Buying British: Why Savvy London Shoppers Should Focus on These U.K. Brands

As any savvy shopper knows, the United Kingdom abandoned the tradition of refunding VAT tax to foreign travelers in 2021. The consequence is that buying an American or European brand in the U.K. now includes the import duty and VAT, which you cannot recoup, so purchases of non-British products cost more than they would if you bought them in the U.S. or Europe. For that reason, I now focus on British brands when shopping in London. The good news is that there are a crop of labels—new and old—that you don't easily find outside of the U.K., and many of them are in charming neighborhoods like Mayfair, Chelsea and Notting Hill. You can use our MyTrips functionality to create your map and spot the clusters or download our Indagare app to discover what's nearby when you are on the ground.

Many of my favorite British fashion brands are smaller independent labels launched or run by women. We have previously highlighted the female tailor, Daisy Knatchbull, who has changed her brand from The Deck to Knatchbull Savile Row. (Read our insider interview with Daisy.) But I also love the Savile Row-inspired classics from fashion and interior designer Alex Eagle. Her headquarters/boutique is in a loft-like shop in Soho, which showcases her modern cool girl design aesthetic. In addition to featuring some of her furniture designs and housewares brands she loves, the space displays her gorgeous collection of trousers and jackets, which can be paired with her crisp tailored shirts, lace camisoles and luscious cashmere sweaters. I love how she manages to blend a formal silhouette with flirty touches like the slits on some of her trousers or the pairing of lace camisoles under button downs. (Read our insider interview with Alex here.)

On this most recent London foray, I also discovered Really Wild, which is a “Country Life” style brand that was resurrected by Nadja Swarovski of the Swarovski Crystal family. She has brought her cosmopolitan flair to the tweed-based collection; the result: stylish country walking jackets and cozy jumpers for long strolls in the woods. Not far from her shop in Sloane Square is another brand that channels a distinctly British sensibility, but this one celebrates proper ladylike style. Emilia Wickstead, a New Zealander who launched her fashion brand in London in 2008, has dressed the Princess of Wales and Samantha Cameron in her elegant floral dresses that would be perfect for Ascot. She also has a lovely bridal collection and housewares on the lower level of her shop on Sloane Street. Just across the way is Temperley, which offers an edgier, sexier sensibility for those who want a sophisticated, flirty, bohemian look for day or evening.

Two others in the same neighborhood are Louise Kennedy and Anya Hindmarch, famed for her whimsical, collectible bags and accessories.

Here are other favorite British brands to check out when in London:

Brora

Founded in Scotland in 1993, Brora has an exquisite cashmere collection of ethically sourced, traditional Scottish designs and a rich color palette.

Rejina Pyo

Fashion-forward shoppers should look out for this pioneering brand from Korean-born, London-based designer Rejina Pyo. Her Soho shop showcases sculptural silhouettes and unexpected color pairings.

Soler London

Barcelona-born designer Alex Al-Bader runs this Notting Hill atelier, where made-to-order dresses are handcrafted in organic cottons and sand-washed silks, combining luxury with comfort. Many pieces feature hand-painted prints by her sister, the artist Monica Subide, making each one close to a limited edition.

ME+EM

Founded in 2009 by Clare Hornby, ME+EM has built a loyal following—the Princess of Wales among them—with versatile, flattering and not overly expensive separates designed to mix and layer season after season.

RIXO

Best friends Henrietta Rix and Orlagh McCloskey launched RIXO from their London flat in 2015 with a shared love of vintage. The result is a collection of bold, hand-painted prints on flattering silk dresses and other occasion-worthy pieces, usually at an affordable price point.

Lock & Co. Hatters

London’s oldest hat shop, founded in 1676 on St James’s Street, is still run by the same family. Nelson, Churchill and Oscar Wilde all bought their hats here. The shop itself—a Grade II-listed treasure—is as much of a draw as the panamas and fedoras inside.

JW Anderson

For menswear and accessories, Jonathan Anderson’s new shop on Pimlico Road is a great spot for items that walk the line between avant-garde and practical. His sculptural bags and knitwear have a cult following.

Sunspel

Sunspel has been making some of England’s finest T-shirts, polo shirts and underwear since 1860. Pieces are uncomplicated, versatile and meticulously crafted of the highest quality.

Bennett Winch

Bennett Winch epitomizes finesse in men's accessories, with an emphasis on functionality and aesthetic. Its weekender bags, briefcases and holdalls are built to last a lifetime.

Holland & Holland

Holland & Holland, founded in 1835, puts forth distinctive outdoor attire, crafted to perfection for over a century.