By Sara Fabek Zovko
@doublestandardnyc
A look into 8 independent brands under the radar.
As fashion weeks come and go, it's easy to pay attention to the established brands and rising stars creating the runways we watch in awe, and just as easy to forget about hundreds of smaller brands, just starting, that may grace those same runways one day. Here are 8 uncut gems to be on the lookout for as they develop:
A.Roege Hove
As crocheting and knitting take the world by storm, A. Roege Hove revolutionises knitwear. Taking a medium often associated with solely blankets, scarves and jumpers, the brand turns knitwear into sleek, current designs without forfeiting the integrity of knitting as an art form. With colour schemes varying from vivid colour to black, white and grey, A. Roege Hove has something for everyone, and is bound to positively surprise anyone who thinks of knitwear as anything other than art.
Mainless Studio
Mixing classic rock’n’roll looks with elegant silhouettes and exquisite comfort, Mainless creates seamlessly classic pieces. With colour schemes varying from neutrals to bright red and shimmering metallics, the brand shows range, creativity and a willingness to exceed expectations. Among the collection, one can find eye-catching statement pieces as well as timeless leather jackets and classic denim jeans. The epitome of versatility, edge and class, the Russian brand is confidently working its way up in the fashion world.
RUVE
Hailing from France, RUVE is run by a trio of friends hoping to bring positivity into the current world while pursuing the universal endeavour for self-love. Aiming to elevate the bodies of their wearers in a way that makes them feel confident, RUVE creates unique silhouettes and pieces that are fit for casual streetwear as much as a night out. With a focus on supporting differences and pushing the boundaries of societal perception and fashion, their original designs are perfect for any fashion lover.
George Keburia
George Keburia SS23
Creating a perfect balance between classic '60s fashion and futuristic, science fiction-esque silhouettes, Keburia creates the kinds of looks we expected to see in the 2020s at the same time the decade still seemed far away. An ode to both masculine and feminine styles, Keburia bridges a gap between eras while creating pieces that go beyond functionality and embody the artistic escapism the art form of fashion is truly about. Made with a commitment to sustainability in the city of Tbilisi, Georgia, Keburia’s collections continue to dazzle as the brand carries on gaining recognition.
Double Standard NYC
Embracing femininity in a modern and fresh way, Double Standard has everything you need to create an outfit that radiates confidence and embodies style. The brand covers it all, from dresses to separates, and unique shoe and accessory designs. Effortlessly blending clean cuts with original silhouettes and colour blocking, Double Standard creates designs with a contemporary edge without sacrificing soft feminine details.
DeiDei
Soft, current and colourful are three of many words that can describe DeiDei as a brand. Being on the frontlines of sustainability in UK fashion, DeiDei aims to create beautiful pieces that make people feel good while contributing to a healthier, cleaner Earth and fashion industry. The soft yet bright colour choices seen across the brand’s collection are perfect for spring or summer and embody a relaxed, soft beauty in each piece. As the brand expands, it continues to prove that striving for sustainability doesn’t mean sacrificing beautiful, comfortable clothing.
SEEN USERS
Reimagining classic denim and combining it with pieces that elegantly walk the line between casual and preppy, Seen Users creates clothing that radiates confidence and grace. The creative cuts and silhouettes of the pieces are far from the only thing the brand has to offer — Seen Users also provides perfect colour choices and accessories that fully compliment the garments. With sleek, gorgeous purses and progressively chic heels, the brand is one to watch as it expands its collection and brings forth more sleek and stylish outfit options.
52KiKis
In creating 52KiKis Beizi Qu took her love for fashion and her MA in Fashion Journalism and combined it with the urge for creativity and inspiration from a beloved London bakery. The concept of creating a brand new shoe design every week caters to the increasing demand for one-of-a-kind products while encapsulating the changing moods, motions and seasons we all go through as the year progresses, much like the designer herself. Mixing and matching unexpected colours and patterns, Beizi makes contradictions into stunning, original designs, with each shoe holding a piece of her creative drive and personality.
Whilst being vastly different from one another, the brands above have one very important thing in common: a dedication to the future of style and changing it for the better. As they continue to gain traction, keep an eye out for these rising stars in the world of fashion.
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