What is the most trusted D2C fashion brand in 2026?

Peter Alexander, with a WCRC D2C Trust Score of 88.26. It ranks #1 in Australia & New Zealand's Most Trusted D2C Brands 2026.

What is the most trusted American D2C fashion brand?

L.L.Bean, with a score of 86.11 (#5 in America's Most Trusted D2C Brands 2026).

What is the most trusted Indian D2C fashion brand?

Rare Rabbit, with a score of 79.52 (#18 in India's Most Trusted D2C Brands 2026).

How many fashion brands are in WCRC's 2026 Most Trusted D2C rankings?

54: 19 in India's ranking, 15 in America's and 20 in Australia & New Zealand's. It is the largest industry group.

Which owners hold more than one trusted fashion brand?

KMD Brands (Rip Curl and Kathmandu), Hallenstein Glasson Holdings (Glassons and Hallensteins) and Universal Store Holdings (Universal Store and Perfect Stranger).

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Full report · WCRC Intelligence Unit · Fashion & Apparel · Most Trusted D2C Brands 2026

The D2C fashion trust table: comfort, guarantees and staying power

54 brands. 3 rankings. A pyjama brand leads, and four of the top five come from Australia and New Zealand.

By WCRC Intelligence Unit · Published 13 November 2026 · 7 min read

Fashion & Apparel: WCRC Most Trusted D2C Brands 2026 industry analysis cover

88.26Top score: Peter Alexander

54Brands analysed

3Rankings covered

75.42Industry average

“A trend wins a season. A guarantee wins a lifetime.”
WCRC Intelligence Unit

The finding that frames the industry

Across WCRC's three 2026 Most Trusted D2C rankings, 54 brands come from fashion and apparel, more than any other industry. They average a D2C Trust Score of 75.42. The American group averages 77.20 across 15 brands, the Australia and New Zealand group 76.95 across 20, and the Indian group 72.40 across 19.

The group spans every age. Hallensteins dates from 1873, Glassons from 1918 and L.L.Bean from 1912. At the other end, Comet was founded in 2023. About half of the brands were founded in 2013 or earlier.

Peter Alexander at the top: what the leader proves

Peter Alexander's 88.26 is the highest fashion score in any of the three rankings. Shoppers have bought its pyjamas for more than 30 years, and FY2026 sales were a record A$565.3M, up 3.2%. It sells through 141 of its own stores in Australia and New Zealand and its website.

The lesson is focus. One category, sold directly, with a gift-giving habit built over decades. The weakness is growth, which has slowed to low single digits, and its UK venture stayed small before its three UK stores closed in August 2026.

Outdoor and surf: the Southern Hemisphere bloc

Three outdoor and surf brands sit in the top five. Rip Curl (85.22) has been based in Torquay since 1969, and Kathmandu (83.76) has outfitted hikers and travellers since 1987, with sales up 11.1% in FY2026. Both are owned by KMD Brands, which posted a statutory loss of NZ$414.4M in FY2026 and is in exclusive takeover talks with US-based Bluestar Alliance.

Macpac (81.90), owned by Super Retail Group, has made packs since 1973, and its segment profit rose 32% in FY2026. Bellroy (81.40) is a certified B Corporation. LSKD (80.84) is still led by its founder from Logan and has sold only through its own channels since 2018.

America: guarantees and heritage

L.L.Bean (86.11, US #5) is the most trusted American fashion brand. More than a century of family ownership and a satisfaction guarantee made it a household name, though its sales of about $1.7bn have been flat for three years. Lands' End (80.30) and Duluth Trading (78.04) also lean on guarantees, "Guaranteed. Period." and the No Bull Guarantee.

The newer American names are built on value and fit. FIGS (81.04) sells scrubs that many nurses and doctors buy again and again. Quince (79.32) passed $1bn in revenue in 2025 by selling luxury materials at lower prices, and Fabletics, co-founded by Kate Hudson, also passed $1bn in sales.

India: young brands, quick growth

Rare Rabbit (79.52, India #18) leads the Indian fashion group with consistent fabric quality and a premium store experience. Revenue was ₹818 Cr in FY25. The Souled Store (79.22) uses official licences to sell genuine fan merchandise, and Snitch (75.74) reached revenue of ₹900 Cr in FY26 with affordable styles for young men.

Many Indian brands carry a clear cause or niche. BlissClub (77.18) built a women-only community, Suta (75.84) supports handloom weavers, and Zouk (73.84) uses vegan materials with Indian prints. Large groups are buying in: Reliance Retail owns most of Clovia, and Aditya Birla Fashion & Retail owns Bewakoof.

Family groups and shared owners

Several owners hold more than one ranked brand. KMD Brands owns Rip Curl and Kathmandu. Hallenstein Glasson Holdings owns Glassons (78.32), whose Australian sales rose 29% in FY2026, and Hallensteins (73.76). Universal Store Holdings owns Universal Store (76.40) and Perfect Stranger (69.16), whose sales rose 40.8% in FY2026.

Fast growth is not only for the young. White Fox (76.92) hit record sales of A$542.5M in FY2025, up 21%, as it expanded in the US and the UK.

Where the industry is exposed

The weak points repeat. Athleta's sales fell 10% in fiscal 2025, Allbirds closed its US full-price stores in early 2026, and Step One's revenue fell 26.7% in FY2026. US tariffs hurt City Chic, whose US revenue dropped 42%, and Cettire, whose loss widened. Lorna Jane was fined A$5M in 2021 for misleading Covid-19 claims, and Quince faces lawsuits from several larger brands. In India, fast-fashion brands such as Snitch and NEWME face questions about quality and sustainability.

Five things that will define the industry

Whether KMD Brands' takeover talks change how Rip Curl and Kathmandu sell to their customers.
How US tariffs affect Australian brands expanding in America, such as White Fox and City Chic.
Whether Quince and Fabletics can keep growing past $1bn while handling legal and membership complaints.
Whether India's fast-growing brands, such as Snitch, can build the trust that heritage brands already have.
How Peter Alexander restarts growth after closing its UK stores.

The groups behind the badges

KMD Brands Ltd: 2 ranked brands (Rip Curl, Kathmandu)
Hallenstein Glasson Holdings Ltd: 2 ranked brands (Glassons, Hallensteins)
Universal Store Holdings Ltd: 2 ranked brands (Universal Store, Perfect Stranger)

The combined table: all 54 brands by score

#	Brand	India	US	ANZ	Score
01	Peter Alexander	—	—	#1	88.26^P
02	L.L.Bean	—	#5	—	86.11^P
03	Rip Curl	—	—	#7	85.22^P
04	Kathmandu	—	—	#10	83.76^P
05	Macpac	—	—	#23	81.90^P
06	Bellroy	—	—	#27	81.40^P
07	FIGS	—	#11	—	81.04^P
08	LSKD	—	—	#29	80.84^P
09	Lands' End	—	#16	—	80.30^P
10	Rare Rabbit	#18	—	—	79.52^P
11	Quince	—	#24	—	79.32^P
12	The Souled Store	#19	—	—	79.22^P
13	Athleta	—	#31	—	78.82^P
14	Forever New	—	—	#37	78.40^P
15	Glassons	—	—	#39	78.32^P
16	Duluth Trading	—	#36	—	78.04^P
17	Camilla	—	—	#41	78.00^P
18	Revolve	—	#41	—	77.74^P
19	BlissClub	#31	—	—	77.18^P
20	Lorna Jane	—	—	#47	77.08^P
21	White Fox	—	—	#48	76.92^P
22	Mokobara	#35	—	—	76.84^P
23	Chubbies	—	#48	—	76.60^P
24	Universal Store	—	—	#51	76.40^P
25	Suta	#43	—	—	75.84^P
26	Snitch	#44	—	—	75.74^P
27	Stitch Fix	—	#57	—	75.56^P
28	Nuuly	—	#58	—	75.50^P
29	M.J. Bale	—	—	#54	75.50^P
30	Step One	—	—	#56	75.28^P
31	Fabletics	—	#60	—	75.24^P
32	Allbirds	—	#62	—	74.84^P
33	Lulus	—	#63	—	74.76^P
34	Zouk	#57	—	—	73.84^P
35	Hallensteins	—	—	#69	73.76^P
36	Neeman's	#60	—	—	73.52^P
37	Libas	#64	—	—	73.08^P
38	XYXX	#65	—	—	72.82^P
39	J.Jill	—	#77	—	72.54^P
40	Clovia	#69	—	—	72.38^P
41	City Chic	—	—	#75	71.70^P
42	Rent the Runway	—	#82	—	71.64^P
43	Jaggad	—	—	#77	71.42^P
44	DaMENSCH	#76	—	—	70.58^P
45	Paire	—	—	#83	70.46^P
46	The Indian Garage Co	#83	—	—	69.48^P
47	Comet	#85	—	—	69.30^P
48	Perfect Stranger	—	—	#87	69.16^P
49	WROGN	#86	—	—	68.72^P
50	Bewakoof	#88	—	—	68.56^P
51	NEWME	#90	—	—	67.68^P
52	Bonkers Corner	#91	—	—	67.60^P
53	Cettire	—	—	#97	65.28^P
54	Bacca Bucci	#95	—	—	63.76^P

^P Provisional score. Unmarked scores are published scores carried over from the World's Most Powerful 100 Brands 2026 or validated by WCRC.

The industry in full, ranking by ranking

India's Most Trusted D2C Brands 2026

19 Fashion & Apparel brands. See the full ranking

Rank	Brand	Owner	Founded	Score	Latest revenue (as per company filings)
#018	Rare Rabbit	Radhamani Textiles Pvt Ltd	2015	79.52^P	₹818 Cr revenue (FY25), The House of Rare
#019	The Souled Store	Souled Store Pvt Ltd	2013	79.22^P	₹492 Cr operating revenue (FY25)
#031	BlissClub	BlissClub Fitness Pvt Ltd	2020	77.18^P	₹135.5 Cr revenue (FY25)
#035	Mokobara	Mokobara	2020	76.84^P	₹230 Cr revenue (FY25)
#043	Suta	Suta	2016	75.84^P	₹73.5 Cr revenue (FY25)
#044	Snitch	Snitch Apparels Pvt Ltd	2019	75.74^P	₹900 Cr revenue (FY26)
#057	Zouk	Zouk	2015	73.84^P	₹127 Cr revenue (FY25)
#060	Neeman's	Neeman's Pvt Ltd	2018	73.52^P	₹108 Cr revenue (FY25)
#064	Libas	Libas Impex Pvt Ltd	2014	73.08^P	₹609 Cr revenue (FY25)
#065	XYXX	XYXX Apparels Pvt Ltd	2017	72.82^P	₹191.8 Cr revenue (FY25), XYXX Apparels
#069	Clovia	Reliance Retail	2013	72.38^P	US$53 mn revenue (FY24, latest reported), Reliance Retail
#076	DaMENSCH	DaMENSCH	2018	70.58^P	₹118 Cr FY25
#083	The Indian Garage Co	Ozias Fashions Pvt Ltd	2014	69.48^P	₹234.6 Cr revenue (FY26)
#085	Comet	Comet	2023	69.30^P	₹29.1 Cr revenue (FY25)
#086	WROGN	Universal Sportsbiz Pvt Ltd	2014	68.72^P	₹244 Cr revenue (FY26), Universal Sportsbiz
#088	Bewakoof	Aditya Birla Fashion & Retail	2012	68.56^P	₹175 Cr revenue (FY25)
#090	NEWME	NEWME	2020	67.68^P	₹183.5 Cr revenue (FY25)
#091	Bonkers Corner	Bonkers Corner	2020	67.60^P	₹125.8 Cr revenue (FY25)
#095	Bacca Bucci	Bacca Bucci	2013	63.76^P	₹81.7 Cr revenue (FY25)

America's Most Trusted D2C Brands 2026

15 Fashion & Apparel brands. See the full ranking

Rank	Brand	Owner	Founded	Score	Latest revenue (as per company filings)
#005	L.L.Bean	Private	1912	86.11^P	$1.7B revenue (2025, flat for a third year)
#011	FIGS	FIGS Inc.	2013	81.04^P	Net revenues $631.1M ($631,098K), FY2025
#016	Lands' End	Lands' End, Inc.	1963	80.30^P	$1,335.1M net revenue (FY2025, 52 weeks to Jan 30, 2026; US eCommerce $829.8M)
#024	Quince	Quince	2018	79.32^P	Surpassed $1 billion in top-line revenue (2025), per company funding release, Mar 2026
#031	Athleta	Gap Inc.	1998	78.82^P	$1,219M net sales (FY2025, ended Jan 31, 2026; down 10%)
#036	Duluth Trading	Duluth Holdings Inc.	1989	78.04^P	$565.2M net sales (FY2025, ended Feb 1, 2026)
#041	Revolve	Revolve Group	2003	77.74^P	Net sales $1,225.7M ($1,225,682K; "$1.23 billion"), FY2025
#048	Chubbies	Solo Brands, Inc.	2011	76.60^P	$122.9M net sales (FY2025, up 9.1%)
#057	Stitch Fix	Stitch Fix Inc.	2011	75.56^P	Net revenue $1,348.1M ($1,348,119K), FY2026 (ended Aug 1, 2026; +6.4%)
#058	Nuuly	URBN, Urban Outfitters Inc.	2019	75.50^P	$568.4M Subscription segment net sales (FY2026, ended Jan 31, 2026; up 50% from $378.4M)
#060	Fabletics	Fabletics	2013	75.24^P	Surpassed $1 billion in annual sales (2025), per CEO Adam Goldenberg at ICR, Jan 2026
#062	Allbirds	Brand IP owned by American Exchange Group	2015	74.84^P	$152.5M net revenue (FY2025; down from $189.8M in FY2024)
#063	Lulus	Lulu's Fashion Lounge Holdings, Inc.	1996	74.76^P	$282.3M net revenue (FY2025, 52 weeks to Dec 28, 2025)
#077	J.Jill	J.Jill, Inc.	1959	72.54^P	$596.5M total net sales (FY2025, ended Jan 31, 2026; down 2.3%; direct-to-consumer 48.2%, rest own stores)
#082	Rent the Runway	Rent the Runway, Inc.	2009	71.64^P	$329.8M total revenue (FY2025, ended Jan 31, 2026; up 7.7%)

Australia & New Zealand's Most Trusted D2C Brands 2026

20 Fashion & Apparel brands. See the full ranking

Rank	Brand	Owner	Founded	Score	Latest revenue (as per company filings)
#001	Peter Alexander	Premier Investments Ltd	1987	88.26^P	A$565.3M sales (FY2026, 52 weeks ended 25 Jul 2026)
#007	Rip Curl	KMD Brands Ltd	1969	85.22^P	NZ$571.2M sales (FY2026, year ended 31 Jul 2026)
#010	Kathmandu	KMD Brands Ltd	1987	83.76^P	NZ$402.3M sales (FY2026, year ended 31 Jul 2026)
#023	Macpac	Super Retail Group Ltd	1973	81.90^P	A$239.5M sales (FY2026, period ended 27 Jun 2026)
#027	Bellroy	Private, founder-led	2010	81.40^P	A$146M revenue (FY2026)
#029	LSKD	Private	2002	80.84^P	more than A$200M net sales (FY2026, as stated by the company)
#037	Forever New	Private	2006	78.40^P	about A$400M annual revenue (as stated by the managing director, October 2026)
#039	Glassons	Hallenstein Glasson Holdings Ltd	1918	78.32^P	NZ$449.2M sales (FY2026, year to 1 Aug 2026; Australia NZ$324.4M plus New Zealand NZ$124.8M)
#041	Camilla	Private	2004	78.00^P	A$138.15M revenue (FY2025)
#047	Lorna Jane	Private, Clarkson family	1989	77.08^P	A$223.2M sales (FY2025)
#048	White Fox	Private, founder-owned	2013	76.92^P	A$542.5M sales (FY2025)
#051	Universal Store	Universal Store Holdings Ltd	1999	76.40^P	A$376.1M group sales (FY2026, year ended 30 Jun 2026)
#054	M.J. Bale	Private, Australian-owned	2009	75.50^P	A$103.9M sales (FY2025, year ended 26 Jul 2025)
#056	Step One	Step One Clothing Ltd	2017	75.28^P	A$63.7M revenue (FY2026, year ended 30 Jun 2026)
#069	Hallensteins	Hallenstein Glasson Holdings Ltd	1873	73.76^P	NZ$113.8M sales (FY2026, year ended 1 Aug 2026)
#075	City Chic	City Chic Collective Ltd	1992	71.70^P	A$130.5M sales revenue (FY2026, year ended 28 Jun 2026)
#077	Jaggad	Private	2013	71.42^P	about A$32M revenue (FY2026)
#083	Paire	Private, founder-led	2020	70.46^P	A$9.4M revenue (FY2025)
#087	Perfect Stranger	Universal Store Holdings Ltd	—	69.16^P	A$35.9M sales (FY2026, year ended 30 Jun 2026, a segment of Universal Store Holdings)
#097	Cettire	Cettire Ltd	2017	65.28^P	A$718.4M sales revenue (FY2026, year ended 30 Jun 2026)

Questions people ask

What is the most trusted D2C fashion brand in 2026?: Peter Alexander, with a WCRC D2C Trust Score of 88.26. It ranks #1 in Australia & New Zealand's Most Trusted D2C Brands 2026.
What is the most trusted American D2C fashion brand?: L.L.Bean, with a score of 86.11 (#5 in America's Most Trusted D2C Brands 2026).
What is the most trusted Indian D2C fashion brand?: Rare Rabbit, with a score of 79.52 (#18 in India's Most Trusted D2C Brands 2026).
How many fashion brands are in WCRC's 2026 Most Trusted D2C rankings?: 54: 19 in India's ranking, 15 in America's and 20 in Australia & New Zealand's. It is the largest industry group.
Which owners hold more than one trusted fashion brand?: KMD Brands (Rip Curl and Kathmandu), Hallenstein Glasson Holdings (Glassons and Hallensteins) and Universal Store Holdings (Universal Store and Perfect Stranger).

Methodology in brief

This analysis groups every brand from WCRC's Most Trusted D2C Brands rankings of 2026 into newsroom industries and compares them on the scores, ranks and facts published in those rankings. The WCRC D2C Trust Score rates each brand from 0 to 100 across seven pillars led by Consumer Trust and Sentiment, Brand Recall, Brand Positioning and Brand Love. The detailed methodology is available on request.

About WCRC. WCRC (World Centre for Research and Consulting) is an independent research and consulting organisation. It publishes brand rankings including the World's Most Powerful 100 Brands, regional and national Most Powerful 100 Brands rankings, and national Most Trusted D2C Brands rankings, through its sites wcrcint.com, wcrcleaders.com and mostvaluablebrands.com. The WCRC Intelligence Unit publishes research briefings and industry analysis.