I Know You're Stylish If You're Wearing This New British Brand That Rivals COS and Reformation
This week, I've got a new independent brand on my radar that I think is worth knowing about: Arteof. Scroll on to see my picks of the classic, stylish buys I'm eyeing up.
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.
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:
Is this not the most perfect cream knit?
A simple tee you'll reach for on repeat.
I've tried this cashmere jumper and can confirm that it is so gorgeous in real life.
Wear with jeans or leggings.
The perfect set for lounging around in or going to grab coffee.
I have it on good authority that nearly every fashion editor wants this knit.
I'm on the hunt for new leggings that are comfy to wear and actually good quality. I think I found them!
Wear as is or layer under knitwear.
I love a cardigan with jeans but also over dresses and with skirts.
Dreamy.
I have my eye on this set for Christmas.
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.
An investment worth making.
There's something so luxurious about a silk short.
An outfit I'll be wearing from now until next May.
You can't go wrong with a does-it-all-coat like this.
