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This week, we dive into emerging brands that echo the clean lines, timeless cuts, and elevated basics you love from COS, ARKET, and Massimo Dutti, but with their own twist.
Why We Still Love COS, ARKET and Massimo Dutti
Before we start, let’s give credit where it’s due.
- COS has become the epitome of quiet luxury in everyday wear. Its inclusion in The Lyst Index alongside Loewe and Miu Miu proves its cult status.
- ARKET, the minimalist brainchild of the H&M group, is finally opening doors in Vienna. It’s a go-to for timeless, quality essentials.
- Massimo Dutti, the refined cousin of Zara, continues to win hearts with its polished, European elegance.
But if you’re looking to explore something new, here’s your curated guide to brands that deliver the COS aesthetic, with a twist.
6 Alternative Brands for COS, ARKET & Massimo Dutti You Should Know About
1. A Day’s March – Swedish Everyday Minimalism
@ADay’sMarch
Based in: Sweden
Best for: Elevated wardrobe basics for men and women
A modern take on utilitarian design, A Day’s March offers clean silhouettes and refined staples. Named after a military term—how far an army can march in one day—the brand makes clothes built to last through life’s highs and lows. Expect neutral palettes, high-quality fabrics, and Scandinavian simplicity.
2. GAI+LISVA – Sustainable Feminine Basics
@Gai+Lisva
Based in: Denmark
Best for: Soft essentials and women-led sustainability
Founded by women, GAI+LISVA creates delicate, durable pieces designed to be worn over and over again. Their collections combine mindfulness, comfort, and sustainability, making it one of the most thoughtful COS-like brands on the market—especially for soft layers and loungewear.
3. Aligne – Modern Workwear for Women
@Aligne
Based in: UK
Best for: Contemporary tailoring and bold minimalism
Aligne is where bold meets wearable. Their structured silhouettes and commitment to conscious fashion make them a smart option for anyone who wants the COS look with a pop of colour or asymmetry. Feminine but sharp, just like your wardrobe wants to be.
4. Insis Femme – Seasonless, Genderless, Timeless
@InsisFemme
Based in: Global
Best for: Conceptual, minimalist fashion
With a name derived from “insist”, Insis Femme is about rejecting fast fashion’s timeline. This brand offers clean, seasonless clothing for all ages and identities—perfect for fans of COS who want something slightly more experimental yet just as versatile.
5. Studio Nicholson – Elevated Everyday Uniforms
@StudioNicholson
Based in: UK
Best for: Fabric-first fashion and architectural shapes
Studio Nicholson is minimalism with an edge. Founded by Nick Wakeman in 2010, the brand focuses on structure, quality, and muted elegance. Think of it as COS on couture training. If you’re a fan of Japanese tailoring or love The Row but not the price tag, this one’s for you.
6. Marle – Refined Natural Materials
@Marle
Based in: New Zealand
Best for: Eco-conscious wardrobe staples
If you’re into neutral tones and tactile fabrics, Marle will feel like home. Every piece is rooted in sustainability, with a strong focus on form, function, and natural fibres. Like COS, but softer, more romantic, and perfect for those slow, intentional days.
Final Thoughts: The Best COS Alternatives for a Smarter Wardrobe
COS, ARKET, and Massimo Dutti will always be part of our fashion vocabulary, but there’s a whole world of indie brands delivering the same aesthetic with more purpose, more sustainability, and often, more originality.
Whether you’re updating your capsule wardrobe or just want to explore new fashion voices, these alternative brands for COS are definitely worth discovering.
Feature Image @Aligne 📸@buffys__