Data: The British fashion brands gaining popularity in the US

Even if the range of different business models and tariff exemptions mean that this is not really a guide to the brands that will be most affected.

Fashion has always been a retail category where British brands have a strong chance of breaking America. From Burberry to Dr. Martens, a massive range of brands have transformed the US into one of their major markets over years. 

Retail intelligence firm Edited have shared a list of 11 British brands that are also on this journey, based on Q1 sales in 2025. 

“Dresses were the top-selling category among these labels, accounting for 16% of sell-outs across these brands.” said Edited senior retail analyst Krista Corrigan, adding that shoppers gravitated toward maxi and midi dresses.

“Loungewear was also a bestseller, from Kaiia’s sweatpants and oversized hoodie combos to Varley’s blend of comfortable yet chic apparel.”

The full list of brands is below, listed in no particular order. 

1. Varley

Varley is popular for both its activewear and cosy knitted pieces. Founded by husband-and-wife duo Lara and Ben Mead in 2015, the British brand developed a strong foothold in the US by the time it reached its 10th anniversary.

Varley opened its New York flagship in SoHo late last year. It is also poised to open outlets in Dallas and Boston. In a sign of its US-orientation, its latest marketing push was for its New York Summer: Hamptons Edition collection.

Corrigan says the quiet luxury trend, emphasising non-showy but well made clothes, “elevated Varley to the top of US consumers’ radar, stocked heavily at retailers like Scheels, Anthropologie, Nordstrom, Revolve and Bloomingdale’s.” Sell outs of the brand were up 79% year on year in Q1 2025, according to Edited data, with 49% more Varley products available online than in the same period in 2024.

2. AllSaints

Another higher-end brand gaining a lot of traction in the US is AllSaints. The retailer, led since 2018 by chief executive Peter Wood, has been focusing its efforts on international expansion. It now has 57 stores and physical retail outlets in the US, more than in any other country besides the UK.

Last year it opened a 5,300 sq ft pop up in SoHo, close to its flagship in the city, as well as a new store in Belmont Village. Dozens of its outlets sit in major US department store Bloomingdales.

Sell-outs of the brand are up 99% year over year, according to the Edited data.

3. Kaiia

Kaiia launched in 2021 as a sister brand to Manchester footwear brand Public Desire. It has gained global traction with its signature set of tracksuits.

As well as its own ecommerce portals, the brand also has a prominent presence on Asos in the US. Corrigan says that this partnership was driving US demand, with arrivals increasing 827% year over year in Q1, leading to 2,139% more sell outs.

4. Nobody’s Child

Backed by British retail behemoth M&S, Nobody’s Child is also has a lot of momentum on Asos, with US sell-outs increasing by 165% year over year.

Other US stockists include luxury department stores Nordstrom and Von Maur. 

5. Jaded London

Streetwear specialist Jaded London is primed for a US push. It has already had pick up from top-tier names including Beyoncé, Taylor Swift and Cara Delevingne. The brand has run pop-ups in both Broome Street, New York and Melrose Avenue, Los Angeles over the past year.

One product range that Edited says is getting a lot of pick-up is the brand’s set of football shirts. Both official and non-official shirts have become major fashion items across the world, including the US.

6. Rixo

Floral dress purveyor Rixo has marked its US ambition with business moves. It opened its first physical US store in the New York neighbourhood of Nolita last year.

7. Wales Bonner

The eponymous brand of designer Grace Wales Bonner has seen sell outs rise by 20% year over year in Q1, according to Edited data, with strong sales at US retailers Ssense and Bergdorf Goodman.

The brand’s mass appeal has been bolstered by high-profile collaborations with sportswear firm Adidas, making it another participant in the fashion-forward football shirt trend.

8. Damson Madder

Run out of a small studio in Camden, sustainable fashion firm Damson Madder has quickly gained international acclaim. One of the big drivers of that was a highly viral set of leopard cargo trousers, which helped turned the brand into a cult label. It is another brand to have launched a New York pop-up, with a temporary SoHo outlet going live last September during the city’s fashion week.

9. Wax London

London label Wax London has been gaining popularity with US men and some famous ones to boot.

Actor Bradley Cooper is among the stars seen out wearing the brand. Fellow film star Ryan Reynolds has also been photographed in Wax London, perhaps clocking the brand on one of his visits to watch his newly promoted British football team Wrexham. 

10. Adanola

Corrigan says that Edited are also watching lux-activewear brand closely in the US retail market. It recently made its debut in US physical stores as part of a partnership with high-end health club Equinox.

In a marketing coup, it signed up social media megastar and model Kendall Jenner to front its January campaign. It also hired former Gymshark CCO Niran Chana as chief executive last year as part of a drive for international expansion.

11. Peachy Den

Womenswear firm Peachy Den has centred London, particularly Y2K London, as part of its brand identity. It also had a recent Adidas collaboration, including a pop-up in the London flagship.

US tourists in London can also find the brand at its permanent physical store in Shoreditch, which opened last year.