Wait, so Every IG Outfit I Love Comes From This Affordable Brand?


(Image credit: @smythsisters)

I’m often asked what the best part of my job is, which is a pretty tough question when you love what you do. But if I had to choose just one thing, I’d have to say it’s discovering new and up-and-coming brands. There’s just something about happening upon a generally unknown label that feels so rewarding, especially when I get to share it here with you. Of course, in the day and age of social media, boutique brands have the potential to hit the big time practically overnight, so you need to act fast if you want to get in on the action before it goes mainstream. And of all the brands I’ve seen lately, none have the potential to be as stellar as Source Unknown.

I’d noticed a couple of influencers tagging Source Unknown on their Instagram wares a couple of months ago, and I didn’t think too much of it. However, after the pieces began to look more and more impressive, my interest was piqued, and I subsequently clicked through. What I found was a U.S. concept-type online store with an aesthetic and style similar to The Frankie Shop, Paloma Wool and Nanushka—only with more affordable price points.

Before long, everyone from Monikh Dale to Slip Into Style’s Ellie was wearing Source Unknown’s directional wares and accessories, and I was hooked. With items such as asymmetric button-up cardigans, double-layered blazers, checkerboard prints, oversized tailored trousers and plissé pleat midi skirts, everything Source Unknown peddles feels very of-the-moment.

Though prices seem to vary depending on the piece, I would go as far as to say they’re generally attainable, even if a bit of saving is required to get your hands on them. But for wardrobe enrichers that look incredibly premium and aren’t likely to be bought by anyone else in your inner circle, I reckon they’re worth it. Scroll on to see how fashion people are styling their Source Unknown finds and to shop my edit of the best pieces from its current collection.



(Image credit: @allisonho)

Allison Ho’s Source Unknown look—from her ribbed cardigan to her cow-print mules—is perfection. 


(Image credit: @slipintostyle)

Ellie Delphine has a knack for finding cool pieces from under-the-radar brands. Her skirt from Source Unknown being just one of them. 


(Image credit: @alyssainthecity)

Knitted co-ords are still going strong, and I can’t stop thinking about Alyssa Coscarelli’s Source Unknown set.


(Image credit: @monikh)

Monikh Dale’s cardigan is from Source Unknown, and while it’s currently still in stock, we guarantee it won’t be that way for long. 


(Image credit: @mariejedig)

Good tailoring at affordable prices is hard to come by, but not at Source Unknown. 


(Image credit: @jen_wonders)

Source Unknown also delivers excellent loungewear. Case in point: Jen Azoulay’s sweater-and-jogger set.


(Image credit: @femmeblk)

Another day, another impossibly chic ensemble from Lydia Tsegay, which is entirely from, yep, you guessed it, Source Unknown. 


Next Up: These Cool Platforms Are Everywhere I Look, and I'd Really Like a Pair

Maxine Eggenberger
Deputy Editor

Maxine Eggenberger is Who What Wear UK’s deputy editor and has over thirteen years of experience in fashion journalism. She been creating engaging and elevated style content specifically for Who What Wear UK since 2018, covering runway reports, emerging trends, long-form features, self-styled shopping stories and columns, including her edit of the best new-in buys. She ensures the highest editorial standards are met across the site, leads the editorial team in their SEO strategy and keyword planning, works closely with the beauty team on content initiatives, represents the brand at industry events, and regularly contributes to social media, including her own Who What Wear UK TikTok franchise, French Style Fridays. Previously, Maxine appeared on ITV's This Morning in her own fashion segment and has interviewed countless celebrities—everyone from Victoria Beckham to Oscar winner Lupita Nyong’o.

Prior to Who What Wear UK, Maxine’s career began when, after completing her first-ever internship at Look magazine, she was offered a position on the brand's fashion desk. She accepted, leaving university a year early in the process. Her passion and natural talent for writing and styling meant she swiftly rose through the ranks to become the title's fashion news and commercial content editor, with a stint as InStyle.co.uk’s fashion and beauty writer along the way. She later served as Look’s acting Editor in Chief, overseeing both print and digital, before embarking on a successful freelance career, working with Grazia, The Pool, and Marie Claire amongst others.

Maxine is based remotely from her countryside home near Edinburgh where she spends her downtime renovating her house, walking her dogs, hosting friends and trying to master the art of making Old Fashioned cocktails.