Lois Cardigan

White Stuff started in 1985, when two ski-mad friends sold printed t-shirts out of a car in the French Alps to fund their winters. What began as a way to pay for lift tickets grew into one of Britain's most-loved names, known for its colour, its prints, and a genuine sense of humour running through the whole collection.

The details are what make it. Contrast stitching, hidden embroidery, a small pop of colour where you least expect it — nothing shouts, but nothing is left plain either. The fabrics are soft and forgiving, built for real wear rather than a single season, cord trousers and jersey tops that only get better with washing.