By Aaron Kok WQ - published
The Internet may be a vast, endless space, but often, we find ourselves shopping at the same old online retailers again and again.
And while there’s no sin to that, it can also often be monotonous to visit the same website repeatedly just to see the same 10 pages of skirts that you’ve already seen before. Or, you’re also likely shopping from the same website that everyone else in your office is shopping from. At this point, it’s a miracle that you’ve not bumped into a colleague who’s wearing the same jacket bought from the same online retailer.
Before that ever happens (and let’s hope that never does), let BAZAAR show you nine of our favourite under-the-radar online boutiques to peruse.
1. EXHIBIT
Exhibit in Bangkok is one of those “if you know, you know” type of shops, and its online store holds a curation of It Girl brands including Blumarine and Rejina Pyo. Check it out if you’re hunting for trendy, sensual and cool threads that are guaranteed to make a statement.
2. Incu
Based in Australia and founded in 2022 by twin brothers Brian and Vincent Wu, Incu is the definitive place for the fashion insider who’s looking for a fabulous shopping haunt in Melbourne or Sydney. Online, Incu’s roster of brands run the gamut from the French boho (A.P.C., MM6, and so on) to the painfully hip (Jacquemus, Simone Rocha et al), and shoppers will be delighted by Incu’s on-point curation of must-have separates, trendy home decor and waitlist-worthy sneakers.
3. MARAIS
Another longstanding must-know in Melbourne’s shopping scene is MARAIS, which first opened its doors two decades ago. Brands stocked by MARAIS run a bit more upmarket, with the likes of LOEWE, Balenciaga and Fendi sitting prettily on its racks. All of these brands are available on its online store as well, which provides plenty of gorgeous fashionable finds for the online treasure hunter.
4. Studio183
Hailing from Berlin is Studio183, where there is a good mix of buzzy and indie European designers across the men’s, women’s and jewellery categories. The direction of the product mix here is admittedly more niche, with styles inspired by Berlin’s rave culture and street style scene defining Studio183’s look of baggy basics, DIY-inspired aesthetics and punk-flecked accessories.
5. Shoreditch Ski Club
Whoever said winterwear had to be boring and in black has never shopped at Shoreditch Ski Club before. Founded by creative director of AllSaints Wil Beedle in late 2018, the brand is known for its unapologetic and fashion-forward approach to designing its range of signature outerwear that have been spotted on the likes of Bella Hadid and Karlie Kloss.
6. Outline Brooklyn
Much like what the ‘Brooklyn’ in its name would suggest, Outline Brooklyn is a trove of pieces that exude an off-kilter sense of charm and humour. Expect to find some off-the-radar womenswear brands like Auralee and dosa on offer next to well-known labels that include Maison Margeila and Jil Sander. From elevated basics to pieces perfect for the party season, there’s something interesting to uncover each time you browse their site.
7. Voo Store
Think of Voo Store as a department store at your fingertips. Based in Berlin, there are brands that speak to every kind of customer, from the hyper cool shoppers that will love Acne Studio and Salomon, to those pining for contemporary classics from Dries Van Noten and The Row.
8. FRNCH
No prizes for guessing where FRNCH is from: the brand finds its roots in France, and the pieces stocked here are a celebration of everything that contributes to French style. Here, chic shrunken cardigans and louche velvet suits sit next to sparkly mini skirts and funky checkered co-ords, all of which contribute to FRNCH’s distinctively cool and offbeat-but-cool vibe.