Get acquainted with fashion’s newest kids on the block.
LA-based brand Madhappy hit the ground running in 2017, taking what was just a social media brand and bringing it to life through strategic partnerships and community-driven experiences. The four founders, Joshua Sitt, Noah Raf, Peiman Raf, and Mason Spector, set out to build a streetwear brand grounded in a positive message through a collection of branded t-shirts, hoodies, caps, and sweatpants. Within a year, Madhappy has produced pop-ups in NYC and LA, and collaborated with brands like The Arrivals, SoulCycle, and most notably Colette, which they designed a custom “Au Revoir Colette” hoodie for its closing. Their current pop-up shop, which is open in Aspen, Colorado until January 29th, features their signature Madhappy Wall where customers can answer “What Makes You Madhappy?”, collaboration items, and their bespoke Aspen “Aprés Ski” collection.
Inexclsv wants to be your knitwear paradox: exclusive designs for inclusive prices, complex designs for the carefree consumer. The collection, with four sweater styles, beanies, and wraps, goes one step above the basic knit with high quality yarns, hand-sewn details, and bold colorways that will make you forget about your simple black sweater. And with winter in full swing, there’s no better time to upgrade your knitwear.
After a robber stole their first set of samples, Cherry’s founders discovered their tagline: “Protect Your Cherry.” The LA-based brand only launched a month ago, but has already been seen on Wiz Khalifa and Kaia Gerber. The streetwear line features cherry branded t-shirts, re-worked Dickies, and their signature item, the “T-Hoodie,” a short sleeved t-shirt sewn on top of a hooded sweatshirt.
T-Hoodie in black
Called New York’s best up-and-coming label by the likes of Vogue and W Magazine, Lorod transforms the classic closet archetypes for the modern woman. Co-founders Lauren Rodriguez and Michael Freels draw on western aesthetics to elevate everyday uniform items through unique fabrics, tailoring, and hardwear – think tailored Canadian tuxedos, denim jacket with white stitching, and a pair of jeans with a front-to-back zipper. The duo also just announced a collaboration with Manolo Blahnik to create a line of footwear for their Pre-Fall 2018 collection.
Orseund Iris, pronounced [OAR- sünd – EYE – riss], took the fashion world by storm through its fiercely feminine aesthetic. The NYC-based brand delivers seasonless basics with a flare, known for their infamous knit corset “boob shelf” to tops with exposed bra-cup details.
Emily Ratajkowski in the OI Knit
Since launching in July 2017, Markarian has been the fashion set’s go-to for perfect occasion dress. Founder Ali O’Neil designs with an old school elegance and dedication to craftsmanship, creating etherial works of art for the modern day princess. Named after Markarian galaxies, a grouping of ultraviolet stars found in the Sixties, the Greenwich Village-based brand oozes cool with a mix of otherworldly quirk, featuring gowns with hand embroidered sea creatures, planets, and stars. O’Neil will also be releasing a set of Saturn-inspired handbags next year to really take your look out of this world.
Nicole Saldaña’s line of loafers, clogs, and boots take a page out of the ’90s style book. After eight years as the design director at Opening Ceremony, a key figure in Kenzo’s 2011 relaunch, and then on to launch Tory Burch’s Tory Sport line, Saldaña has mastered designing for the contemporary woman. Funky with the right amount of cute, her namesake collection is inspired by and named after her group of girlfriends in NYC and their personal style. The end result: the most relatable pairs of fur-lined heels and velvet clogs we’ve ever seen.
Already a streetwear favorite, Shadow Hill has built a cult following in just one year. With almost 80,000 Instagram followers, the line of graphic hoodies, sweatpants, and thermal sets has been seen on celebrities from Kourtney Kardashian, to Hailey Baldwin, and Kylie Jenner. Their fourth collection, which dropped two weeks ago, was their largest release to date with new products for kids, undergarments, and sportswear.
Fall Capsule Collection
The fashion industry is no stranger to Eytys, the shoe label that garnered instant success in 2013 with their chunky, white-soled sneakers. Now, the Stockholm-based brand has expanded their shoe offerings with new styles like the Angel, a trail-like boot, that has been seen on the Instagram feeds of It Girls Elsa Hosk and Patricia Manfield. Eytys also just announced their merging into ready-to-wear, launching their first collection of unisex jeans with seven styles that riff on denim styles of the ’70s and ’80s.
Although the Budapest-grown label has been around for over a decade, its aesthetic is now more relevant than ever. Founded by Sandra Sandor, Nanushka is the minimalist’s dream, aimed at creating a new informal form of beauty through easy-to-wear designs and feminine touches. Sandor designs with one ideology, “if a garment is designed to function well, it will be beautiful.” Her latest collection features her everyday take on the puffer jacket, trench coat, and silk tailored suit, all with a French-girl spin: effortless chic with a masculine edge.
You may not know their name, but you’ve definitely seen them. The eyewear brand cultivated a strong celebrity following in 2017 that skyrocketed them to Insta-fame, worn by Rihanna, Selena Gomez, and Kendall Jenner. The UAE-based brand pioneered eyewear trends like matrix-inspired frames to micro oval shapes that are almost always sold out.
Elliette was born out founder Ellen Quade’s need to fill her closet with all the items she wish she had but couldn’t find. Quade set out to create effortless pieces with impact – pieces that you can throw on any day but still make a statement in. Collection One features beautiful embroidery, bold florals, and girly silhouettes, that are sure to be seen all over your Instagram feed come summer.
*This story was originally published for Forbes.com.