INTRODUCING: not basics

Basics? Not Exactly.

Basics so good, you'll never wear anything else - designed for your everyday real life.

NEW & TRENDING

handpicked must-haves for your wardrobe

ELEVATING YOUR EVERYDAY

You've never seen basics like this before. Not Basics is a mindset, designed for your multifaceted life bringing comfort to every exceptional moment.

OUR STORY
• ONE TREE PLANTED PER ORDER • RATED 4.8/5 ON TRUSTPILOT • RATED GOOD ON YOU • FREE DELIVERY ON ORDERS £75+
NOT BASIC: A NEW ERA OF ESSENTIALS

comfort. quality. honesty.

Female-founded and genuinely different, we've reinvented basics from the inside out. From underwear to outerwear, our essentials are honest, undeniably comfortable, and visibly exceptional.

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COMFORT GUARANTEED.

COMFORT GUARANTEED.
SHOP THE LOOK

game-changing basics for all day, everyday

SHOP THE LOOK

game-changing basics for all day, everyday

our anti-perfect promise

We don't claim to solve fashion's sustainability challenges. What we promise is progress. We're committed to continually improving our products, brand, and impact. No greenwashing—just honest dedication to doing better.

adored by thousands of women

let's make it official: you, us, and the 'gram