5 Cool New Brands I Need to Talk About

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When too many cool new brands start to pile up in my I-need-to-talk-about this arsenal, it starts to feel like there’s a giant carrot cake with cream cheese frosting (my favorite) sitting in front of me next to a fork. In other words, it triggers a primal response that necessitates action. In the case of the former, the obvious response is writing about them, a.k.a. the editorial equivalent of picking up said fork, taking a bite, and then offering one to you as well. Keep scrolling for a roundup of five new or reimagined brands that rival frosting in their deliciousness.

Ookioh: Sustainable Swimwear in Cool-Ass Colors


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Ookioh’s swimsuits are made from 100% regenerated materials (like sunken fishing nets and miscellaneous items people or companies throw away in production), and as a company they are working toward the goal of becoming completely plastic-free over the next three years. In addition to prioritizing sustainability, they also make genuinely cute swimwear. I especially like the Portland bottoms paired with the Hampton top because it looks like a vintage gym outfit.

Coco Shop: Serious Fodder for the Print-Mixing-Inclined


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Known for printed cotton clothing and colorful patterns, Coco Shop began as a small seaside outpost in Antigua in the 1950s, but shuttered in 2017 after 68 years in business. This spring saw the revival of the brand with an e-commerce platform under the oversight of former Rosie Assoulin intern Taylor Simmons, applying the original fabrications to updated silhouettes like a crop top and matching skirt made with 1″ strips of cotton sewn together for a basket effect. This initial collection was produced in New York, but the brand plans to shift production to Antigua in an effort to support local artisans with the next release. I love how all the prints go together without being too matchy-matchy (this top and skirt are a great example — and come to think of it, the perfect inspiration for my next wedding guest outfit brainstorm).

Capucci: An Old-School Couturier Gets a Modern Update


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Luisa Orsini and Antonine Peduzzi, the Italian-French duo behind the handbag line TL-180, are bringing their digital fluency and contemporary eye to what was once a couture-only label under the helm of Robert Capucci in the 1950s. The result is wearable pieces in sumptuous fabrics, like a bubblegum pink satin pantsuit and a pistachio-colored metallic knit turtleneck. According to Vogue, their goal is “not to revive a couture house but to bring new life to it, and to employ the Italian craftsmen and artisans whose skills might otherwise languish from want of work.” The fall collection isn’t sold online until June, but for now I’m personally just enjoying gazing at the look book photos like a giddy puppy.

Elizabeth Suzann: A Menocore Dream


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I discovered Elizabeth Suzann in the comment section under my story about sustainable fashion. The brand cuts and sews all of their garments locally in their Nashville design studio using high-quality natural fiber cloth. They aim to eschew trends and cut down on consumption by prioritizing season-less apparel, and, as a result, the clothes are more minimal than my taste usual runs, but every time summer approaches I’m inclined to pare down on frills and ramp up on simple linen pieces (#menocore) — accessorized with rainbow friendship bracelets, of course.

Tach Clothing: The Ultimate Street Style Discovery


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I’m so glad I finally know the source of this jacket I mentally flagged months ago in a Man Repeller street style slideshow: Tach Clothing, a brand designed and manufactured in Uruguay. Each piece is handmade and ethically constructed, with a focus on using vintage styles as inspiration for modern trends. I saw a photo of Jeanne Damas wearing this cropped mohair cardigan, which makes me a fan by osmosis.

Any new brands you’ve been ogling lately?

Feature photo by Vito Fernicola / Courtesy of Capucci.

Harling Ross

Harling is a writer and was most recently the Brand Director at Man Repeller.

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