The Rainy Days
The Rainy Days sells British-designed raincoats, waterproof bucket hats and pack-away ponchos priced £65-£140, sitting in the mid-range bracket between fast-fashion and premium outerwear. The entire catalogue is sold exclusively through its own site, therainydays.co.uk, with free UK delivery and periodic archive sample sales.
The brand’s USP is fashion-led weatherproofing: every piece uses fully-taped seams, recycled PU or PFC-free coatings and comes in a signature colour-block palette updated each season. Their best-known “Original” unisex raincoat folds into its own back pocket, ships in a matchbox-style tin and has become a recognisable staple on UK university campuses.
Core buyers are 18-35 year-old city dwellers and festival-goers who want weather protection without “outdoor” styling; sustainability, gender-neutral fits and Instagram-friendly colourways are key motivators. Customers typically value affordable design credentials over technical mountain performance.
They compete with Scandinavian rainwear labels, high-street fashion chains’ seasonal mac ranges and direct-to-consumer technical-lite brands. Differentiation comes through British design identity, playful colour stories, recycled material commitments and a single-product focus that keeps prices below heritage outdoor names while offering better waterproof assurance than fashion-only retailers.
British design that keeps you dry without looking like a hiker
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Holly and Beau
Holly and Beau specializes in children’s rainwear and outerwear, selling color-changing rain coats, jackets, wellies, and umbrellas sized 18 m–10 y. Prices sit in the mid-range bracket: coats £55–£65, boots £40, umbrellas £20. The brand is DTC-first through hollyandbeau.com and Amazon, with selective wholesale placement in up-market department stores and boutiques across the UK, EU, and US.
The label’s signature is hydrochromic ink that reveals hidden prints when fabric gets wet, then disappears as it dries; the technology is patented in both the EU and US. Every piece is seam-sealed, windproof to 5,000 mm, and free from PVC, PFAS, and formaldehyde, positioning the line as “magic” yet responsibly made. The Rainbow Dinosaur and Fairy Garden coats are perennial bestsellers and frequent gift-guide features.
Core buyers are design-conscious parents aged 25–45 who want weather-proof gear that sparks imaginative play and photographs well for social media. They value sustainability certificates, gender-neutral palettes, and the story-telling element that turns a rainy school run into entertainment; 70 % of site traffic comes from Instagram and Pinterest.
Holly and Beau competes in the premium children’s rainwear segment dominated by Scandinavian heritage brands and character-licensed macs. It differentiates through proprietary color-reveal tech, lighter-weight recycled fabrics, and British-centric whimsical artwork rather than minimalist Nordic styling or cartoon IP, allowing it to command novelty appeal without fast-fashion pricing.
Rainy days reveal hidden magic that sparks joy and Instagram moments
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Monterrain
Monterrain is a UK-based menswear label focused on technical outerwear, fleece mid-layers, cargo trousers and knit basics. Pieces run £60-£220, placing the brand in the mid-range bracket between fast-fashion and premium streetwear. Sales are currently online-only through monterrain.co.uk with periodic drops announced on Instagram.
The brand positions itself as “outdoor kit for the city,” translating mountaineering fabrics—rip-stop nylons, DWR coatings, recycled PrimaLoft—into muted, urban silhouettes. Signature items include the 3-pocket “Tracker” jacket and zip-off “Phantom” cargo pants, both restocked in seasonal colourways that routinely sell out within days.
Core buyers are 18-35-year-old UK males who skate, ride or commute and want gear that performs on a bike yet looks clean in a bar. They value function-first design, small-batch scarcity and a price point that undercuts designer tech-wear without sacrificing fabric credibility.
Monterrain competes in the crowded “tech-street” niche alongside labels that repurpose alpine materials for daily wear. It differentiates by keeping collections tight, photography gritty and prices accessible, while offering British sizing and next-day domestic shipping—advantages European or US competitors rarely match.
Mountain-grade gear that actually works in the city
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Moodytiger
Moodytiger sells performance and everyday activewear sized 2-14 years: leggings, shorts, tees, sweatshirts, swim, outerwear and accessories. Prices sit in the mid-range (US $25-80 per piece) and the label is sold direct-to-consumer through its global e-commerce site plus a small network of pop-up stores in Hong Kong, Singapore and mainland China.
The brand formulates its own four-way-stretch “B-Flex” and “M-Dry” fabrics that are UPF 50+, quick-dry and chlorine-resistant while remaining cotton-soft. Signature releases such as the “Wonder” leggings and “Cloud” down jackets are promoted as “stretchy enough for cartwheels, tough enough for skate parks,” and every collection is wear-tested by child focus groups before launch.
Core buyers are 4-12-year-olds whose parents want gym-to-street clothes that survive rough play and frequent washing without losing shape or colour. The aesthetic is minimalist brights and tonal logos, appealing to design-conscious parents who value freedom of movement, sun safety and tag-free comfort for sensitive skin.
Moodytiger competes in the crowded “athleisure for kids” space dominated by global sportswear houses and fast-fashion chains. It differentiates through kid-specific fabric engineering, smaller-batch colour drops released year-round rather than seasonal lines, and marketing that shows real children climbing, skating and dancing instead of posed studio shots.
Built for cartwheels and skate parks, loved by thoughtful parents everywhere
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Kiniki
Kiniki sells men’s underwear, swimwear, and basics—briefs, boxers, thongs, bikinis, tan-through swim briefs, and tops—priced £10-£30 per piece, putting the label in the mid-range bracket. Everything is designed at their Staffordshire studio and sold exclusively through kiniki.com, which ships worldwide from the U.K.
The brand’s signature is the patented “Tan Through” fabric: a lightweight, quick-dry knit that lets roughly 80 % of UV rays pass, eliminating tan lines while remaining opaque when worn. They also promote all-day comfort with flat-lock stitching, four-way stretch, and vibrant in-house prints cut on-site to order; custom sizing and small-batch drops keep the range refreshed weekly.
Core buyers are image-conscious men aged 25-45 who holiday, sun-bed, or swim regularly and want minimal tan lines without going nude. The label appeals to body-confident, style-curious customers who value British design, technical fabrics, and discreet online convenience over mainstream logos.
Kiniki competes with fashion-forward underwear labels and performance swim brands, differentiating through proprietary tan-through technology, small-batch U.K. production, and a direct-only model that keeps prices lower than premium designer equivalents while offering faster turnaround and customization than high-street chains.
Designed in Staffordshire, worn without tan lines anywhere
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Puliwear
Puliwear sells lightweight, quick-dry travel and outdoor apparel for men and women, led by its trademark rip-stop “Puli” pants, shorts and shirts. Prices sit in the mid-range bracket: pants USD 69-89, shirts USD 49-59, with occasional bundles discounted online. The brand is digital-native, shipping worldwide from its U.S. warehouse and operating no brick-and-mortar stores.
The label’s core promise is packable comfort: every garment folds into its own pocket, weighs under 250 g and carries a UPF 50+ rating. Reinforced seams, stretch waistbands and hidden security zip pockets are standard, while seasonal drops add earth-tone or limited-print colorways that routinely sell out within days.
Core buyers are 25-45-year-old urban professionals who take 3-5 short-haul trips a year and want one wardrobe that transitions from airplane cabin to hiking trail to casual restaurant. They value minimal luggage, wrinkle-free performance and discreet styling that avoids overt “tech-wear” branding.
Puliwear competes in the crowded travel-apparel space against heritage outdoor labels and direct-to-consumer athleisure startups. It differentiates through lighter fabric weights, true pack-into-pocket engineering and a narrower assortment that keeps inventory turns fast and prices below premium mountain-heritage brands while offering more refined cuts than bulkier adventure trousers.
Pack your whole life, leave your luggage behind
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southfaces
Southfaces is an online-only retailer that sells sun-protective outdoor apparel and accessories for men, women, and children. Core categories include UPF 50+ shirts, hoodies, boardshorts, wide-brim hats, and neck gaiters priced in the mid-range bracket—most garments fall between $35 and $75. The catalog is rounded out with beach gear, quick-dry towels, and small travel bags, all sold exclusively through southfaces.com and shipped from their North Carolina warehouse.
The brand’s identity rests on dermatologist-approved fabrics that block 98 % of UV rays while remaining lightweight and salt-water resistant. Every textile is third-party tested, and each product page displays the UPF rating plus wash-durability data, a transparency step few competitors provide. Their “Coastal Collection” of striped performance shirts and color-blocked sun hoodies is the bestseller and frequently restocked in limited seasonal color drops.
Customers are coastal residents, boaters, anglers, and vacationing families who want technical sun protection without the neon surf-shop aesthetic. Buyers value skin-health practicality first, then appreciate the subdued earth-tone palettes and tag-free comfort seams that let the pieces double as everyday resort wear. The brand’s blog on melanoma prevention and reef-safe sunscreen reinforces a health-conscious, eco-aware lifestyle.
Southfaces competes with mainstream activewear labels that add UPF as a secondary feature and with high-end surf brands that charge premium prices for similar protection. It differentiates by focusing solely on UV-blocking gear, keeping prices below premium surf labels, and offering inclusive sizing up to 4X with free U.S. shipping and 60-day returns, perks rarely matched in the specialty sun-wear niche.
Sun protection so good, you'll forget you're wearing it
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Farandwild
Farandwild.com is a UK-based, online-only retailer that curates outdoor, travel and everyday gear for women, men and kids. Core categories include insulated jackets, merino base-layers, recycled-fabric backpacks, trail footwear and low-waste camping accessories, all stocked in sizes XXS-3XL. Price points sit in the mid-range: insulated jackets £120-220, backpacks £40-110, accessories £12-45, with seasonal archive sales at 30-50 % off.
The company positions itself as “planet-first adventure outfitters”; every product page lists verified sustainability credentials—bluesign fabrics, PFC-free DWR, recycled down, B-Corp supply partners—and the site offsets delivery emissions through Highland re-wilding projects. Its best-known lines are the 100 % recycled “ReDown Parka” and the modular “TrailFlex” backpack system that swaps 10-litre inserts for hiking, biking or commute use.
Customers are 25-45-year-old city dwellers who escape to hills or coast at weekends and want kit that performs but aligns with low-impact values. They favour neutral palettes, gender-inclusive fits and repair-over-replace culture; the brand’s free lifetime repairs programme and trade-in resale portal reinforce that mindset.
Farandwild competes with mainstream outdoor chains and niche eco-gear start-ups by combining technical credibility (3-layer waterproof ratings, mapped insulation) with radical transparency—publishing cost breakdowns, factory photos and impact audits for every SKU—while staying below premium alpine price tiers.
Gear that takes you further without leaving the planet behind
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