The Common Thread Running Through The Onanon Community

Each month, Onanon shines a light on one of the wonderful women in our community. We chat about what first drew them to buying second-hand, their earliest shopping memories, how their wardrobe has evolved over the years and, of course, the brands they return to time and time again.

As I looked back over these conversations, I noticed that although every woman has her own unique style and story, many of their favourite brands share a surprisingly common thread.

When asked 'What’s your go-to clothing brand?’ the same ones cropped up each time. TOAST. Oska. Plumo. COS. Folk. Muji. LF Markey. Beyond Nine. Margaret Howell. Agnès b. Poetry.

On the surface, they’re quite different brands. Some are British, some are Japanese or European. Some specialise in beautifully cut basics, others in relaxed dresses, practical outerwear or contemporary workwear. But the more I thought about it, the more I realised they all have something in common. And perhaps, so do the women who wear them.

None of these brands are really about chasing trends. They create clothes that quietly become favourites rather than making a big statement. The kind of pieces you reach for on an ordinary Tuesday, or when you want to feel like yourself. Clothes that are comfortable, well made and designed to last beyond a single season.

That feels very fitting for the women I’ve had the privilege of talking to.

They’re thoughtful, creative, curious women who seem far more interested in living well than keeping up. They value quality over quantity and there’s a sense of choosing with intention rather than simply consuming what’s new.

It’s also striking how many of these brands celebrate natural fibres and beautiful craftsmanship. Linen that softens over time, organic cotton, wool, thoughtful tailoring and timeless silhouettes. They’re not relying on loud logos or fleeting fashion moments. Instead, they focus on creating pieces that earn their place in your wardrobe and stay there for years.

Many of the brands also share a commitment to making clothes more responsibly. Some have impressive sustainability credentials, while others place a strong emphasis on quality, longevity and thoughtful production. None claim to be perfect, but they all seem to recognise that making clothes well matters.

I wonder if that’s part of the appeal.

The women I’ve interviewed don’t strike me as people looking to reinvent themselves every season. Instead, they seem to have developed a quiet confidence in knowing what they like. They’ve found clothes that suit their lifestyle, reflect their personality and allow them to get on with the more important parts of life.

There’s also a certain aesthetic running through all of these brands. Clean lines. Relaxed silhouettes. Beautiful fabrics. Understated colours. A blend of Japanese minimalism, Scandinavian simplicity and timeless British design. It’s an aesthetic that whispers rather than shouts.

Of course, everyone is different, and no one can be defined by the labels in their wardrobe. But I found it fascinating that so many women, coming from different backgrounds and working in completely different fields, were drawn to the same kind of clothing.

Perhaps it isn’t really about the brands at all. Perhaps it’s about what they represent.

Buying less, but buying better. Choosing things that are made to last. Finding beauty in simplicity. Wearing clothes that support your life, rather than demand attention.

It’s a quiet thread that runs through so many of the conversations I’ve had, and one that feels increasingly relevant in a world that often encourages us to want more. Sometimes, the most interesting connections reveal themselves in the smallest details.

More mini-profiles coming soon…