6 emerging fashion brands you haven’t heard of yet

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Lauren Caruso is an In The Know shopping contributor. Follow her on Instagram and Twitter for more.

In decades past, you’d discover a new clothing brand by happening upon one of its pieces in a department store or walking past its storefront in the mall. These days, you discover the best new emerging fashion brands by scrolling Instagram, TikTok or this very site — quite possibly making your first purchase within minutes of finding it. That’s how previously little-known brands and retailers like Mejuri, The Frankie Shop and even Scandi-mainstay Ganni found fast fame, and this new class of emerging brands is still largely under wraps.

Second only to finding something you already wanted to buy at a steep discount, the best sartorial feeling in the world is finding an exciting new brand that’s yet to hit its peak. Sure, you could keep it to yourself, but where’s the fun in that? Ahead, find six exciting fashion brands with a new point of view that should be on your radar.

Samsøe Samsøe

I discovered the Nordic brand Samsøe Samsøe during Copenhagen Fashion Week, where I was first attracted to its sharp, minimalist silhouettes; its high quality and reimagined basics keep me coming back season after season. I particularly love the brand’s take on knitwear, which leans less traditionally feminine and more gender-fluid. Even though the brand doesn’t ship directly to the US yet, previous seasons are available on sites like Nordstrom and Yoox. 

Samsøe Samsøe Everly Polo, $70 (Orig. $140)

Credit: Nordstrom

Samsøe Samsøe Erika Vest, $159.97 (Orig. $320)

Credit: Nordstrom

Samsøe Samsøe Averie Croc Embossed Faux Leather Vest, $69.97 (Orig. $180)

Credit: Nordstrom

Studio Sunday

Finding the perfect white tank when you’re petite looks a lot like shopping in the little boys’ section — but not anymore. Los Angeles-based brand Studio Sunday launched its line of effortless basics in July 2021, and they fit (and feel) like a dream.

Studio Sunday Ribbed Cropped Tank, $49

Credit: Studio Sunday

Studio Sunday Organic Fleece Wide Leg Pant, $108

Credit: Studio Sunday

Studio Sunday Organic Fleece Cropped Sweatshirt, $98

Credit: Studio Sunday


Designed in NYC and produced in Nashik, India, using fair-trade practices, Behno’s functional, trend-forward handbags are bound to make the brand a household name.

Behno Ana Mini Convertible Pebble Ruched Apricot, $200

Credit: Behno

Behno Lex Mini Accordion Metallic Green, $395

Credit: Behno

Behno Ina Mini Crossbody Pebble Black, $390

Credit: Behno


Subsurface seems like a brand that celebs like Rihanna and Bella Hadid would be all over — if only they knew about it. The undeniably sexy label makes beautiful separates underscored by their quality: Each piece is produced in small, limited-run batches, and size inclusivity is in the brand’s DNA.

Subsurface Hostess Pant, $205

Credit: Subsurface

Subsurface Death of Cleopatra Pant, $395

Credit: Subsurface

Subsurface Silk Ribbon Top, $220

Credit: Subsurface


A lot of brands promise to reimagine separates — but Korean-American designer Hannah Park nails it with OORI OTT, a loungewear brand that’s produced sustainably in Los Angeles. Each piece feels both special and wearable, which is the mark of something great.

OORI OTT Champion Shorts, $243

Credit: OORI OTT

OORI OTT GI Bodysuit – Black + White, $195

Credit: OORI OTT

OORI OTT Mi-Hi Top, $190

Credit: OORI OTT


If you’re even casually active on Instagram or TikTok, you’ve certainly seen VEHLA’s on-trend, ’70s-inspired sunglasses come across your feed. Founder Georgia Williams launched the brand with her husband in 2019, and within three short years, it’s become a favorite of celebs like Bella Hadid, Kendall Jenner and Emily Ratajkowski. 

VEHLA Felix – Black/Choc, $160

Credit: VEHLA

VEHLA Dixie – Tort/Sage, $160

Credit: VEHLA

VEHLA Felix – Taupe/Smoke, $160

Credit: VEHLA

If you enjoyed this story, check out 2022’s hottest trends that are worth buying — STAT!

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