Why Uniqlo Might Be the Most Underrated Brand in Your Wardrobe
and the pieces I recommend on repeat.
You know a brand is doing something right when your dad still wears a shirt he bought there seven years ago and genuinely doesn’t understand how they’re still in business.
That brand? Uniqlo.
This Japanese label has become one of my all-time favourite sources for elevated basics—and I don’t say that lightly. Ever since I culled my wardrobe by 80% I’m very picky about what gets put back in! I want pieces that work with you, not against you. And Uniqlo keeps proving itself, year after year.
Why I Always Recommend Uniqlo
At first glance, Uniqlo might not look like the most exciting place to shop. It’s clean, minimal, and understated. But once you try their pieces on—especially the staples—you start to get it.
Here’s why I keep going back:
The quality-per-wear is unmatched.
I’ve had Uniqlo pieces last for years—through moves, international flights, long work days, laundry marathons. And they still hold up.They innovate quietly and purposefully.
Whether it’s their HEATTECH for winter layers or their breathable AIRism range for warmer days, they make smart, comfortable clothes that don’t scream for attention, but always do the job.It’s polished and practical.
My style philosophy is all about finding that happy medium—between tailored and casual, structured and soft. Uniqlo absolutely nails that balance.
And maybe most importantly:
It’s affordable.
Uniqlo really understands that better doesn’t always mean more expensive. It’s not about the price tag—it’s about how something fits, feels, and functions in your real life. Pieces that just make sense.
My Top Picks Right Now
A few things I either own and love or have recommended so many times I could style them in my sleep:
1. Uniqlo U 100% Cotton Crew Neck T-Shirt
A true hero piece. Soft, substantial (aka NOT see-through), and cut to flatter without clinging. I always recommend these to clients looking for a reliable base layer or a clean everyday tee.
2. Wireless Bra
I was devastated when Uniqlo discontinued my favourite bra. I was certain they couldn’t top it. But they did.
3. AIRism Ultra Seamless Briefs
If you hate uncomfortable underwear (lol who doesn’t) or love a clean line under clothing, you need to try these. Breathable, affordable and hild their shape many washes later. Not daggy undies here.
4. Smart Ankle Pants
For those days when you want to look pulled together but still feel comfy—these tick all the boxes. Add a blazer or a tucked-in knit, and you’re out the door in 5 minutes flat.
5. Round Mini Shoulder Bag
This has been my go-to everyday bag since it went TikTok viral a few years ago. Light, roomy, perfect for travel AND under $30. Win.
6. Uniqlo Knitwear
At this point I’ve tried the full knitwear range at Uniqlo. While I do recommend all the variations, some take a little more care, like the lambswool and cashmere. I find the Souffle Yarn options the happy medium between comfort, practicality and price.
What I Hope You Take Away
This post isn’t sponsored (although Uniqlo, call me 👀).
I’m sharing it because I genuinely believe in what this brand stands for—and how it quietly reflects so much of what I look for in personal style: intentional choices, longevity, functionality, and freedom.
These are the values I come back to again and again, both in my own wardrobe and in the way I guide others.
Behind the paywall
As Style On Purpose is a reader supported publication I want to give you a taste of what to expect.
Over the next 2 weeks I’ll be giving you a snippet of what’s to come for this space, for both free and paid subscribers:
✨ Ideas to try on
Styling methods, outfit formulas, and mindset shifts to explore—not blindly follow.
✨ Outfit breakdowns with substance
Less “buy this,” more “here’s why it works—and how to work with what you’ve got.”
✨ Personal stories + style prompts
Gentle reflections on self-image, growth, and the internal side of getting dressed.
✨ Monthly Q&As via Style SOS
Real questions. Thoughtful answers. No fluff. No pressure.
If this post struck a chord, you’re going to feel right at home with what’s coming next.
Speaking of style prompts…
STYLE PROMPT:
(feel free to answer in the comments)
Take a look in your wardrobe.
What’s one piece you’ve had for years—and still genuinely love wearing?
Think about why it’s lasted.
Was it the fit? The fabric? The way it works with everything else you own?
Whatever it is… that’s your clue.
Let that insight guide you the next time you bring something new in
With love and style,
Tina
100% agree. Been wearing Uniqlo for over 15 years, starting with a few long puffer jackets I bought for all my travels and I still have those jackets. Their white crew tees are the best and last better than any other I have purchased. Knitwear is brilliant. I also recommend keeping an eye on the designer collabs for some unique, affordable pieces. Jeans and pants are so good. And always check the mens section too for knits, tees & jackets.
Looking at this post, I now realise where did all these pieces in my wardrobe came from. From the checkered blazer coat to the green blazer to white tee to leather pants to whatever else is here. All influenced by Tina!