Brands to watch in 2026
Elite fabric development, IYKYK brands, elevated simplicity from Japan, and brands that deserve our love.
Happy friday! It’s the new year and that means it’s time for us to obsess over new things. For me, I like to start the year off by selecting new brands to obsess over.
While we have a pretty large portfolio of brands that we talk about on the letter, there are exciting additions that are making fashion fun in their own way. Plus, the reason why we are all here is to discover and learn about new brands that deserve our love.
Before we dive into today’s brands, we have to remember that this is just the tip of the iceberg of what’s out there right now. There are a lot of great independent brands and designers that are doing awesome things, I just can’t put everyone on the list. Simply put, the brands I highlighted have me excited about getting dressed in my own unique ways. These are the brands I’m currently most excited to wear right now, or to add to my closet in the near future.
EVERYONE
To start things off we’re going straight to Japan for a new take on everyday simplicity. Everyone had a pretty big 2025. It was the year where they locked in collaborations with brands like A.Presse and Adidas that helped get their name out globally.
Just like their name suggests, this is a brand that could be for everyone. Their focus is designing everyday items with high-quality fabrics in neutral tones that have a more relaxed fit overall. These are basics that can be applied to any lifestyle, and that’s what makes them great.
Where they shine is in the details. Creating that perfect relaxed fit and pairing it with the right buttons, zippers, and other details that all come together to create an elevated basic that you enjoy wearing everyday.
But it’s not just about the clothes, it’s the in-person shopping experience that Everyone has curated for its customers that takes good clothing and puts them on a more elevated level.
It’s an experience that sets the tone of the brand that helps you understand the clothes from a different perspective. I know it might seem silly but shopping there did rewire what shopping experience could look like for me. It’s something that I wish I could experience back at home on a regular basis, but the truth is, we simply don’t really have anything like that in North America. I’m not going to spoil it for you though, it’s something you should go into blindly.
Shop Everyone through their website here.
Follow Everyone on Instagram here.
YOKE
Since we are currently in Tokyo talking about Japanese brands, then we have to talk about YOKE. Started out in 2018 and has since grown into one of my personal favorite brands right now that I feel like a lot of people still don’t know of—which I honestly am not complaining about because 2026 is all about wearing stuff people don’t know of.
I’m not going to lie, YOKE is definitely not cheap, but it is a premium brand that’s worth keeping in your backpocket when you’re down to invest in a garment that you plan on wearing for a very long time.
I’m personally am a big fan of their outerwear—this Connected Work Jacket is calling my name—but also don’t rule out their flowy trouser game.
They are slowly expanding their stockists across the world, so definitely check out if a store near you is carrying them. I think it’s a brand that is at its best when you get to see it and feel it in person.
Check out their web store here.
Follow YOKE on Instagram here.
Related reading:
JAKE BURT
To continue on the note of wearing stuff in the IYKYK category, I’m locked in on the clothes by Jake Burt. I just discovered Jake’s work just this past year so I’m still very much in the learning phase. I did have a chance to see the stuff in person when I was in Japan, and the clothes are awesome. t
A few months ago I wrote a letter on how you can start adding more color to your wardrobe—it was more for me to try to better understand how to approach color as someone who used to wear all-black on a daily basis. I’m wearing a lot more color and I’m having a lot of fun with it. Jake’s Horse Jackets come in a variety of finishings with built-in hoods that have their own pop of colors. This is an item I wouldn’t have gravitated towards in the past, but with my new found love of color again, I am really hyped that these exist.
The Horse Jackets aren’t insanely colorful to begin with, which is nice because the hoods give these some extra pop of color thanks to the various color blocking combinations. It’s subtle but still gives a hint of loudness that doesn’t feel overwhelming.
At this very moment there doesn’t seem to be an online store where you can buy the stuff directly. I did see some comments saying that an online shop might be coming soon, but until then you’ll need to visit Jake at his London store that he shares with designer Stefan Cooke at 63 Vyner Street.
Very excited to see how this brand evolves in the new year, and I’m hoping our paths cross soon so I can learn more about the brand in a proper way.
Follow Jake Burt on Instagram here.
ALTERIOR
This year I also want to support more awesome stuff coming out of Canada. I’m not going to get into it now but Canada’s influence on fashion globally is so insanely underrated.
Today we’re going west to look at Alterior, a Vancouver-based studio created by two brothers who run the brand and A Living Taste, a multi-brand retail store that carries a lot of awesome designers. It’s all kind of under one umbrella but let’s focus on Alterior.
These days if I’m spending money on anything I’d rather do so on independent designers who are making cool stuff. Alterior fits that category perfectly. Here you’ll find garments, accessories, and objects that are handmade right here in Vancouver. They also work with a lot of great Canadian designers like LLOYD and James Coward on exclusive collections—there’s something fun happening in that part of the west coast and I’m excited to watch it grow.
Follow Alterior on Instagram here
Check out Alterior collection on their site here.
VOWELS
To close us out we have Vowels, a New York based brand that’s developing its fabrics and clothes in Japan. I would consider this more of a luxury-streetwear brand, so expect the prices to reflect that, but as someone who’s experienced the clothes I can say it makes sense—also all clothes in general are expensive these days, and if you want to wear what I like to call “true luxury” then you’ll have to pay for that.
The brand is cool though, they aren’t afraid to use color and wild patterns to develop their collections. Their fabric development is a strong reason why I keep combing back them.
The quality is strikingly good. What gets me is the softness of the clothes—my experience with their tees and denim specifically has been nothing but amazing. Really comfortable to wear. The cotton is just on another level.
What interests me the most is their new Research Library that opened on 76 Bowery in New York. While you’re free to shop the new Vowels collection, you’re also able to book an appointment to view the selection of books that’s curated by Creative Director of Vowels, Yuki Yagi.
The Library hosts a continuously growing selection of rare archival books and magazines, as well as doubles as a space to host works of artists and friends of the brand.
Vowels is building its own community in the heart of New York, and it’s exciting to see. Definitely going to be keeping a closer eye on them this year and you should too.
Shop Vowels directly on their website here.
Follow Vowels on Instagram here.
The Yoke jacket has been on my feed constantly. Definitely something I’m thinking about.
Would love to hear more about Canadian brands/influence.