11 Cool Brands That Silently Whisper "If You Know, You Know"
Nicole Akhtarzad Eshaghpour
Thu, 16 Mar 2023
Who What Wear
IYKYK. If you're here just to find out what that even means, it's internet lingo for "if you know, you know," and actually, it's one of my favorite little phrases. It can be applied to anything—from the best items to order on a restaurant menu to cool vacation spots to fashion brands, the topic of today's feature story. So let's get into it.
The below labels are the types whose pieces may go unrecognized by the average bystander, but a trained eye can spot them, know exactly where they came from, and respect the selection. Not known for flashy logos or overly identifiable items, these designers have perfected the basics we all rely on, making them exciting to wear as opposed to simply essential. And while there are higher-end brands on this list such as The Row and Khaite, this It factor transcends price, so expect a handful of affordable options too. Ready to get started? Simply keep scrolling to read about 11 brands that celebrities, fashion insiders, and in-the-know buyers love and shop them along the way.
Looking for celeb-approved basics that have been perfected by one of the chicest women in fashion? (Hello, Christine Centenera.) Look no further than Wardrobe.NYC.
My full thoughts on Khaite are here, but basically, it's one of those brands that people stop you on the street about because either they're wondering where you got an item or want to bond over the fact that they know about it too.
One of our favorite affordable brands across the entire WWW team right now has to be Lioness. It's making exactly what everyone wants to wear, and it's accessible no matter your budget.
A personal favorite, Toteme is the brand I turn to for everything from outerwear to resortwear and all that's in between.
Buy anything from this brand and prepare to constantly be saying, "Thanks, it's The Frankie Shop."
For essential items with a twist, Coperni is your brand. It's a label loved by editors and celebrities alike for good reason.
In the oldie-but-goodie category, I couldn't write up cool brands and not give a shout-out to Reformation. Whether it's trendy items such as cargo skirts or the best linen pieces, when it comes to Ref, the girls that get it get it.
Another brand on everyone's lips (and Instagram feeds) right now is none other than Christopher Esber. Whether you're in the market for a going-out tank or a wedding guest dress, the Aussie label will guarantee you turn up as the best dressed person anywhere.
If you're not already familiar with Paris Georgia, prepare to have your life changed. The brand's silhouettes and necklines are unparalleled, and you'll wear (and rewear) its pieces for years to come.
I can't tell you how many times I've clicked on the Tags icon on Instagram to find out what brand a piece is, only to see it's from The Line by K. I love that its pieces are cool and forward, but low-key and comfortable too.
I once saw a clip of someone likening The Row to Fight Club, and I have yet to hear a more accurate comparison since.
