Word of mouth remains the best way to find really good wardrobe basics. You have to see, say, a T-shirt in real life to understand whether the silhouette and density of the fabric really meet expectations. It's no wonder that the white T-shirts from the German brand Merz b. Schwanen in the TV series “The Bear” caused such a stir.
Jeremy Allen White in a Merz b. Schwanen T-shirt in the TV series “The Bear”
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Most brands across different segments offer their own versions of basics, but in recent years a new wave of specialist labels have emerged, focusing on the everyday essentials that make up the foundation of a wardrobe. High-profile marketing and targeted promotion have largely ensured their success: London-based Cou Cou has amassed a large following of it-girls, while Éterne and Tank Air have become favourites among celebrities. Relying on simple design and timeless pieces, this new wave of brands offers T-shirts, T-shirts, loungewear and underwear that can be the foundation of any look, any time of year.
Cou Cou
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Rose Colcord founded Cou Cou primarily to “bridge the gap” between sensual lingerie and everyday underwear. Since then, the brand has expanded its range to include basics in the same vein, featuring lace, ruffles, bows and textured fabrics. Many of these details have been developed over the years. The Rina long-sleeve is one of the brand's most popular pieces. It's been worn by Zoë Kravitz, Adwoa Aboah, Hailey Bieber and Lily-Rose Depp.
Deiji Studios
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The main goal of Deiji Studios, as stated in the brand manifesto on the official website, is to “blur the line between pajamas and outerwear.” The brand's pants have become especially popular, appreciated for being equally comfortable to wear both as homewear and on the street.
Tank Air
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Tank Air works at the intersection of luxury and modern fashion, focusing on fitted styles that emphasize the figure. The brand's strengths are high-quality fabrics, precise cuts, and durable items. Tank Air is worth choosing for T-shirts, T-shirts, and other basic items that are loved for their high-quality fabrics, thoughtful cuts, and good fit.
Flora Flora
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Amsterdam-based brand Flore Flore's range includes soft turtlenecks, long-sleeved crew necks, and T-shirts. The brand offers them in both neutral and bright colors, including grape, mulberry, and cucumber.
Leset
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Leset builds a significant part of its range around sets that differ in cut, fit and fabric density. However, one of the brand's most notable bestsellers is the Margo T-shirt. It has a loose straight cut, a round neckline and is made of cotton.
St. Agni
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Although St. Agni offers a wide range of products, from clothing to accessories and footwear, one of the brand's main specialties remains practical basics. The collections include tank tops, t-shirts and knitwear, but each piece has a modern accent, such as a plunging neckline or a spectacular open back.
Eternal
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Éterne focuses on T-shirts made from a stretchy cotton-modal blend that remain soft and hold their shape well even after numerous washes. The brand's collections also include dresses, knitwear and swimwear. These are simple, soft pieces for everyday wardrobes, without unnecessary details and with an emphasis on fit and comfort.