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Quiet luxury brands are big, and they're only getting bigger. While the whole things seems new-ish, it's actually pretty old: rich people (like dangerously rich people) have long eschewed big statements for a whispery sort of wealth. But, thanks to the Roys of Succession, The Row, Gwyneth Paltrow, and Sofia Richie's wedding, Google searches for “old-money style” rose by a 568 per cent, while the terms “quiet luxury” and “stealth wealth” both experienced a massive 900 per cent increase. Over on TikTok, “quiet luxury” brought in billions and billions of views.
“Whether you're a start-up label or heritage fashion house, everyone wants a piece of the quiet luxury pie,” says Mark Bage, Managing Director of luxury sneaker discovery platform Sneak In Peace. “Bold, in-your-face graphics and overbranding have long been the standard, so it makes sense that things would swing the other way. These days, we’re seeing an increased focus on understated, minimal designs and tonal colour palettes. It's all very chic, and very sophisticated.”
These are the best quiet luxury brands that you should know about. And we've also thrown in some budget-friendly options, so you can get that Kendall Roy look without that Kendall Roy bank.
Look, we know that Arket isn't exactly what you would call “luxury,” but you can still achieve the same kinda fits without having to remortgage your house. An offshoot of H&M, this Scandi brand is all about clean lines and simple palettes.
From crisp shirts to neatly-pressed trousers, Arket wants you to live your life slowly and fully. Its homeware range is also pretty good too, just in case you want to match your vase.
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While spending £3,000 on a hoodie sounds a bit ludicrous, hypebeasts have literally been doing this for decades, never mind the fact that the ones from Brunello Cucinelli are made from very nice cashmere. Established in 1978, the eponymous brand actually started off as a couture house that made Mongolian cashmere garments specifically for women.
Now, they have full capsules created just for guys, and they recently announced a eyeglass collection too, which has proven pretty popular especially among trust fund types.
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Dunhill tends to step out of the spotlight these days. While other British heritage brands are happy to shell out on things like marketing, the London-based luxury goods company doesn't have to. Why? Because of its very, very loyal customer base that will always come back no matter what.
Steeped in automotive history, Dunhill's pieces, like their silk blazers and leather totes, are very sporty and very sleek – an aesthetic that took over one hundred years to hone.
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Quiet luxury is a relatively new term, but Jil Sander has been doing it since the late ‘60s. For over five decades, the eponymous label has always been about minimal designs and tonal colour palettes. That said, they’re also known to add some fun embellishments into the mix.
In 1997, Jil Sander started making clothes for dudes, and mens' wardrobes just haven't been the same since. In 2017, husband-and-wife duo Luke and Lucie Meier took over as creative directors of the imprint, placing an even bigger focus on the clean and crisp aesthetic.
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When guys talk about quiet luxury brands, they tend to talk about clothing. But footwear is something that you should consider as well, and that's where Kleman comes through. Since the ‘40s, the French shoemaker has been dropping some of the greatest boots and loafers that money can buy. And while everything looks spenny, they’re actually surprisingly affordable.
Kleman's chunky derby shoes have been making waves over on Insta and TikTok. And recently, it also introduced its own clog, which essentially packs everything we love about the label into one off-duty silhouette.
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Other quiet luxury vrab are all about minimalism in terms of aesthetics, but Lestrange is about minimalism in terms of consumption. Most brands have seasonal collections, but the British label has one core line that's specifically made to kit out your entire wardrobe.
Lestrange is big about the environment as well. Each cardigan and overshirt is made entirely from renewable and recycled materials, and if anything ever rips or tears, they'll fix it for you free of charge in hopes that less stuff ends up in landfill.
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Is a guide on quiet luxury brands really a guide on quiet luxury brands without Loewe? Probably not. It's the fashion house that's on everyone's lips at the moment, and that's largely thanks to its graphic sweaters, fine knitwear, and coats that are made with all sorts of experimental techniques.
Loewe's bag game is also on another level, so if you need to get massive wads of dough from Point A to Point B and still look timeless while doing so, give Jonathan Anderson a call.
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If you ever came face-to-face with Loro Piana, you'd probably never even know it. Renowned for producing the finest natural cloths in the world (including the eye-wateringly expensive vicuña), you'll find next to no branding across their entire collection.
Loro Piana is also renowned for material innovations like the fully waterproof Storm System shield and Rain System, both of which appear on their jackets and raincoats to keep you nice and dry, so your stacks of cash don't get wet.
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Moncler has come a long, long way since the ‘50s. Back in the day, the Italian imprint produced jackets that were made for those working in freezing conditions. Now, over seven decades later, and they're known for everything from 3D-printed sneakers to Tom Wambgans-approved gilets.
While Moncler isn't really a brand that comes to mind when you think of quiet luxury, over the past couple of years they've pared back on the eye-catching graphics and head-turning designs in favour of clean, logo-less pieces that make a statement by being understated.
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Let's face it: when Mary-Kate and Ashley Olsen first introduced The Row back in 2005, nobody really had high hopes for the label. The graveyard for celebrity clothing companies is very vast, and very deep, but against all odds, the Olsen twins proved everyone wrong.
In the beginning, the quiet luxury brand was challenged to make the perfect T-shirt. This single piece eventually expanded into seasonal collections and runway showcases, and in 2011, The Row officially made its foray into the menswear space, and nothing in the world has been the same since.
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Tom Ford is always seen with a pair of oversized sunglasses and an impeccably tailored suit, and even though he doesn't actually own it anymore, his namesake label caters for some seriously stylish dudes. In fact, it describes its typical customer as “international, cultured, well traveled, and possessing disposable income.” So basically, Kendall Roy.
If you're looking for a backpack that's made to last or ribbed jumpers that'll keep you nice and cosy, think Tom Ford.
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A big fan of the quiet luxury trend but you're ballin' on a budget? Uniqlo's got your back. While the materials and fabrics used throughout their collections might not be as futuristic or innovative as the ones from the other names in this article, you'll get a similar vibe just at a fraction of the price.
Think down jackets, short-sleeve shirts, and chinos. You'll look a million dollars without having to pay a million dollars. Not even close.
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Quiet luxury is certainly nothing new in the West, but it's a trend that's only starting to break through to the East, and Wooyoungmi is leading the charge. Founded in 2002 in Paris, the androgynous brand is known for combining classic tailoring with South Korean sensibilities and traditions.
Painted in a series of muted shades, each piece is a statement of balance and harmony, equipped with subtle detailing and innovative fabrics that finely straddle the line between form and function. Wooyoungmi isn't ridiculously expensive either, making the aesthetic even more accessible.
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Yes, Universal Works is a newer than most of these companies. It's also a lot smaller than most of these companies. But even though the independent brand has only been around for a handful of years, it's gained itself quite the cult following.
Known for its small-scale production, pieces like its overshirts and shorts are made only in factories that are honest, ethical, and sustainable, which is always good to know.
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The concept of quiet luxury seems like a new phenomenon, but Ermenegildo Zegna's eponymous brand has actually been doing it since 1910. Unlike most companies in this space where design, production, and manufacturing are all over the place, Zegna's vertically integrated approach (which they dub “sheep-to-shop”) means it has ownership over its entire supply chain.
This includes the Achill wool farm that they acquired in Australia, which eventually led to the 12milmil12 collection in 2019. If you're not familiar with this range, it's basically HQ for some of the priciest quiet luxury pieces ever. Think $2,000 baseball caps, $6,500 joggers, and $10,000 trench coats.
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