For the past three years, Who What Wear has published an annual report, Fashion’s New Guard, highlighting a curated edit of the newest and coolest brands from across the globe. As editors, it’s our way of showing that we discover these brands before they become widely known. But truthfully, the discovery isn’t just about claiming we identified them first. It’s about giving talented designers the recognition and visibility they deserve.

Behind every emerging brand is an enormous amount of work—long hours, creative leaps, sacrifices, a small but mighty team, and a constant belief in an idea before anyone else sees it. These designers are building something from the ground up, often without the reach or resources of fashion’s biggest names. So if we can use our platform to move the needle for new labels, we can pat ourselves on the back and walk away from our computers with big smiles.