London Style Checker
Check if your outfit matches London's local style preferences. Select your clothing items below to see if they're tourist-friendly or fit in with locals.
If you’ve ever walked down Oxford Street in London and felt like you stood out like a neon sign in a blackout, you’re not alone. Most Americans visiting London dress like they’re still on a Florida beach or a Midwestern mall-baggy jeans, oversized logos, chunky sneakers, and baseball caps worn backward. It’s not that these things are wrong back home. It’s that in London, they scream ‘tourist’ louder than a double-decker bus horn.
Londoners don’t care if you’re from New York or Nebraska. They won’t laugh in your face. But they’ll notice. And they’ll quietly file you under ‘someone who doesn’t get it.’ The good news? You don’t need to buy a whole new wardrobe. You just need to adjust a few habits. Here’s how to dress like someone who’s lived here for years, not someone who just landed at Heathrow.
Stop Wearing Athletic Wear as Everyday Clothing
In the U.S., it’s normal to run errands in yoga pants and a hoodie. In London? That’s a red flag. Even in winter, most locals wear tailored trousers, dark jeans, or a simple skirt with a fitted coat. You’ll see people commuting on the Tube in wool coats, ankle boots, and minimal accessories-not sweatpants with a Nike swoosh the size of a dinner plate.
There’s a reason gym brands like Lululemon have barely cracked the UK market. Londoners don’t confuse comfort with laziness. If you’re going to the museum, the pub, or even a grocery store, swap your leggings for slim-fit chinos or dark denim. Choose a structured jacket over a puffer vest. Even on rainy days, a classic trench coat or a long wool pea coat looks far more at home than a bulky North Face jacket with a cartoon logo.
Footwear Matters More Than You Think
London is wet. And dirty. And cobblestoned. Your white Nike Air Maxes? They’ll be ruined by lunchtime. Your bright red UGGs? You’ll be the only one wearing them-and not in a good way.
Locals wear practical shoes that look intentional. Think leather ankle boots, Chelsea boots, or low-heeled loafers. Dark colors. Minimal branding. Waterproof. You don’t need to spend £200, but you do need to avoid anything that looks like it came from a sports store. A pair of black or brown leather boots from a brand like Clarks, Dr. Martens, or even Aldi’s own line will get you further than any pair of neon running shoes.
And please-no socks with sandals. Not even in July. Not even if it’s 30°C. That’s a global tourist crime.
Ditch the Logos and Loud Graphics
Big logos on shirts, hoodies, and bags? They’re practically a tourist uniform in London. You won’t see locals wearing shirts with giant American football team names or cartoon characters. Even brands like Supreme or Off-White-popular in New York-are worn sparingly here, if at all.
London style leans toward quiet confidence. Think muted tones: charcoal, navy, olive, cream, black. A simple white T-shirt under a dark sweater. A plain cotton shirt with rolled sleeves. A single statement piece-a well-cut blazer, a wool scarf, or a leather belt-instead of five accessories screaming for attention.
It’s not about being rich. It’s about being intentional. A £15 Zara sweater looks more at home on a London street than a £100 hoodie with a giant logo. The goal isn’t to look expensive. It’s to look like you didn’t try too hard.
Layering Is Non-Negotiable
London weather doesn’t follow a schedule. One minute it’s sunny. The next, it’s pouring. And by 4 p.m., it’s cold again. Americans often pack for one condition: either shorts and a T-shirt or a heavy winter coat. Locals pack for all of them.
Learn the art of layering. Start with a thin merino wool base layer. Add a button-down shirt. Top it with a lightweight knit sweater. Then throw on a tailored overcoat. You can peel layers off as the day warms up. No one wants to see you sweating in a puffer jacket while waiting for the bus in May.
Scarf? Yes. But not the kind with a giant Union Jack print. A simple cashmere or wool scarf in a neutral color. Wrap it once, not like you’re trying to strangle yourself. Keep it neat. Keep it quiet.
Accessories Are Subtle, Not Showy
In the U.S., it’s common to wear a crossbody bag with a logo you can read from three blocks away. In London, people carry small, structured bags-satchels, tote bags, or even a simple backpack. No bright colors. No cartoon animals. No visible brand names.
Watches? Fine. But not the kind that look like a stopwatch with a diamond bezel. A simple metal band or leather strap watch is the norm. Sunglasses? Yes-but avoid oversized, tinted lenses that make you look like you’re trying to hide from paparazzi. Small, classic frames work better.
And jewelry? A single pair of small hoop earrings. A thin chain. Maybe a simple ring. Nothing clanging or flashing. Londoners don’t dress to impress. They dress to blend in-comfortably.
Don’t Overpack. And Don’t Try to Look ‘Fancy’
Many Americans assume London is a high-fashion city where you need to dress up every day. That’s not true. Even in central London, you’ll see people in jeans and a sweater heading to a Michelin-starred restaurant. The city values practicality over pretension.
You don’t need to buy a new suit for dinner. You don’t need to wear heels to the National Gallery. You don’t need to carry a designer purse to the supermarket. In fact, doing any of those things will make you stand out more than if you just wore clean, simple clothes.
Focus on fit, fabric, and color. A well-fitted pair of jeans. A cotton shirt that doesn’t cling. A coat that reaches mid-thigh. These are the tools of the trade. Not logos. Not trends. Not Instagram aesthetics.
What to Pack: A Simple Checklist
- Two pairs of dark, slim-fit jeans or chinos
- One tailored wool coat or trench
- Three neutral sweaters (black, navy, grey)
- One pair of leather ankle boots
- One pair of clean, simple sneakers (white or black, no logos)
- One lightweight scarf (wool or cashmere, neutral tone)
- One small, structured bag (no visible branding)
- One waterproof jacket (for sudden rain)
- One button-down shirt (for slightly dressier moments)
That’s it. No more than ten items. No shoes with blinking lights. No hats with slogans. No fanny packs. You’ll move faster, feel more comfortable, and blend in without even trying.
Why This Works: The Psychology of London Style
Londoners don’t dress to be seen. They dress to be unremarkable-in a good way. There’s a quiet pride in looking like you belong, not like you’re performing. It’s not about wealth. It’s about knowing the rules without having to shout them.
Think of it like language. You don’t need to speak Shakespearean English to fit in. You just need to avoid the phrases that make people think you’ve never been here before. Same with clothes. You don’t need to wear a Savile Row suit. You just need to skip the things that scream ‘I’m from somewhere else.’
The more you observe, the more you’ll notice: the woman in the pea coat walking her dog, the man reading on the Tube in a dark sweater and boots, the student with a backpack and a plain hoodie-all of them look like they could be anyone. And that’s the point.
What Not to Wear: A Quick List
- Baggy athletic pants (yoga, sweat, or track pants)
- Logos bigger than your palm
- White sneakers (unless they’re brand-new and spotless)
- Baseball caps worn backward
- Flip-flops (even in July)
- Colorful or patterned socks with sandals
- Overly bright or neon colors
- Large, branded handbags (Gucci, Louis Vuitton, etc.)
- Costume-like outfits (think: themed shirts, tourist T-shirts)
If you’re unsure, ask yourself: ‘Would someone who’s lived here five years wear this?’ If the answer is no, leave it at home.
Final Tip: Observe Before You Buy
On your first day, spend an hour just walking around Covent Garden, Camden, or Notting Hill. Watch what people are wearing. Not the flashy ones. The normal ones. The ones who look like they’ve been here for years. Copy their silhouette. Their color palette. Their simplicity.
You don’t need to become British. You just need to stop looking like you’re on a photo shoot for ‘Americans Abroad.’ Dress like you’re trying to fit in-not stand out. And you’ll find that people treat you differently. Not because you look rich. But because you look like you belong.
Do Londoners really care what tourists wear?
Yes, but not in a mean way. They notice. They don’t judge loudly, but they do file you into categories. Wearing gym clothes to a pub or a museum makes you look like someone who doesn’t understand the culture. It’s not about being perfect-it’s about showing you’ve made an effort to adapt.
Can I still wear sneakers in London?
Absolutely-but not the flashy ones. Clean, simple white or black sneakers without visible logos work fine. Think Common Projects, Adidas Stan Smith, or even plain Converse. Avoid neon colors, glowing soles, or oversized profiles. Keep them clean. That’s the key.
Is it okay to wear a backpack in London?
Yes, but choose one that looks intentional. A small, dark-colored backpack made of canvas or leather is fine. Avoid giant, brightly colored ones with cartoon characters or giant zippers. Locals use backpacks for practicality, not as fashion statements.
What’s the best way to buy clothes in London if I need to replace something?
Start with high-street brands like Zara, Uniqlo, or M&S. They offer simple, well-cut basics that fit the local style. Avoid tourist-heavy shops near Trafalgar Square. Walk a few blocks away-your best finds will be on side streets. Second-hand shops like Vintage Emporium or Oxfam also have great finds if you’re patient.
Should I dress differently for London vs. other UK cities?
London is a bit more polished, but the rules are similar everywhere. In Manchester, Birmingham, or Edinburgh, you’ll see even more casual styles-think hoodies and jeans are fine. But even there, loud logos and athletic wear stand out. Stick to the same principles: simple, dark, clean. You’ll fit in anywhere.