybe paired with this jacket/top, topped off with this cutie hat!
I’ve seen multiple creators tout this Finnish brand, founded in 2020 by Alexa Dagmar and Linda Juhola. They’re very much a luxury knitwear brand, which extends beyond sweaters to dresses, coats, and pants. I’m infatuated with this dress and have been since last winter, and I also adore this crewneck, which is giving The Row Ophelia vibes for a fraction.
Speaking of Dagmar…I first took note of this Swedish fashion brand sometime last Fall when an influencer on TikTok posted this absolute to-die-for blazer that still haunts my dreams. The brand was founded in 2005 by three sisters who decided to start a collection that honored their late grandmother; Dagmar. So it’s by no means a ‘new’ brand, but again, new to me! They recently hosted a pretty great sale, and I scored this gorgeous organza sheer skirt (below). I love their clean tailoring - this skirt is STUNNING and I love the structure of this top/minidress.
Another influencer-driven find, Marcela London is on my radar. Also founded by sisters (loving all the female founders!), they’re an online multi-brand concept studio, which features pieces from niche international designers as well as their own label. Sorta like a Frankie Shop concept. The piece that I’ve seen the most on social media is this gorgeous jacket with scarf built in, but I’m obsessed with these pants in black and cream (hi The Row Cady Gala) and this elegant dress. The prices are not bad at all, but it appears they’re not the most size inclusive, which is a bummer. Maybe as they grow, they can secure the proper funding to change that.
Mentioned briefly above, TWP was founded in 2021 by Trish Wescoat Pound. Her specialty, IMO, is the most well-tailored shirts, but her entire collection seems very wearable. I own four of said shirts and can confirm they’re truly outstanding in both fit & feel. I have my eye on her pants next; these look divine, and how soft & comfy do these jeans look? Her collection is definitely on the pricier side but hot tip: check out Saks Off Fifth for some really good deals!
Do you have a hidden brand that you love that I missed? Share in the comments please! I love discovery and think that’s one of the most fun things about fashion, so hopefully you found a few new gems, too!
Thank you so much for reading and for being here! See you next week xx
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So excited to see a rave review of Sessei as I’ve been eyeing those poplin pants!!!
So many great brands in here! Love this.