BoF Insights | Gen-Z and Fashion in the Age of Realism
Find out what makes Gen-Zers so unique and crucial to the fashion industry in the latest BoF Insights report. Co-created with Gen-Zers as well as a host of fashion and social media experts, we unpack what this generation expects from fashion today, and tomorrow.
Gen-Z is the largest generation, accounting for around 25 percent of the world’s population, and has an outsized impact on culture and economy.
In the US, this generation aged between 12 and 25, is coming into its own, with purchasing power of around $360 billion.
Fashion is the favourite entertainment category for US Gen-Zers to spend money on, outranking other categories like dining, video games and consoles, and music.
Aviator Nation’s pricey sweatpants and cashmeres had a cult following before they were swept up in the “dopamine dressing” phenomenon. Now, founder Paige Mycoskie – still the brand’s only shareholder – is ready to see just how big her vision for California surfer cool can get.