Impress Your Most Stylish Friends With a Gift From These Up-and-Coming Brands


(Image credit: @trustmebuythis)

It’s no secret that December is here, and it’s time to start thinking about all things holidays, even though many of us have had the cheery time on our minds since the day after Halloween. We’re always sharing our shopping lists when it comes to everything from decorating your home to upgrading your basics, but putting together gift guides has to be a top favorite. Brands release their best products just in time for the holidays, there are quite a few sales going around, and there’s just that cheerful spirit in the air. And while it’s easy to look at the big retailers for holiday shopping, there’s nothing more loving than a thoughtful gift from an emerging brand that’s not as common as what you’ll find at the mall. If the people on your gifting list (or even yourself) are more into covetable, unique finds, then this is the right place for you. Not only will you be finding something different, but you’ll also be supporting an independent business that will surely appreciate your patronage this season and the next. 

We sorted through a variety of emerging brands and pinpointed the best products that’ll be perfect as gifts or purchases you’ll want to treat yourself to at the end of the year. From soft cashmere to colorful jewelry, the finds below will be appreciated by anyone who knows a thing or two about the sartorial world. Keep scrolling for more.

All of the products featured are available for purchase via the Shop app, powered by Shopify, and have been independently selected by Who What Wear editors for this article.

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Associate Fashion Editor
Yusra Siddiqui is an editor who resides in New Jersey but bounces between the suburbs and NYC. (She's a Jersey girl at heart.) After interning at Who What Wear in 2019, she found her way to the team after graduating from LIM College in 2022 with a fashion media degree. She's also spent time writing and working for publications such as Fashionista, Coveteur, and Nylon, but she always knew that Who What Wear was where she was meant to be. When she's on the job, she's perusing runway shows, analyzing the latest thing fellow Gen Zers are up to on the internet, and sharing what she can about the modest-fashion market. You can also catch her dabbling in entertainment, talking about the costume choices of the latest Netflix series or diving deeper into how the plotline affects the viewers in a myriad of ways. Lastly, she likes to create content for Who What Wear's TikTok. Her personal time is spent doing similar but also different things—deep diving into almost every new TV show (Bridgerton, Gilmore Girls, and Stranger Things are favorites), planning her next local getaway (whenever that may be), and reading the latest Emily Henry or Sally Rooney novel in one sitting.