Toteme vs The Row vs Khaite: which to buy first

Toteme: the accessible entry#

Founded in Stockholm in 2014 by Elin Kling, Toteme is the most accessible of the three and the easiest first buy. The signature monogram scarf, the wool coats, and the straight-leg denim are the core, and the whole line reads as elevated Scandinavian minimalism: clean lines, neutral palette, real wool and cashmere at a price that sits well below the other two. A Toteme wool coat or a pair of their trousers is the lowest-risk way to test whether the quiet-luxury aesthetic is yours. The full stockist map is in where to buy Toteme in North America.

The Row: the top of the tier#

Founded by Mary-Kate and Ashley Olsen in 2006, The Row is the purist option and the most expensive by a wide margin. The brand produces in low volumes, does almost no marketing, and holds almost no sales, so finding stock is genuinely hard and the prices stay close to MSRP regardless of season. What you pay for is the best materials in the category and a cut that falls a specific way no one else matches. The Margaux bag and the cashmere outerwear are the canonical buys. This is the buy-for-the-decade end of the spectrum, and the full picture is in where to buy The Row.

Khaite: the modern American option#

Founded in New York in 2016 by Catherine Holstein, Khaite is the youngest and the sharpest of the three. Where The Row is soft and purist, Khaite has an edge: a stronger shoulder, a sexier line, statement leather, and the bags (the Olivia hobo, the Lotus) that have become genuine It-pieces. It sits between Toteme and The Row on price and reads as the most fashion-forward of the trio, the right pick if you want quiet luxury with more attitude than austerity. For market context on all three, Vogue’s runway coverage tracks how each has evolved season to season.

“Toteme is where you start, Khaite is where you have fun, and The Row is where you end up if the aesthetic sticks.”

Live stock across our retailers#

Toteme is the most accessible of the three, so it is the natural place to start cross-shopping. Listings refresh as our index re-prices each retailer, sorted cheapest first.

Which to buy first#

If you are new to the tier, start with Toteme: a wool coat or the monogram scarf is the lowest-risk way in and the easiest to wear daily. If you want a statement piece with edge, go Khaite, and make it one of the bags or a leather piece where the house is strongest. Save The Row for when the aesthetic has proven itself in your wardrobe and you are ready to buy one perfect thing for the decade, a cashmere coat or the Margaux. Whatever you choose, line the live prices up first on the Toteme, The Row, and Khaite pages, or browse the broader womenswear catalogue to cross-shop the whole tier.