5 independent clothing brands to support in 2021

As Covid-19 has caused high streets to shut, charity shop-pick-ups and secret forays into Marks & Spencer to buy comfy corduroys are on hold.

So it seems a fine time to nudge the consumerists among us towards some clothing brands we’re into. All are more ethical and less evil than the warehouses that provide clothing for Instagram influencers and former Love Island contestants. Plus, the following brands also all have a little something extra about them.

It’s a little something that makes purchasing from them feel nice, like new socks. Let’s get into them.


Who are they?

LATENT GOODS are a South London based brand, making high-quality street and sportswear. Not only are their clothes good, but so are their intentions, with £5 of all orders being donated to a charitable cause. Updated quarterly, Refuge Charity are currently their charity of choice.

Why support them?

In a year where leaving the house is already becoming a rarity, you can quite literally rest easy knowing that Latent’s commitment to good cotton will have you cosy indoors. Latent serve up clean looks that are comfy enough for your living room and cosy enough for a walk around the corner to the shop.

Going about their business in an understated way, the rise in followers of this UK brand is testament to customers who keep returning to latent-goods.com. Among their admirers appears to be the global high-street conglomerate that is H&M, who Latent have had a dig at for using their likeness.


Who are they?

Edinburgh-based Pieute is a Scottish clothing shop and brand with a quite frankly gorgeous commitment to sociopolitical issues. Add to that some good-humoured national pride for their part of the world, and you’ve got a brand that oozes personality and purpose.

Why support them?

As touched on above, Pieute is more than a shop or a brand. Sure, their 70s-looking graphics and timeless pieces are reason enough to put stuff in your basket. But dig a little deeper and you’ll find motives like their Dyslexic Book Club, their presence in their local skate scene and celebration of Scottish tap water.

3. always do what you should do

Who are they?

always do what you should do is wearable nostalgia for anyone of a certain age. If your first exposure to a place called America was via Malcolm in the Middle and Tony Hawks Pro Skater 3 maps, you’ll find yourself on their aesthetically charming website.

Why support them?

They’ve got one of the more original and genuine tones of any brand around. Whether they’re making fun of shoelace belts to try and flog you an upgrade on yours, or chucking more @ symbols into your eyes than you can handle, there’s a clear love for what they’re doing. They get weird as well, in a good way. Like, look at these lanyard thingys that you didn’t know you needed.

4. Joshua Samuels

Who are they?

A serial upcycler and designer. From long-sleeve shirts to one-off jackets, you never quite know what you might get in the next Joshua Samuels drop.

Why support them?

Extremely limited merchandise, is why. Everything is 1 of 1, made with personal touches out of upcycled material. For sustainability alone, what Joshua Samuels is doing is important. Add to that your heightened odds of wearing a sweater vest to the next function and you’ve got a brand that you need to support.

5. Broski

Who are they?

Only Broski. A low-key but respected provider of timeless-looking staples. They’ve collaborated with interesting characters, providing memorable merch for New York rapper Wiki’s OOFIE World Tour.

Why support them?

As alluded to a little above, they know a thing or two about good music. Not only did they knock that Wiki collab out the park with a rugby polo, football scarf and pool-cue chalk holder, having South East London talents like Jadasea and MC Pinty as models underlines their affiliation and affection for underground music. Catch v7 rocking AW20 Broski as well.

Dunno about you lot, but we’d rather line the pockets (and chalk holders) of people who care about music and the culture behind it.

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