Everyone In Fashion Buys Their Coats, Knits and Jeans From This Low-Key Brand

You'd be forgiven for thinking that fashion people all love to shop showy, high-end designer pieces. When scrolling through street style galleries of fashion week sightings, TikTok closet tours or Instagram feeds, it can be hard to see past all the logos and cult buys a lot of the time. But surprisingly (and I speak for most of us fashion-types here, not all) that isn't actually how we dress day to day. Truth be told, a lot of those flashy pieces are probably loaned or rented for an occasion, or, for the lucky ones, gifted. In fact, those that I know (or follow religiously on social media) actually dress pretty low-key 90% of the time, tapping into quiet luxury brands and even premium high street winners that will last far beyond a single season. 


(Image credit: @sarahlouiseblythe)

Sarah wears a Raey blazer. 

Often these low-key brands fashion people actually choose to spend their own money on are cards kept close to their chests—spread by word of mouth over industry dinner tables and like whispers down fashion week front rows. But, as you know, we're all about inclusivity here at Who What Wear—and with so many of you out there searching for the perfect coats, knits and jeans right now, I thought it was only right that I share with you the one brand that I know for a fact the experts (especially the Brits) always turn to for those exact essentials. 

Raey is the in-house label from ultra-chic London department store MATCHESFASHION. It first launched back in 2015 (I remember the buzz well) and over the past seven years they've continued, more or less under the radar, producing seasonless capsule wardrobe staples that industry insiders can't seem to get enough of. Think premium quality luxury buys, from grey cashmere knits to chunky wool or shearling coats, at reasonable, mid-range prices—and not a logo in sight.


(Image credit: @theindiaedit)

India wears the cult Raey coat. 

Some pieces have gone recognisably viral—the oversized coats being the primary example, which have completely sold out over the last couple of winters after being purchased by so many influencers. Their point of difference from other, more fleeting, It buys though, is that those influencers are proudly wearing them again this winter as well—and on repeat, no less.

The cosy knits and premium denim have the same longevity (and pulling power). All in classic designs with the odd elevated detail thrown in. In fact, I feel like I can't currently open Instagram without seeing at least one outfit that includes a Raey coat, knit or pair of jeans. While Raey's light and airy summer basics are also incredibly chic, in my opinion it's these cold-weather buys that the brand does best. 

Keep scrolling to shop the best Raey coats, knits and boots fashion people probably don't want you to know about.

Shop the Best Raey Coats:


(Image credit: @anoukyve)

Anouk wears the exaggerated shoulder wool coat.  


(Image credit: @monikh)

Monikh proves how timeless Raey's shearling coats are. 


(Image credit: @smythsisters)

The navy coat is my personal favourite. 

Shop the Best Raey Knits:


(Image credit: @alexisforeman)

Alexis wears the perfect grey jumper from Raey. 

Shop the Best Raey Jeans:


(Image credit: @sarahlouiseblythe)

Sarah wears Raey's baggy jeans. 


(Image credit: @smythsisters)

White denim is unexpected but incredibly chic for winter. 

Up Next: How to build your 2024 capsule wardrobe.

This story was published at an earlier time and has since been updated.

Emily Dawes
Affiliate Editor

Emily Dawes is the very definition of a fashion multi hyphenate. An editor, stylist and writer with over eleven years’ worth of experience in the industry, Emily is known for her impeccable taste, elegant outfit choices and being able to spot the next big thing in fashion from a mile off. Our readers loyally trust her advice and shopping suggestions; so much so she began her own column documenting the most expensive-looking pieces on the high street, which has become a top-performing piece of content for the Who What Wear brand.

Emily has worked for Who What Wear UK since 2020 in a myriad as roles, spanning from contributing editor and branded content editor. Now, she holds the position of affiliate editor and is responsible for the brand’s overall affiliate strategy, ideation and content execution. Working closely with Who What Wear UK’s affiliate manager, Emily has been instrumental in securing and nourishing brand partnerships, surpassing her goals as standard. Leading the team in tentpole shopping moments including Black Friday and Peak Trading, with Emily’s guidance and leadership, team Who What Wear is in a stronger affiliate position than ever before.

Prior to joining the Who What Wear team, Emily served as YOU Magazine’s acting fashion editor where she managed the fashion team and oversaw all fashion content output for the fast-paced weekly title. Emily is a stylist in her own right, having worked with a slew of VIP clients including writer and television personality, Elizabeth Day, as well as styling and art directing several celebrity cover shoots for glossy print publication, Grazia. Her adept fashion knowledge means brands regularly sought out to work with her as a consultant: previously she has developed marketing and content plans for brands for Cocoon and Edge of Ember. Before entering the industry, Emily obtained a Bachelor of Arts in English and American Studies with International Study from Nottingham University. Fun fact: Emily spent a year studying in America which saw her join a sorority during her time there.

When she’s not working or tracking down the chicest, new-in items to share with our audience, you’ll find Emily bestowing her East London home with her stylish flair, reading everything from the classics to cowboy romance novels and escaping to the country with husband, baby boy and dog, Roo, whenever she can.

Emily is currently on maternity leave.