The Underdog Edit

Fashion, homeware, jewellery and gifts from independent brands fighting to be seen.

These aren't the brands with million-pound marketing budgets or algorithm-gaming strategies. They're the upcyclers transforming waste into wearable art. The family-run boutiques curating with soul, not spreadsheets. The emerging designers creating extraordinary pieces in small batches. The artisans who can't afford the platform fees the big players charge.

This collection features 20 pieces we're genuinely obsessed with—from RoomLondon's considered homeware to one-off upcycled fashion finds. Some are from brands with decades of craft behind them. Others are just starting out. All of them deserve a second ands third browse.