12 Underground Labels That’ll Have People Asking, “Where’s That From?”

What began as a casual “look this brand up later” entry in my Notes app quickly turned into something far more serious. A jacket spotted at a Brick Lane pop-up. A Pinterest find at 2:14 AM. A boutique in Lisbon with no Instagram presence but racks full of gold. Now? I’m 100+ brands deep, fully obsessed, in the kind of fashion that feels more found than bought.

These are brands that bring genuine, authentic style, the kind you (hopefully) won’t find anywhere else (unless the big bad brands get their hands on them). Clothes that carry a real story, the kind you end up retelling to friends, strangers, or girls in the club bathroom (where, let’s be honest, the realest compliments live).

“Omg, your bag, I’m obsessed. Where’s it from?”

I live for that question.

So here are the first 12 Underground Labels straight from my Notes app that changed everything. Designers that will absolutely become your next obsession, so read with caution.

P.S. Most of them live on the FASSION app (yes, I got you). For the outliers, I’ve left you the trail. Read on. Fall in love. Don’t say I didn’t warn you.

1. Arodazi (UK) @fassion

As someone who loves an effortlessly put-together look, Arodazi's signature silhouettes stole my heart. They focus on movement with style, what more could a girl want? Think baggy trousers, shorts, and matching jackets. Plus, everything is produced in Rajasthan in limited batches using upcycled fabrics and zero-waste practices. A brand that truly gets it right and ticks every box for me!

2. Amelia Designs (NYC via Brisbane)

From Brisbane to the Big Apple, Amelia has mastered the art of the New York City girl look while maintaining a quintessential Australian twist. Think clean lines, perfectly considered cuts, and silhouettes that flatter. From zip-detailed shirting to tailored trousers, every piece feels intentional. And a special shout-out to the Phia Skort in Onyx, easily one of my all-time favourite pieces.

3. Kitschen (UK) @fassion

This is easily one of my favourite brands. I absolutely love the concept - merging a British classic like the Full English with staple jewellery is honestly genius. Think gold-plated toast pendants, tomato rings, and fried-egg studs. It’s definitely one to add to your collection. I mean, food and jewellery? Seems like a no-brainer to me.

4. Elijah Bags (UK) @fassion

Turning something as everyday as a can tab into a collection of three uniquely stunning bags? That’s creativity at its finest. And the way Elijah pulls it off? Next level. I first saw this bag online, and now I’m spotting it all over London and at festivals. Safe to say, this is a brand to watch. They’re versatile pieces that work for pretty much any occasion and I mean, isn’t that the whole point?

5. Porto (NYC-founded, Tuscany-made)

If your life were a film, this would be your bag. Porto’s sculptural leather pouches made from pillowy-soft nappa and lined in organic cotton, are quiet, practical, and stunning. A masterclass in soft minimalism. I believe the bags truly speak for themselves so I’ll leave it at that.

6. Ruby Loot (UK) @fassion

The baby tee game is competitive, but Ruby Loot is absolutely killing it. Her cult slogans ‘Too Old for DiCaprio, Do It for the Plot’ are printed on heavyweight tees with the perfect mix of stretch and structure. They’re comfy, bold, and an easy yes from me. Her collaborations? Just as iconic as the slogans. It’s more than just a brand, it’s a community, for the girls, by the girls.

7. TheGather (UK) @fassion

One of my absolute favourite knits. It’s the one I always find myself reaching for, whatever the weather. Throw on a pair of jeans and a GATHER cardigan, and you instantly feel put-together. Oh, and did I mention they’re the comfiest things ever? The art of knitwear, slowed down. It’s comfort with intention and a reminder that the best pieces aren’t just seasonal.

8. The New Archive (UK)

Wide-leg denim that hangs just right. Reworked trenches. Structured baby tees. Archive energy without the dust. The original denim set? Clean, classic, quietly perfect. It’s the kind of brand you recommend once and let the pieces do the talking. Let’s just say, I’ve never had a complaint after putting the girls onto this one.

9. Saint & Jean (UK) @fassion

I discovered this brand at the FASSION pop-up and instantly fell for their necklaces. I ended up taking one home (ANGEL FACED Layering Set), and it’s quickly become a favourite. I’ve always hated when heavy charms slide off-centre, but the clever counterweight at the back keeps everything perfectly balanced and adds to the look. Genius.

10. Alchemy London (UK) @fassion

A brand that actually gets women’s suiting right. With tailoring that brings a modern twist, they effortlessly merge femininity into what was once a classic, sometimes even boring silhouette. Think saffron corduroy suiting, linen waistcoats with D-ring straps, and navy velvet cut to perfection.

11. Molly O’Halloran Knitwear (UK)

Mohair, made to order. I’ve followed this brand for a few years now, and I can honestly say there hasn’t been a knit I haven’t absolutely loved. Special mention to their recent polka dot collection, it wasn’t something I knew I needed until I saw it. Nothing off the rack, nothing rushed. And if you know mohair, you know you’re in for a seriously comfy day!

12. Into Gaia (London & Bali)

Handmade for the female gaze, romantic, hand-stitched, and steeped in intention. Into Gaia’s flowing dresses, embroidered tailoring, and nostalgia-laced prints are drawn in London, made in Bali, and designed to be passed down. Feminine storytelling told in thread. A brand you have to see to believe this is creativity driven by true passion.