One of the Buzziest Online Stores in Fashion Is About to Get Even More Popular

First things first, allow us to introduce you to The Folklore if you're unfamiliar. It's a sustainable NYC-based online store that sells both emerging and luxury brands from Africa and the diaspora. In the mix are clothing and accessories, jewelry, and home goods, most of which are handmade by local artisans. The Folklore is an excellent resource for discovering new brands and pieces that you won't see everyone else wearing, and the buzz around it is louder than ever.

Adding to that existing buzz as of today is Farfetch, which has made amplifying boutiques around the world its mission. The e-tailer just launched a collaboration with The Folklore, introducing ten of its most popular brands to its customer base. The curated selection includes 24 special clothing and jewelry pieces from brands such as Orange Culture and Third Crown, and alongside there's a breathtaking editorial shot in Lagos, Nigeria that shows off some of the pieces.

Keep scrolling to shop the collaboration before your favorites inevitably sell out.


(Image credit: The Folklore x Farfetch)


(Image credit: The Folklore x Farfetch)


(Image credit: The Folklore x Farfetch)


(Image credit: The Folklore x Farfetch)

Next up, 5 brands that never stay in stock, according to a luxury boutique owner.

Allyson Payer
Senior Editor

Allyson is a senior editor for Who What Wear. She joined the company in 2014 as co-founder Katherine Power's executive assistant and over the years has written hundreds of stories for Who What Wear. Prior to her career in fashion, Allyson worked in the entertainment industry at companies such as Sony Pictures Television. Allyson is now based in Raleigh, North Carolina, and is originally from Baton Rouge, Louisiana. She holds a BFA in theater. Her path to fashion may not have been linear, but based on the number of fashion magazines she collected as a child and young adult, it was meant to be.