goodbasicsclub. is a brand founded by content creator and capsule wardrobe enthusiast What Em Wore.

Em began creating fashion and styling content back in 2019 – sharing her daily outfit mirror selfies. By 2022 she had built a fashion community of over 600,000 and made the decision to leave her career in investment banking to pursue content creation full time and her goal of helping as many women as possible feel confident through dressing.

Over the years of creating content and engaging with her community the most common fashion complaints she encountered were:

1) I have a wardrobe full of clothes but never anything to wear

2) I don't know how to style X piece of clothing

Em is a firm believer that it is often the most simple, ‘basic' outfits that make us feel our most confident and that capsule dressing is the best way to maximise your wardrobe and reduce overconsumption.

Em was also dissatisfied with the lack of styling inspiration provided by existing brand websites that only show one outfit per product – making it difficult for people to know how to style an item after initial purchase - and so goodbasicsclub. was born..

A brand for simple. timeless basics - styled across seasons and occasions - for a community of capsule wardrobe enthusiasts.