The Up-and-Coming Brand Gift Guide: 23 Curated Gifts That Are Ultimate "IYKYK"

      (Image credit: Golshaah; Clyde)

      It's clear: I achieve a flow state while holiday shopping. As I scroll through social media to discover the most popular brands, examine their websites for unique gifts, and assign choices for my loved ones, my brain transitions from alpha to theta, creating a harmonious experience. I consider myself a skilled gift giver, and this season, I'm sharing my secret: I mainly shop from up-and-coming makers. These brands tend to be more artistic, inclusive, and locally produced—all qualities of a meaningful gift. Moreover, purchasing from them inherently supports their missions, whether it be Jen Harper of Cheekbone Beauty's philanthropic efforts within her Indigenous community, stylist Emma Zack's push for vintage fashion inclusivity at Berriez, or author Tourmaline's advocacy through the biography of LGBTQ+ activist Marsha P. Johnson amidst a wave of book bans. Having owned a small business, I understand that every purchase significantly impacts an emerging brand, and in today's world—approaching a daunting late-stage capitalism—there’s no need to shop at Amazon. Thus, I urge you: make your 2025 gifting choices from these innovative makers. They—and your recipients—will appreciate it.

      Golshaah is a Canadian fashion label established by former architect Golnar Ahmadian, a fact that’s evident in her distinctive and structured tailoring. I own several suits from this brand, but their accessories are next on my wish list. For the holidays, a bow-like belt would absolutely thrill any fashion enthusiast (like me!).

      Tyler McGillivary

      Martini Button Down

      It's official: we've hit peak martini fever. This shirt—available in sizes XS-4XL, a hallmark of inclusive designer Tyler McGillivary—comes in a "dirty" version, but if that doesn’t suit your giftee, they also offer options featuring wine, charcuterie, or cake. (Tip: you can always add the real item to the present.)

      Let’s get straight to it: everyone loves receiving luxury candles. This one marks the first home product from celebrated jewelry designer Presley Oldham. Crafted with a blend of oud, cedar, cypress, vetiver, and sage, the fragrance aims to evoke the essence of a sudden summer rainstorm. So indulgent!

      Clyde

      Vita Scarf in Red Perforated Lambskin

      Queer-owned brand Clyde embodies coolness, as evidenced by its impressive list of admirers: Chloe Sevigny, Zendaya, Addison Rae, Hailey Bieber, Gigi Hadid, and Kylie Jenner. They create leather headscarves, faux fur hats, bags, belts, and more—all très chic gifting options.

      Danessa Myricks Beauty

      Colorfix Mattes

      Here’s a personal favorite... I frequently attend industry events and prefer not to spend hours on hair and makeup. My quick fix? Dabbing this cult-favorite Danessa Myricks pigment on my eyelids and calling it a day. It's a perfect stocking stuffer for those who prefer a grungy makeup look, whether they're busy or just leisurely.

      INSTINCT BRAND

      Mellow Yellow Eyelet Tie

      I wore this tie at the 2025 Sports Illustrated Swimsuit launch events and received so. many. compliments. Designer Anna Molanari exemplifies sustainable fashion, utilizing her unique perspective to upcycle materials into truly fun fashion pieces. My favorite? A Diet Coke can corset crafted for Julia Fox.

      Willie Norris x Dolla

      Could Be a Cult Short Sleeve T-Shirt

      Two influential figures—designer Willie Norris and model Geena Rocero—collaborated to create this merchandise for Rocero's 2025 sci-fi film "Dolls." As Rocero's directorial debut, produced by Lilly Wachowski ("The Matrix"), this film is destined to garner a cult following. And a shirt from Norris, known for her iconic "Promote Homosexuality" tees, will only enhance the story.

      KAAI

      Horizon Bag in Soft Croco

      Finding a stylish yet functional handbag for work can be surprisingly difficult. Rather than prolonging the complaint, let me present the solution: the KAAI tote. Its croc-effect and folded design channels The Row's aesthetic, while the interior pockets (for everything from water bottles to laptops) ensure practicality.

      Karoline Vitto

      Metal Ladder Long Sleeve Top

      Karoline Vitto is among my favorite emerging designers, renowned for her metal-accented designs and her inclusive runways featuring plus-size models. (Fun fact: I’m such a devotee that I flew to London Fashion Week to walk in her show last year.) This top embodies Vitto’s aesthetic perfectly and will make your recipient feel amazing.

      Woldy Reyes

      In the Kusina: My Seasonal Filipino Cooking

      Woldy Reyes is well-known in NYC's culinary scene. This year, he released "In the Kusina: Seasonal Filipino Cooking."