Stop Everything! I Just Found So Many Chic Toteme Buys On Sale


(Image credit: @_jessicaskye)

Personally, I'm not a huge fan of sale shopping. Mainly because I worry about the risk of panic buying items that I don't really need just because of the discount and regretting them later—not to mention the chaos of piled-high sales racks and elbows to wade through when you actually try and shop the sales IRL. There are, however, a few exceptions to my general rule of avoiding sales that make me stop and pay serious attention—firstly, when investment items go on sale that have been on my wish list for a long time, and also when my favourite brand, Toteme, miraculously has discounts.

I say miraculously, because Toteme sales are incredibly rare. I imagine it's because a lot of their items are timeless capsule wardrobe investments that get restocked season after season, so there's no need for the brand to shift old stock in time for the new season ahead. I even made sure to keep a very close eye out on Black Friday weekend and found absolutely no Toteme buys on sale anywhere.


(Image credit: @abimarvel)

If, like me, you're a big fan of the Swedish brand's minimalist, quiet-luxury pieces, however, you're in luck. As I was browsing the post-Christmas sales this morning I genuinely gasped when I saw that a number of incredibly chic Toteme buys were on sale. And no, we're not just talking a couple of older, less popular items here and there. There's actually so many pieces, including some of their cult buys that were top of my Christmas list (like that striped knit jumper, and the original shearling toggle jacket that inspired a thousand high street copies) which are now on sale for almost 50% off in some cases. Yep, that's the sound of every fashion person's January sales dreams coming true.

One thing's for sure, buying classic Toteme pieces in the sale is never going to be something I regret—whether it's a new knit I can wear straight away, some of their premium-quality denim or a new coat that I know I'll return to year after year. If you're with me, you'll want to keep scrolling down to see my edit of the best Toteme sale items on offer right now. These rare sale finds never hang around for long, though, so think on your purchases carefully and then checkout with your favourites sooner rather than later to avoid disappointment. 


(Image credit: @rosiehw)

One of Rosie Huntington-Whiteley's favourite Toteme coats is in the sale below. 


Up Next: The Sales Are in Full Swing—These Are the Fashion Deals Genuinely Worth Shopping

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.