A lot has changed in the world of independent retail since the last edition of Racked's Indie 38, our guide to the small businesses killing it in the world of fashion e-comm.
Favorites like Warby Parker, Steven Alan, and Nasty Gal have exploded (congrats, all!), making room for a new crop of superstars. A number of the best boutiques in cities from New York to Dallas to Seattle have beefed up their online presence, bringing their unique edits to the world wide web and landing them spots on the 2015 list.
Brands that sell directly and exclusively though their sites, like Reformation and Everlane, have been joined by a list of promising newcomers like The Arrivals and Proper Assembly. We've removed brands who wholesale to make room for this exciting rise in middleman-less retail.
So, without further ado, here are 38 of the very best indie shops on the internet.
Marshall Johnson for Anthom
Acrimony
Find men's, women's, and home goods here, where you can browse Rachel Comey shoes and Just Female tops alongside Prospector Co. shave creme and candles in nuanced scents ("crisp cedar and spicy-sweet frankincense peppered with balsamic notes and hints of citrus," for one).
Alekka
Traveling—and shopping—the world would be cool, but if you can't swing that lifestyle, Alekka's done the trekking for you. The site focuses on accessories and is shoppable by travel destination, from Miami to Mykanos, with a wide range of prices represented.
American Two Shot
This downtown New York boutique offers clothes and accessories for the colorful cool girl. Dusen Dusen and Timo Weiland are among the familiar names here, but there are tons of new brands to explore, including an in-house line flush with scalloped miniskirts and printed day dresses.
Ann Mashburn
Wife of menswear favorite Sid Mashburn, Ann Mashburn opened her Atlanta shop in 2010 as a feminine counterpoint to her husband's tailored preppy aesthetic. In addition to her own line of womenswear—shirt dresses, perfect white button-ups—the site also stocks classics like Petit Bateau and St. James. Consider it your indie answer to Kate Spade.
Anthom
Offering clothing, shoes, and accessories, this boutique (which has brick-and-mortar shops in NYC and Fairfax, VA) offers a high-low mix "that women can live in and subtly stand out." Buzzy new lines like Kaarem and Priory sit with cult faves like Samantha Pleet and Miista.
Catbird by Driely S. for Racked
Article&
Along with familiar brands like BB Dakota, Mink Pink, and Bing Bang, at least a third of the inventory at Article& is from designers we've never heard of—which is an indicator of how dedicated shop owner Laura Fieldbinder is to mixing things up. The perspective here is funky sophistication, and prices are agreeable, with much under $100.
Bell Jar
Shop it for handmade jewelry, tie-dye tops, and linen dresses that fall on the arty-boho side of crunchy, plus a great gift section. True to its SF roots, Bell Jar excels in not-boring, mid-weight outerwear and bottom options that are more exciting than basic skinnies.
Bird
A favorite Brooklyn destination with pieces that run the gamut from printed Marni totes to Isabel Marant eyelet tops and distinctive Robert Clergerie flatforms. Prices skew high, but there are always some creative under-$50 finds in the accessory and jewelry departments.
Bona Drag
Run out of a former funeral home in Milwaukee, Wisconsin, this e-shop is heaven for girls with slightly occult tastes—browse maxi dresses and gothy jewelry from designers like Lindsey Thornburg, Mara Hoffman, Pamela Love, and Zimmermann. They also have a badass Ceremonial Collection for when it's time for vows, non-traditional as you wish.
Catbird
This online shop, which sprouted from a Williamsburg boutique of the same name, is a go-to for delicate jewelry from a range of indie designer talents like Erica Weiner, Claire Kinder, and Winden, plus a house line that just keeps getting bigger and better. The ring selection is especially strong.
Need Supply Co.
Creatures of Comfort
This boutique's NYC and LA storefronts are must-shops if you find yourself in either city. If not, the online experience will certainly do, selling breezy Black Crane dresses alongside Acne boots and Kara bags. Its in-house line has been picking up steam, too; this season's hits include linen jumpers and block-heel suede sandals.
Eaton Trading Co.
Focused on quality makers with modern appeal, this Brooklyn-based e-shop stocks the kind of pieces you sink a little money into and wind up pulling out every damn day, like A.P.C. denim, WANT les Essentials de la Vie leather goods, and Dieppa Restrepo shoes.
Everlane
One of the early brands in the cut-out-the-middleman movement, Everlane has really grown beyond the basic tees it started out with. The company's shoe collection is especially good, with made-in-Italy leather loafers coming in under $200.
Kisua
This African e-store does most of its work in the continent, from sourcing design talent and textiles to manufacturing (with a focus on sustainable platforms, social impact, and healthy and safe work environments). The resulting pieces are bold, affordable, and Beyoncé-approved.
Madison Los Angeles
Easy-going but stylish California at its best, including a dedicated made-in-LA section featuring Raquel Allegra, Otis & Maclain, and LACAUSA.
No. 3
Mill
Expect effortless, well-made goods across a wide range of clothes, accessories, beauty—even dog collars—from this San Francisco-based boutique. Easy, free-fitting dresses by brands like Apiece Apart and Makie are complimented by skinny gold rings and no-nonsense Birkenstocks in sleek black and white.
Myrtle
This LA shop specializes in the work of independent female designers like Whit, Atelier Delphine, and Kain. Pieces that are cool but still make you feel pretty are par for the course here, with thoughtful details like "a lot of functional pockets and bra strap-friendly tops," as the store notes.
Need Supply
Like many of our favorite online shopping destinations, Need Supply started as an independent local shop and eventually expanded to the internet. Based in Richmond, the site has a modern feel and affordable price tags (the jewelry and bags are especially great). Stuff tends to sell out really fast, though, so if you like something, jump on it.
No. 3
Delicate but modern jewelry is in good supply here, including Wwake's opal rings, Gabriel Artigas's tusk earrings, and a bridal selection that's equal parts gorgeous and unique, with incredible styles by Anna Sheffield, Jennie Kwon, and Maniamania.
Otte
No. 6
The online outpost of this beloved New York boutique offers the brand's perfect clogs—in sandal, boot, and mule form—as well as its own clothing line, rich with easy dresses and cool-girl swimwear. Rounding out the relaxed-but-stylish mix are like-minded brands like Objects Without Meaning and dozens more you haven't heard of—yet.
Oak
This NYC-based boutique does an incredible job keeping black, asymmetrical things relevant. Ann Sophie Back dresses, LD Tuttle boots, and Won Hundred jackets are among the finds, enhanced by a comprehensive namesake collection of wardrobe staples that are just-beyond-basic.
Of a Kind
Of a Kind knows which designers to watch out for before anyone else does, and has them create limited-edition capsule collections. This is basically afoolproof place to lock down a thoughtful gift, especially in the home and accessory departments. They've recently added a permanent selection, too, so you can shop cool brands like Nikki Chasin or Dusen Dusen all the time.
Otte
Otte began as a shop in Brooklyn in 1999 and has now grown to five NYC locations—each curated by unique neighborhood—plus an awesome e-shop. Find a wearable edit of brands like Carven and 3.1 Phillip Lim in the store's mix of established and emerging designers. Be sure to check out the store's own line, which offers pretty tops and dresses that take little styling effort.
Pixie Market
A must-check for inexpensive, trend-focused clothing and shoes (like Nasty Gal, but based in New York and run by a cool French and Cuban duo). While there are a couple of high-end items, there are dozens, if not hundreds, of unique dresses, blouses, and bottoms for under $100.
Reformation
Proper Assembly
Launched in 2014, this unisex bag line was founded by a pair of friends looking to make a more refined gym sack. They accomplished that with their stylish Cinch bag, and have since added a laptop-sized backpack, a duffle, a collapsible tote, and a pouch to the lineup, all done in pretty, durable fabrics with luxe little details like edge-painted seams (not something you usually see at this price point). They work with The Adventure Product to help fund a medical-supply entrepreneur project with proceeds from the line.
Reformation
In its own words, Reformation "makes killer clothes that don't kill the environment." The eco-conscious brand is totally transparent about material sourcing, water consumption and CO2 emissions in used in producing each garment (made in LA, by the way), and manages to make the whole ordeal quite sexy, with backless dresses, high-slit maxi skirts, and floaty silk tops in the mix. New merch drops every other week, with the majority of product ringing in between $50 and $200.
Roseark
A West Coast emporium dedicated to the most beautiful jewelry imaginable, from statement-making necklaces to ultra-delicate rings. Proprietor Kathy Rose knows the landscape like no one else, and stocks up-and-comers like Lebanese designer Noor Fares next to success stories such as Jacquie Aiche.
Rue Gembon
This costume jewelry shop is where to turn when you've exhausted (or outgrown) BaubleBar. Styles tend to be on the bolder side—picture crystal ear cuffs and an entire section of "hand bracelets"—and are organized by type as well as by trend, with most everything ringing in under $100.
Shop Super Street
An easy-to-wear edit of buzzy brands with bold looks like ASSK, Jenni Kayne, and Kenzo. The price range is wide, starting low with inexpensive streetwear lines and reaching up to runway Moschino.
Swords-Smith
Stanley Korshak
This high-end Dallas shop brings its designer magic online, serving up serious fashion in the form of Fendi, Valentino, and Lanvin. True to its southern roots, the edit tends to be colorful and print-happy.
Swords-Smith
This Brooklyn-based shop has a knack for international brands that will catch everyone else's eye in, like, two years (they were one of the first places we noticed to carry Samuji, Risto, and K/ller, for example).
TenOverSix
Founded in 2008 as an LA boutique, TenOverSix has expanded to become one of our favorite e-commerce destinations. With a mix of indie brands—A.P.C., Imago-A, Peter Jensen, Kaelen—as well as its own TenOverSix line, the site takes pride in "subversive" fashion. It also offers original art and home goods, complete with the requisite rebellious twist.
The Arrivals
This outerwear newcomer was started by an architect, and expertly melds form with function. Each piece is loaded with smart design details, like a removable thermal-insulated vest liner for a matte leather biker, and is done in cool fabrics like waterproof-suede. Because the site sells direct to consumer, all that goodness rings in at an affordable rate.
The Dreslyn
Offering only the coolest pieces from contemporary designers such as Helmut Lang, L'Agence, R13, and Rachel Comey, this online-only store offers an endless stream of ideas for wearing black and white, year-round. In addition to women's clothes and accessories, there's a home section with equally sleek tabletop, stationery, and art finds.
The Line
The Line
Brought to you by fashion insider, stylist, and Joseph Altuzarra muse Vanessa Traina, The Line is a beautiful collection of high-end, minimalist design. Stock is divided into three sections—fashion, home and beauty—all tied together by quality level and timeless appeal. The selection includes both the known, like Rodin's coveted oils, and the unknown, such as Protagonist clothing and Creed and Gow decor.
The Rising States
A sense of playfulness runs through merch here, from a royal blue Nikki Chasin dress with tonal tassels to a pair of pearlized leather Loeffler Randall slides. The product photography is huge and detailed, so you can get a real sense for the considered designs.
Totokaelo
This Seattle boutique kills it in the realm of graphic, architectural clothing and accessories (Henrik Vibskov dresses, Rick Owens sandals, and Illesteva sunnies). The store also has a selection of restrained but beautiful home goods, offering gorgeous hand-died pillows by Shabd and modular porcelain tea pots made in Japan.
VFiles
Technically, VFiles is a social network (more on that here), but its shoppable element can't go un-noted. Hood by Air and Moschino are among some of the bigger names, but the real gems are the international, emerging lines you haven't heard of yet but probably have seen on Rihanna—one of many tastemakers in the extended VFiles "fam."