There are the big-name shoe brands everyone knows, and then there are the hidden gems—the ones that fashion insiders wear on repeat but won’t always spill the tea on. These brands have high-end craftsmanship, effortlessly cool designs, and the kind of exclusivity that keeps them under the radar.
Whether you’re looking for minimalist sneakers, luxe kicks, or edgy statement creepers, these 15 underrated brands deserve a spot in your collection. If you want to stay ahead of the fashion curve, consider this your ultimate insider’s list.
1. Veja
Veja has been a quiet favorite among fashion girls for years, but it’s still not as mainstream as it should be. Known for its sustainable sneakers, the French brand uses organic materials and ethical production methods while keeping the minimalist aesthetic on point.
The clean, neutral colorways make them perfect for Parisian-chic outfits, and the subtle logo keeps things looking effortlessly expensive. If you love classic white sneakers but want something more fashion-forward than Adidas or Nike, Veja is the move.
2. Good News
British fashion insiders love a good eco-friendly sneaker, and Good News delivers on both style and sustainability. The brand focuses on recycled materials, organic cotton, and biodegradable soles, proving that you don’t have to sacrifice aesthetics for ethics.
With bold colors, vintage-inspired silhouettes, and a laid-back, street-style edge, these sneakers feel like the kind of thing you’d spot on an effortlessly cool London It-Girl.
3. Zespa
Zespa is basically what happens when you mix French luxury with minimalism. These sneakers are made from buttery soft leather, have a sleek, logo-free design, and go with literally everything in a fashion girl’s closet.
The price tag is higher than your standard casual sneaker, but the quality is undeniable. If you love the Celine, Toteme, or The Row aesthetic, you need a pair of Zespa sneakers in your life.
4. Spalwart
Fashion girls who live for a retro sneaker moment swear by Spalwart. This Swedish brand takes inspiration from vintage athletic shoes, using old-school molds to create sneakers that feel both nostalgic and fashion-forward.
Think effortless, slightly worn-in vibes—the kind of shoes that look straight out of a ‘90s runway archive. If you love New Balance but want something way more exclusive, Spalwart is the answer.
5. Thousand Fell
A sneaker that’s fully recyclable, stain-resistant, and shockingly chic? Thousand Fell is the under-the-radar brand that sustainable fashion girls won’t stop wearing. Their sleek white sneakers look designer-level, but they’re made from innovative, eco-friendly materials that last forever.
They even have a recycling program where you can send in your old pairs when you’re done with them. It’s cool, conscious fashion at its best.
6. Hoka One One
Hoka sneakers used to be strictly for runners, but now they’re a full-blown fashion phenomenon. Known for their chunky, ultra-cushioned soles, these sneakers give off-duty model vibes while being ridiculously comfortable.
Bella Hadid, Kendall Jenner, and every fashion editor on the planet have been spotted in Hokas, but they’re still not as mainstream as they should be. If you love the dad sneaker trend but want something fresher than Balenciaga, Hokas are the move.
7. Stepney Workers Club
London-based Stepney Workers Club is the cool girl’s alternative to Converse. Their sneakers have a laid-back, vintage-inspired look with a bit more structure and polish, making them perfect for a minimalist, downtown aesthetic.
They’re especially popular in the Scandi fashion scene, where effortless yet put-together looks reign supreme. If you love simple sneakers with a bit of an edge, this brand should be on your radar.
8. Athletics Footwear
Athletics Footwear is one of those ultra-sleek, futuristic brands that fashion insiders can’t get enough of. The silhouettes are clean and minimalist, with a focus on performance-driven design that doesn’t look like typical athletic wear.
These sneakers feel high-tech but fashion-forward, making them perfect for stylish city life. If you’re tired of Nike and Adidas but still want a functional, trendy sneaker, this is the brand to know.
9. Merrell
Merrell has been around forever, but fashion girls have quietly adopted it as part of the gorpcore trend. These aren’t your typical hiking shoes anymore—they’re worn with oversized blazers, tailored pants, and effortlessly cool streetwear.
If you love Salomon sneakers but want something a little less expected, Merrell is where it’s at.
10. SWEAR
SWEAR is all about customization, making it a dream for fashion girls who want something unique. The brand lets you create totally personalized sneakers, from colors to materials to details, so no two pairs are alike.
The designs are bold, fun, and guaranteed to turn heads. If you’re over minimalism and want something loud, SWEAR is your go-to.
11. Lanvin
Lanvin isn’t an unknown brand, but its sneakers are still one of fashion’s best-kept secrets. They combine high-end materials with casual designs, making them perfect for anyone who loves luxury but wants a low-key flex.
The Lanvin Curb sneaker has been gaining traction among fashion-forward sneakerheads, but they’re still way more exclusive than your typical designer kicks.
12. Umbro
Umbro has had a quiet resurgence among fashion girls who love a sporty, street-style aesthetic. Once known for soccer gear, the brand now makes minimalist, cool-girl sneakers that work with everything from baggy denim to slip dresses. If you’re into the whole athleisure-meets-fashion vibe, Umbro should be on your radar.
13. New Balance (But Not the Ones Everyone Wears)
Yes, New Balance is everywhere, but some of their best models are criminally underrated. While everyone is wearing the 990s and 550s, true sneakerheads swear by the 2002R, 1906R, and the 993.
These styles have a retro-meets-modern feel that makes them stand out while still being effortlessly cool.
14. Pyer Moss
Pyer Moss shoes are bold, sculptural, and totally different from anything else on the market. Their sneakers and boots feel like wearable art, combining high fashion with streetwear influences. If you want a statement shoe that no one else is wearing, Pyer Moss is the way to go.
15. Bodega
Bodega is the sneakerhead’s sneaker brand—a boutique that collabs with major labels but still feels underground. Their limited-edition drops are fashion girl favorites, and their unique aesthetic makes them stand out. If you want hype-worthy shoes without the obvious branding, Bodega is the move.