The market gap of Elevated Basics
Today, we’re channelling our inner Matilda Djerf.
Elevated Basics, I know what you’re thinking, a white t-shirt is so boring. But they do not have to be, there’s a reason they have been around for so long, because they work. We are now seeing a rise in the elevated basics trend, with one of the main driving forces being ✨sustainability✨.
It’s fair to say that having a “basic” wardrobe is one of the most versatile and long-lasting styles, these basics have not gone out of style before, and we can confidently say we don’t think they’re going anywhere for a while.
Look at capsule wardrobes for example, by using basics they can create a wardrobe with over 30 different looks with just a handful of garments. It is often a misconception that to have lots of outfits you need lots of clothes, that is often because the clothes are statement pieces and due to being so ‘loud’ people tend to wear them once or occasionally to not look like they’re “outfit repeating” (which is a whole other issue in itself…). Having a wardrobe of basics means that usually everything matches with pretty much everything, think of blazers and trousers, could be worn together, or the blazer with a dress, or skirt, or jeans, and the trousers with a shirt, or jumper, or crop top, there tends to be way more possibilities for new outfits compared to ocean patterned flares (even though they do seem cool).
Elevated basics are sustainable, simple as. As just discussed, the number of outfits from a handful of garments is immense, meaning that one person needs less clothes, less clothes mean less production, which leads to less waste, less emissions, less overproduction and so forth. If the clothes you are wearing are timeless then they shouldn’t be needed to be thrown away, they can be re worn over and over, without going out of style. Next comes the quality, there is a slight difference between basics and elevated basics. Elevated basics are as the name says, elevated, the quality is elevated, the fit is elevated, it is the crème de la crème of the staple wardrobe pieces. If the quality is a lot better in these clothes, then they tend to last a lot longer than your average high street clothes, meaning that they will last as long as they are in style, forever. Using high quality materials and processes is always an added benefit in the sustainability area too, no more toxic dyes and materials.
Now time for the elevated basics brands that are just…*chefs kiss*. First and foremost, the modern-day classic, Matilda Djerf, Matilda’s brand Djerf Avenue is the epitome of elevated basics. The core collection consists of blazers, trousers, white t-shirts, tank tops, tube tops, and more, all in neutral colours so that they match everything. Other clothes also include multi use, tube dresses worn as maxi skirts and tube tops as miniskirts. Djerf Avenue’s collections are fan favourites of people all around the world, but the clothes don’t come cheap. A blazer around £100 and a similar price for the trousers, even the tank tops can reach up to £50 plus, but with the price comes the quality. People across the world have said that there’s a white t-shirt and then there’s Djerf Avenue’s white t-shirt, with one TikTok video asking Matilda herself what she put in the clothes to make them look so good, our guess? High quality materials.
A point that needs to be addressed when it comes to elevated basics is the importance of sizing and fit. First off, if these clothes are going to be around forever then they need to fit properly. Secondly, if you are paying the price for it to be around forever then it needs to fit right first time. Djerf Avenue has executed this perfectly, giving a sizing guide for each individual garment! Not just a standard one, but for each piece they sell, wow. There are in depth descriptions on how to measure and where to measure to ensure the best fit first time, it even goes down to decimal points, yeah baby! Along with having a good sizing guide, brands need to ensure that these clothes are available to everyone, whether that’s a tall, petite or plus size version of each piece. There’s nothing worse than paying upwards of £100 for trousers and they do not quite reach your ankles.
NA-KD, have been delivering elevated basics for years now, simple designs with simple patterns or none at all. Also advertising garments that are a more sustainable choice, both in materials, quality, and style, because these pieces are not going to be thrown away. Not for a long time.
With the trend of elevated basics becoming more and more popular it is no surprise that more and more brands are trying to hop on board, but they need to doit right, we can’t just have a fast fashion brand make a £8 pair of trousers, they need to stand the test of time.
Peace and Love,
Sarah and Molly xx
With thanks to my sources:
https://www.thelifestyle-files.com/minimalist-fashion-basics/