At Who What Wear UK, our editors are clearly just as obsessed with Zara as our readers are. Although sometimes we don't want to own the exact same items as our friends and co-workers. While you might consider yourself a British high-street expert (and can differentiate Warehouse from River Island any day), there are a number of lesser-known brands with similar price points that perhaps you haven't have heard of yet.
Uterqüe has long been our favourite online destination for pieces you won't see everyone else wearing, and our editors wish they could keep Scandinavian brand Weekday and Singaporean accessories label Charles & Keith a secret. Last year also saw the launch of another affordable brand, Kitri, which creates expensive-looking tailoring and shirts. So if you need a change from Zara, consider this your essential payday shopping list. Scroll below to shop our edit of the four best high-street labels you might not have heard of yet.
It’s no secret that TikTok is a goldmine of life advice. From helping you build a capsule wardrobe to teaching you some unconventional (but effective) skincare hacks, the app is the gift that keeps on giving. But arguably, one of the best sides of