If your saved folder is full of the outfits of understated icons like Rosie Huntington-Whiteley, The Olsens and Katie Holmes, it’s more than likely you’ve seen your fair share of the minimalist brand that needs no introduction—Toteme. Everyone from influencers to editors either owns or has been inspired by the Danish brand whose fresh take on quiet luxury has lead to a cult following and several internet-famous pieces.
After gaining notoriety as a go-to destination for pared-back pieces that fall perfectly into the “hushed luxury” bracket, the brand has gained significant traction over the past few years, and when Who What Wear UK’s deputy editor Maxine Eggenberger made her first Toteme purchase last summer, we all gathered around to coo over the quality and construction of such a delicious buy.
But you don’t need to be a die-hard minimalist to be taken in by all things Toteme. The eagle-eyed amongst you will have spotted the brand’s take on logomania, with its monogram co-ord all over Instagram over the last couple of years. And there’s also plenty of prints and graphic florals for the statement dresser who likes to stand out from the crowd. In short, there’s something for everyone, but it’s the brand’s commitment to sustainability that scores points, and in standing for long-lasting style and a slow and edited approach, its ambition is for customers to shop less, but shop smarter. And who wouldn’t agree with that?
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