Five small clothing brands to watch

Navigating the world of fashion can be difficult and confusing for many. It can be difficult to distinguish trendy pieces from quality basics, especially when all the prices seem exorbitant. Here are some new brands that produce timeless clothing inspired by current trends. Head over to their Instagram pages to find out!
Juliet Johnstone (@julietjohnstone)

Photo courtesy of @julietjohnstone

Juliet Johnstone began her career studying fine art at Parsons. One day, running out of canvas, she decides to paint on pants. After receiving compliments on her design, she launched the now popular brand, Juliet Johnstone.

Known for its hand-painted designs on unused vintage clothing, Johnstone sells pants, baby t-shirts, hats, tank tops, swimsuits and tracksuits. Her designs gained recognition after it-girl Bella Hadid was spotted wearing custom JJ pants on Instagram in April 2020.

Today, JJ manufactures his own garments in-house and digitally prints most of Johnstone’s designs to ensure the highest quality. The iconic JJ carpenter pants are still one of a kind and hand painted!

Paris Georgia (@paris__georgia)

Photo courtesy of Paris Georgina

Paris Georgia was founded in 2015 with sustainability and affordability in mind. Paris Mitchell Temple and Georgia Cherrie launched their brand with $10,000 and inspired by chic 90s looks. Their designs are made from Italian fabrics and made almost entirely in New Zealand. Models like Kendall Jenner and Sofia Richie have been spotted sporting their latest designs. Paris Georgina now sells her 4th collection on many merchant sites.

Pretties Venice (@pretties)

The story of Pretties begins with Linda Meltzer, a young designer who founded Tease Tees in 1993. She sold what are now called baby t-shirts, after being inspired by “cut French” of her older sister.

The company has seen huge success with models like Kate Moss and Drew Barrymore often wearing the tops. Before the company closed in 2001, Meltzer’s designs were featured in “Friends”, “Clueless” and “90210”. Meltzer launched Pretties in 2016, drawing inspiration from her previous designs. She created quality sleepwear and brought back her iconic baby tee design.

The brand has amassed a cult following among young women over the past few years. Meltzer said she loves interacting with female brand supporters, they inspire her to keep creating!

Nii Hai (@nii.hai)

Nii Hai was founded in 2019 by British designer Rosie Williams. Williams launched the brand after graduating from law school and moving to London. She was inspired by the contrasting lifestyles of her hometown, Majorca and London. Hai aims to innovate in the fashion industry, showcasing contemporary and atypical designs. Cut-out tops, leather pants and plastic handbags paired with artistic shots and interesting designs create a futuristic image for the growing brand. Nii Hai is designed for a woman of the future.

Lolita Jade (@lolitajadeusa)

Photo courtesy of Lolita Jade

Lolita Jade was created by then 17-year-old Lola Keyer in early 2020. She makes fluffy tote bags from her living room in Los Angeles, California.

The brand took off with the help of social media and small influencers who promoted its brand. Notable celebrities like Madison Beer, Olivia O’Brien and Devon Lee Carlson have been seen with Lolita Jade bags.

Although Lolita Jade now makes a variety of different items, including leather handbags, backpacks, and hats, they still sell their signature fluffy tote. Keyer’s designs are inspired by ’90s trends and the Californian lifestyle. Product photography is unique and taken with influencers that the company’s consumer base is familiar with. Keyer recently launched Lolita Jade’s sister brand, Violet Daisy.

Michael O. Stutler