All Our Editors Have a Coat From This Lesser-Known Affordable Brand
When we tell you where this amazing red vinyl trench coat is from, you might not believe us. Three of our editors at Who What Wear UK have it (including me), and people always sound so shocked when we reveal the brand after inevitably getting complimented on it. Yes, it is from one of Amazon's own brands, Find. Two of us came in wearing it on the same day this week, and we decided we couldn't keep the secret from you any longer.
If you haven't discovered this label yet, it's definitely one to keep an eye on. It might take some searching, but from our experience, the brand often has statement styles for really affordable prices. Plus, with it being lesser-known, unlike Zara, you won't see everyone else at the bus stop wearing the same thing. Look out for great outerwear and boots in particular—these lace-ups are currently on our wish list. We were pleasantly surprised by how great the quality is as well—it's thicker than your average vinyl trench and so much warmer.
We've been wearing ours for over a year now and luckily the style is still available online. Surely this alone proves the vinyl coat trend isn't going anywhere, so we've rounded up some more of our favourite styles below. Keep scrolling to shop.
Contributing editor Emily Dawes and shopping editor Joy Montgomery in their Find coats.
Editor Emma Spedding in the coat.
Shop More Vinyl Trench Coats
Next, see more from the lesser-known high-street brands we love.
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.
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