8 Hidden European Fashion Brands Americans Need to Know About

Even fashion editors at Who What Wear sometimes find themselves stuck shopping from the same bookmarked websites, unsure of where else to explore. While sticking to trusted brands is perfectly fine, there’s a certain joy in expanding your horizons. Independent, smaller labels offer a chance to infuse unique, standout pieces into your wardrobe. Venturing beyond mainstream brands like Zara reduces the odds of showing up in identical outfits to others.

Below is a curated list of eight European fashion brands yet to be widely discovered in the U.S., ranging from affordable options to luxury creators making waves in the fashion world. From an Amsterdam-based minimalist label to Athenian jewelry rooted in modern interpretations of tradition, these brands offer something special. Whether you’re after a unique cardigan or a one-of-a-kind evening ensemble, let these European designers inspire your next wardrobe upgrade.

1. Róhe

An Amsterdam-based label launched in 2021, Róhe is beloved for its tailoring and timeless basics. Influenced by minimalist icons like The Row and Toteme, it’s a favorite among style-savvy influencers.

2. With Nothing Underneath

Founded by former Tatler journalist Pip Durell, this London-based brand specializes in high-quality cotton Oxford shirts. Meghan Markle’s endorsement catapulted it to fame.

3. Talia Byre

Known for deconstructing wardrobe staples, Talia Byre uses deadstock fabrics sourced from English mills to create distinctive designs like rugby shirts and bomber jackets.

4. ME+EM

This British high-street brand excels in timeless, well-crafted pieces. Popular among UK elites, its clean aesthetic and quality have drawn attention across the Atlantic.

5. Liberowe

Liberowe specializes in tailored pieces inspired by traditional Indian menswear. It’s the go-to for unique suiting, including wedding-worthy designs.

6. Peachy Den

Loved by celebrities like Dua Lipa, this London-based label combines affordability with exclusivity. Its pieces, wear-tested on diverse body types, exude “It-girl” vibes.

7. &Daughter

This UK-based knitwear brand emphasizes craftsmanship and natural yarns, producing heirloom-quality pieces. Its designs are both timeless and functional.

8. YSSO

Hailing from Athens, this contemporary jewelry brand blends ancient Greek influences with modern design. Adele and Hailey Bieber are fans of its sculptural, gold jewelry.

Explore these brands to elevate your style with unique European flair!