If your wardrobe is 70% Uniqlo, you’re not alone. Affordable, inoffensive, and occasionally excellent (see: the U line), it’s the gateway drug to a life of capsule wardrobes, clean lines and neutral tones. But there comes a time – probably after your third Supima T-shirt restock – when you start wondering what’s next. The good news? There are plenty of brands like Uniqlo that offer the same flavour of simplicity and functionality, just with a little more bite.
Whether you’re after elevated staples, independent thinking, or a few more grams per square metre, these are the brands worth exploring.
ASKET
For those who’ve worn Uniqlo’s Supima tees into the ground and now want something that holds its shape after a hundred washes, ASKET is the natural next step. Based in Stockholm and entirely uninterested in trends, ASKET offers a permanent collection of wardrobe essentials – tees, shirts, trousers, outerwear – all made transparently, priced fairly, and designed to disappear into your everyday life. No logos, no slogans, no hype. Just grown-up, minimalist clothing that does what it says on the tin.
ISTO
ISTO is what happens when you apply a slow fashion mindset to the Uniqlo formula. Based in Lisbon and producing everything in Portugal, it keeps things small and focused: button-downs made from organic cotton, perfectly weighted T-shirts, sharply cut trousers. There's no seasonal fluff, no empty branding, just high-quality versions of the kind of clothes you already wear every day. A label for people who like the idea of a capsule wardrobe, but don’t want to look like they’re trying.
Muji
It’s easy to overlook Muji’s clothing in favour of its pens, notebooks and oddly satisfying storage boxes. But if you’re drawn to Uniqlo for its simplicity and price point, Muji deserves a second look. It trades in unfussy, practical garments made from natural fibres: slouchy knits, soft cotton basics, and easy-fit shirting in colours that feel like they’ve been gently sun-bleached. The cuts tend to favour relaxed, boxy silhouettes – less tailored than Uniqlo, but perfect for a quiet life.
J.Crew
Once the patron saint of American prep, J.Crew has been through its ups and downs – but in its essentials, it remains rock solid. If Uniqlo is your go-to for everyday basics, J.Crew offers a similar proposition with a slightly more collegiate flavour: garment-dyed tees, soft-washed Oxford shirts, chinos that feel like they’ve been broken in before you buy them. It’s not the brand it was in the menswear heyday of 2010, but for quality staples at a decent price, it still delivers.
Norse Projects
Norse Projects feels like the Uniqlo U line’s older, more design-literate brother. It fuses Scandinavian minimalism with utilitarian details and technical know-how: weatherproof outerwear, dry cotton shirts, merino wool beanies that don’t itch. It’s smart but never flashy, functional without being dull. The kind of brand that quietly becomes your favourite because it gets the basics right – and makes a rainproof overshirt feel like an investment rather than a concession to the weather.
WAHTS
If your idea of luxury is a hoodie that feels like brushed cashmere and sweatpants you could plausibly wear to a dinner party, WAHTS is worth a look. This Dutch brand specialises in elevated loungewear and off-duty staples made from technical, travel-friendly fabrics. The aesthetic is minimalist and neutral, but the details – premium zips, structured collars, invisible pockets – push it into grown-up territory. It’s sportswear for people who rarely break a sweat.
LESTRANGE
Where Uniqlo offers infinite options, LESTRANGE takes the opposite approach: fewer pieces, done better. Its modular wardrobe is built around a tight edit of essentials – tailored sweatshirts, structured tees, smart drawstring trousers – all made in Europe using organic or recycled materials. Everything is designed to work together, which makes getting dressed in the morning feel strangely efficient. It’s clean, smart, quietly luxe – like the inside of a well-kept hybrid SUV.
Sunspel
A name that tends to surface when people talk about the “perfect T-shirt”, Sunspel is one of the UK’s best-kept secrets in men’s clothing. Established in 1860 and still made in the Midlands, the brand takes everyday staples – polos, boxers, sweatshirts – and refines them to their logical conclusion. The materials are peerless, the fits are classic without being dull, and there’s a comforting sense of permanence to everything. It’s what happens when basics grow up, get a job, and start buying better shoes.
A.P.C.
A.P.C. has always been about restraint – which makes it an easy step up from Uniqlo for those looking to invest in a little Parisian polish. The brand made its name with raw denim, but its wider collection is just as strong: clean knits, softly structured outerwear, and the kind of shirting that works in any setting. It’s minimalist, yes, but never sterile – always with a faint whiff of cool, as if it might play bass in an indie band in the 16th arrondissement.
NN07
Copenhagen label NN07 – short for “No Nationality” – is quietly building a cult following for its polished, globally-minded approach to modern basics. Think soft tailoring, crisp shirting, relaxed knitwear – all in subtle tones and flattering fits. It’s not trying to reinvent menswear, just doing the fundamentals better than most. If Uniqlo is the starter kit, NN07 is what comes after you start caring about seam finishes and fabric sourcing.
Beams Plus
Beams Plus takes classic American menswear – Ivy League, military, workwear – and filters it through a Japanese lens. The result is meticulous, characterful, and full of quiet design flourishes: perfect button-downs, vintage-inspired knits, fatigue trousers with just the right taper. It’s more stylised than Uniqlo, yes, but still rooted in the same idea that well-made basics are the backbone of a good wardrobe. Think Paul Newman at a Tokyo train station.
CLOSED
Founded in Germany with Italian production and French design sensibilities, CLOSED is a European mashup that manages to feel effortlessly cohesive. Its denim is superb, but the wider collection of easy tailoring, outerwear, and pared-back knitwear is just as strong. There’s a quiet elegance to it all – nothing screams for attention, yet everything feels considered. It’s what you graduate to when you want your clothes to whisper “well put together” rather than shout it.
Folk
Folk has been a mainstay of the London menswear scene for years – and with good reason. Its clothes are simple, wearable, and always come with a subtle twist: a textured fabric here, an unexpected seam there. The palette is muted, the fits relaxed, the vibe somewhere between artist and architect. For fans of Uniqlo who want to add just a touch more character to their basics, Folk is a reliable first stop.
Universal Works
Founded in Nottingham and inspired by British workwear, Universal Works is what happens when you take utility seriously – but also care about good trousers. The silhouettes are relaxed, the fabrics often textured or washed, and there’s a deep appreciation for honest, functional design. It’s a little more rugged than Uniqlo, a little more soulful. The kind of brand that makes you want to roll up your sleeves, even if the closest thing you do to manual labour is unloading the dishwasher.
Form & Thread
A relatively young label, but one that understands what men actually want to wear: simple, well-cut clothes in great fabrics, at prices that make sense. Form & Thread trades in premium essentials – loopback sweats, overshirts, relaxed trousers – with an emphasis on traceability and clean design. It’s not flashy, but it’s quietly excellent. The sort of brand you find yourself recommending to friends after they ask, “Where did you get that?”
Wax London
Wax London blends the comfort and wearability of Uniqlo with a touch more flair: Cuban collars, textured fabrics, relaxed tailoring in muted jewel tones. It’s still rooted in everyday wear, but there’s a looseness to it – a suggestion that you’ve got better things to do than worry about your outfit, but you’ve nailed it anyway. Not flashy, not boring – just a little more grown up.
Next up: Sick of your sandals? Try these Birkenstock alternatives instead.
