Everyone In Fashion Buys Their Coats, Knits and Jeans From This Low-Key Brand

You'd be forgiven for thinking that fashion people all love to shop showy, high-end designer pieces. When scrolling through street style galleries of fashion week sightings, TikTok closet tours or Instagram feeds, it can be hard to see past all the logos and cult buys a lot of the time. But surprisingly (and I speak for most of us fashion-types here, not all) that isn't actually how we dress day to day. Truth be told, a lot of those flashy pieces are probably loaned or rented for an occasion, or, for the lucky ones, gifted. In fact, those that I know (or follow religiously on social media) actually dress pretty low-key 90% of the time, tapping into quiet luxury brands and even premium high street winners that will last far beyond a single season. 

Often these low-key brands fashion people actually choose to spend their own money on are cards kept close to their chests—spread by word of mouth over industry dinner tables and like whispers down fashion week front rows. But, as you know, we're all about inclusivity here at Who What Wear—and with so many of you out there searching for the perfect coats, knits and jeans right now, I thought it was only right that I share with you the one brand that I know for a fact the experts (especially the Brits) always turn to for those exact essentials. 

Raey is the in-house label from ultra-chic London department store MATCHESFASHION. It first launched back in 2015 (I remember the buzz well) and over the past seven years they've continued, more or less under the radar, producing seasonless capsule wardrobe staples that industry insiders can't seem to get enough of. Think premium quality luxury buys, from grey cashmere knits to chunky wool or shearling coats, at reasonable, mid-range prices—and not a logo in sight.

Some pieces have gone recognisably viral—the oversized coats being the primary example, which have completely sold out over the last couple of winters after being purchased by so many influencers. Their point of difference from other, more fleeting, It buys though, is that those influencers are proudly wearing them again this winter as well—and on repeat, no less.

The cosy knits and premium denim have the same longevity (and pulling power). All in classic designs with the odd elevated detail thrown in. In fact, I feel like I can't currently open Instagram without seeing at least one outfit that includes a Raey coat, knit or pair of jeans. While Raey's light and airy summer basics are also incredibly chic, in my opinion it's these cold-weather buys that the brand does best. 

Keep scrolling to shop the best Raey coats, knits and boots fashion people probably don't want you to know about.

Up Next: How to build your 2024 capsule wardrobe.

This story was published at an earlier time and has since been updated.