Where All the Cool Girls Are Shopping

It's not Revolve—these brands are the fashion community’s best-kept secrets.

I don’t think I’ve ever felt cool in my life. To me, the coolest thing about someone I see as a ‘cool’ girl is the effortlessness and the mystique. I’ve never felt like I’m truly effortless and I’ve never been super mysterious. In fact, I’ve put more of my life and inner thoughts on the internet this year than ever before.

Even though I’ve never felt like a so-called ‘cool’ girl, I can clock one about a mile away. They have the coolest outfit, not necessarily trendy but more purposeful and natural. It looks like they just threw something on, but it looks phenomenal on them. Like Kate Moss wearing rain boots with her dress to Coachella—so fucking cool, but also it was so muddy in those photos, so of course she wore rain boots.

Now that I think about it, everything Kate Moss does is so cool-girl coded.

Cool girls have these pieces that always make you wonder, ‘Where did she get that?’. Lord knows she barely posts on Instagram, and when she does, she isn’t tagging the brand. I’m sure if you ask she would tell you it was vintage or maybe her grandmother’s, but on the off chance it's not one of those—it’s probably from one of these stores.

I’ve been building a list for a while of stores and brands that are only quietly talked about in the fashion community, like they are the best-kept secret. Brands and stores that feel like ‘if you know, you know’ for everything from closet staples, not-so-basic basics, summer pieces that feel like a vacation, and some stores for unique home scents.

I’ll stop rambling so you can get to exploring some of the coolest brands I know.

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