I Know Youre Stylish If Youre Wearing This New British Brand That Rivals COS and Reformation

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At Who What Wear UK, one of our favourite things is discovering an independent label. Of course, I’ll always have time for a great high-street find or a designer piece I’ve been saving up for, but there’s something particularly lovely about finding a smaller brand that you might not have come across otherwise. Especially when it’s female-founded and homegrown, too. Just this week, in fact, a new one landed on my radar and instantly caught my attention: Arteof.

Launched in September 2026 by Harri Rands and Lucy Bevan, the duo formerly behind creative direction at Mint Velvet, Arteof is a new British womenswear brand built around a rather simple idea: our wardrobes should work around our lives, not the other way around. Since launching, the brand has already released two drops, each bringing together elevated athleisure, chic base layers, lovely knitwear and the sort of jackets you’ll find yourself reaching for on repeat. It’s essentially a collection of easy, but genuinely stylish, pieces that make getting dressed that little bit simpler.

ARETOF NEW BRITISH BRAND

(Image credit: Arteof)

And with autumn/winter dressing on my mind (something I’m famously not the biggest fan of), I’m particularly on the lookout for pieces that feel comfortable but still look put-together. So, I’ve had a browse through the latest capsule and picked out the Arteof pieces that I’d genuinely consider adding to my own wardrobe. Scroll on to see my picks.

Shop the Brand:

ArteOf

Wool Blend Polo Collar Jumper

Is this not the most perfect cream knit?

ArteOf

Day One Cotton Long Sleeve Tee

A simple tee you’ll reach for on repeat.

ArteOf

Slow Living Wool Cashmere Jumper

I’ve tried this cashmere jumper and can confirm that it is so gorgeous in real life.

ArteOf

Late Start Textured Knitted Bomber

Wear with jeans or leggings.

ArteOf

Mellow Modal Rest Wide Leg

The perfect set for lounging around in or going to grab coffee.

ArteOf

Every Hour Wool Double Layer Jumper

I have it on good authority that nearly every fashion editor wants this knit.

ArteOf

Black Motion Form Legging

I’m on the hunt for new leggings that are comfy to wear and actually good quality. I think I found them!

ArteOf

Off Duty Waffle Long Sleeve Henley

Wear as is or layer under knitwear.

ArteOf

Low Season Wool Cardigan

I love a cardigan with jeans but also over dresses and with skirts.

ArteOf

Roam Knitted Collar Padded Jacket

ArteOf

Off Hours Pointelle Button Up

I have my eye on this set for Christmas.

ArteOf

Every Hour Lightweight Wool Henley

Henley tees and knits are having a moment this year, but that doesn’t mean they are a fleeting trend. A classic style like this will work hard in your wardrobe for years to come.