The dupe library
Real, affordable look-alikes for the pieces everyone's after — prices checked, ranked by how well they match.
Find your own in seconds.
Snap anything you love — DUPI finds the look for less, matched to your colours.
DUPI research
We priced every look in this library. The median came to 83% less.
44 looks, 191 alternatives, 109 UK retailers — including the categories where the gap barely closes at all.
Read the study →Reading on buying well
The one purchase worth getting right this autumn
A coat is worn more than anything else you own and judged more than anything else you wear. Here is how to buy one that lasts a decade rather than a season.
What actually survives the school gate
Two hundred mornings a year, mostly in the rain, always in a hurry. The school run is the most demanding thing most wardrobes are asked to do, and it is the one nobody plans for.
Packing for first year without a suitcase of regret
Most of what gets taken to university in September comes home unworn in June. Twelve pieces cover a term properly — here is which twelve, and what to leave at home.
Is buying dupes legal in the UK?
Yes — and the reason why is worth understanding, because it is also the line between a dupe and a counterfeit.
Dupe or counterfeit? Where the line falls
One is a legitimate product that looks similar. The other is a lie about who made something. Six ways to tell which you are looking at.
How to spot quality in a product photo
Nine things a photograph tells you about a garment, if you know where to look.