41 Online Boutiques That Are Better Than Shopping IRL
Grab the latest and greatest fashion pieces from the comfort of your couch.
It was only a matter of time before online retail sales would exceed those of brick-and-mortar shops. And at this point, after spending plenty of time on our computers doing, well, everything, there’s no doubt we’ve become full-blown online shopping pros. We get it—nothing beats the convenience of clicking through a website and the satisfaction of getting a stylish new piece delivered straight to your door.
Whether you’re adding to cart via Instagram or you drunkenly bought a vintage Chanel jacket and a dolphin necklace from your bed at 2 A.M. (no regrets), shopping online is so damn simple. While major e-commerce sites like Amazon and Nordstrom still dominate as some of the best online shopping sites, it’s worth bookmarking the unsung indie boutiques, direct-to-consumer brands, and little-known labels that offer something different from the normal retailer.
Scroll down to shop some of our favorites below.
Sincerely, Tommy
Sincerely, Tommy is where all your cool Brooklyn friends flock. The IRL coffee and fashion store is decked out in concrete and decorated with modern sculptures and plants you can’t name. The shop sells an affordable in-house label alongside indie brands like Gauntlett Cheng, making it a one-stop shop for all your high-low needs. These days, its website is more accessible than its Bed-Stuy storefront, but the experience is equally peaceful (you will, however, miss out on its excellent matcha lattes and attractive baristas).
Cafe Forgot
Cafe Forgot picks up where Opening Ceremony (RIP) left off. The Lower East Side shop highlights designers you’ve definitely never heard of—seriously, some of its brands don’t even have websites yet. That’s because the founders, Vita Haas and Lucy Weisner, seek to uplift indie brands they scour from Instagram, design school, and elsewhere for styles that fit “a DIY aesthetic and a quasi-punk ethos.”
W Concept
Sure, it’d be great to fly to Seoul to discover all the amazing brands based in Korea. Shopping at W Concept is your second best bet. The site has over 1,000 independent designers, so set a few hours aside to mindlessly scroll through its excellent selection of clothing, accessories, and footwear.
Mirror Palais
Mirror Palais is known for having a site where almost everything is sold out. But with a fan base including Dua Lipa and Bella Hadid, it only makes sense. The New York-based brand makes extra high crop tops, ’90s bikinis your hot mom would have worn (and rocked), and more ultra sexy pieces that disappear from your cart as soon as you add it (so think fast).
Maimoun NY
Maimoun is almost too cool, but welcomes you with open arms. Actually. The name is derived from the Persian word “meh-moun,” meaning “the company or guest(s) who are invited to visit your home for a gathering.” Virtually stop by and make yourself comfortable while you shop from beautiful selects, including Instagram’s favorite tapestry corset or undular ceramics made by New York-based artists.
Gimaguas
There’s more to Gimaguas than summery resort wear, but we’d be wary of packing for a vacation without peeking at the brand’s website. Founded by twin sisters Sayana and Claudia, the shop offers modern interpretations of glamorous ’70s beach style, made in collaboration with NGOs in Senegal, Nepal, and elsewhere abroad.
BaubleBar
If you like your jewelry loud, colorful, and most importantly, plentiful, make sure you check out BaubleBar. It has limited styles sold at retailers like Bloomingdale’s, but its own site has so much more to offer. With the exception of its newly launched fine jewelry collection, most of its styles fall under $50. You’re bound to get all the compliments without breaking the bank.
Lisa Says Gah
Become a master of easy dresses and print clashing alike with Lisa Says Gah. The retailer mixes together campy brands like The Holiday with Mara Hoffman for an edit of designers and styles that is bound to put a smile on your face.
The Frankie Shop
If you love Old Celine, you’ll love Frankie Shop, and you’ll really love its budget-friendly clothes. The NYC-based site curates its in-house label alongside contemporary brands like Rachel Comey and LOQ. Make sure you follow its Instagram too, for a muted palette to inspire you in fashion, home décor, and more.
Everlane
If you’ve ever tried visiting one of Everlane’s seven brick-and-mortar shops, you know all too well that a line is usually waiting out the door. Its eco-friendly, socially conscious clothes are worth the wait, but we prefer shopping via its easy-to-navigate, fully-stocked website instead.
Koi Bird
Koi Bird is a concept store that, simply put, is fun. It changes its theme seasonally, running anywhere from Venice Beach vibes to exploring Lagos Fashion Week. You’ll discover new brands on the daily, making it hard not to frequent this site. We recommend bookmarking this one ASAP.
T.A. New York
This concept store is deftly curated by a fashion industry vet. Launched in May 2020, it highlights brands handpicked from Tbilisi to South Korea to Los Angeles by owner Telsha Anderson. Look to T.A. New York for up-and-coming designers you should be paying attention to.
House of Sunny
For the maximalists on there, House of Sunny has your back. And your wallet. The label aims to bring you statement pieces designed in-house from its East London base, but at prices that aren’t nearly as shocking as these zebra print jeans and faux fur-trimmed cardigan, for instance.
The Folklore Marketplace
The Folklore is here to bring you a platform that brings together what the African diaspora has to offer and allows you to shop directly from each label’s website. From brands like Christopher John Rogers and Heron Preston, think of The Folklore Marketplace as a library for creatives to keep on tab.
The Last Line
If you like your diamonds with a dash of playful energy, bookmark The Last Line. This L.A. label gives each piece a heavy dose of charm—literally. Think: 14k peace sign pendants, flower earrings decked out in sapphires, and more colorful gems to invest in.
Union
Slowly graduating from traditional street style means that you’re probably trading in kicks for loafers and screen tees for camp shirts, but that doesn’t mean you’re not still eyeing both aesthetics. That’s where Union steps in. As one of the first hubs of high street style, the shop offers brands like Bode and Brain Dead. Get you a store that can do both.
Musier
Musier is beloved by influencers and non-influencers alike. It interprets effortless Parisian style for the masses, and the end result is everything we want to wear right now. That includes this strappy midi skirt we’ve been seeing all over our grids.
WELL(UN)KNOWN
Consider WELL(UN)KNOWN that one friend who knows all the hottest brands. The retailer is all about exposing customers to emerging labels, including industry darling John Elliot, jewelry designer Mara Paris, and more.
Pixie Market
What started as a small shop in the Lower East Side of Manhattan has turned into an online trove of affordable sartorial treasures. Pixie Market has something for everyone, whether it’s minimalist ’70s clothing or $20 gold hoops. Its tight edit of on-trend clothes is unbranded, high quality, and priced fairly—rarely does an item exceed $150. But if you see something, get it quickly, because items are known for selling out fast.
Artizia
Aritzia is one of our go-to brands for everyday essentials, but its IRL stores can be overwhelming, if we’re being honest (though the sales girls are incredible!). Shopping the website means you can bypass wandering aimlessly (and avoid the group fitting rooms and hectic sale racks).
Justine Carreon is the market editor at ELLE.com covering fashion, Dutch ovens, and fashion again. When she isn’t approaching style through a modern, accessible lens, she’s scouring eBay for vintage Levi’s and pretending she knows how to surf. Before joining ELLE.com in 2015 she worked as a freelance writer and stylist in New York City.
Dale Arden Chong is the Senior Fashion Commerce Editor at ELLE.com. Previously, she was an editor at MensHealth.com and has written for Who What Wear, GLAMOUR, The Coveteur, and more. She loves fashion, food, and art, among other things—but her greatest love is K-pop idol V of BTS.
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