About Us

OK, think about it. Have you ever...

...come home from a shopping spree laden down with bags but still unable to put an outfit together the next day?

...opened a full to bursting wardrobe and still thought you have nothing to wear?

...loved a new trend but not been able to match it with anything in your wardrobe?

...finally got your hands on the latest “must have” only to find it doesn’t go with any of your previous “must haves”?

Well we have. And that’s why we started The Style Standard.

Sometimes we’re lucky enough to find a gem – a plain black jacket we wear constantly, a lightweight cardigan we take everywhere, a white tee we wish we’d bought five of – but unfortunately it doesn’t happen often.  So, here at The Style Standard we’re dedicating ourselves to tracking down these essentials - your future wardrobe heroes.

Working with a range of leading brands, we aim to offer a selection of good quality, reasonably priced contemporary classics that will prove reliable, dependable and easily adaptable to your own personal style – whatever the trend, whatever the season, and whatever the occasion.  Because we believe everyone needs some go-to garments, even if it’s just to make getting out of the door in the morning a little less painful...!

Launched in 2011, The Style Standard features a select edit from the collections of renowned international brands including Margit Brandt, Ilse Jacobsen, Minimum Denmark, Selected Femme, Charli, Armor Lux, Jack Brodie, Pop Cph and Second Female. 

The Style Standard was founded by Katie Froggatt, a graduate of The London College of Fashion - "After too many unsuccessful searches for simple basics on the high street, where ranges are understandably driven by seasons and trends, I thought it was time these wardrobe heroes were easier to find. I've travelled a lot as a PR in media, working in locations with differing climates and 'dress codes', and essentials such as basic tailoring and little black dresses saved many a wardrobe dilemma. By teaming them with more trend led pieces, you can look current and polished without spending a fortune every season - working the whole 'cost per wear' idea to maximum effect!"

Katie's top three wardrobe heroes? "A black tuxedo jacket - my fail safe option for a relaxed night out, worn with skinny jeans or trousers, heels and statement jewellery, a classic navy reefer jacket - for style and warmth over any outfit and a long line basic tee in a selection of neutral colours - simple matt tees are perfect for balancing out patterned or textured pieces." 

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Coverage of The Style Standard

"As soon as SL stumbled across The Style Standard, we knew it sounded like a winner.... will make getting dressed in the morning joyously straightforward."



"The Style Standard brings you capsule wardrobe essentials that are well made, reasonably priced and most importantly, will be worth their weight in gold!"

"A great one stop destination for all your basic styling needs, providing good quality and timeless design... We love the easy to navigate and carefully selected assortment of clothing and will be heading to the site when we need to stock up on the essentials.  Sometimes basic is best!"


"The online store specialises in capsule wardrobe essentials from leading independent labels - at affordable prices - and it's just the thing to suit my indecisive sartorial mood when the seasons are too slow to sort themselves out."


"Full of perfectly simple and simply perfect clothing, which will almost have to be added to my wardrobe!"




    "Will make getting dressed in the morning joyously straightforward!"



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