When it comes to clothing, Generation Z likes to experiment. In a post-pandemic world, this generation’s fashion has become more experimental, playful and less gendered. Not to forget, more individualistic! Blurring the lines between street and high fashion is what Generation Z does best. Our fashion may be unfamiliar or different to some millennials, but if you look closely, we are trying to be different and make an impact that mass production companies generally ignore. Because we’ve grown up with technology, we demand more realism from brands – our modern cuts shouldn’t come at an environmental cost or sacrifice for quality. It’s fair to say that upcycling is sexy, and Gen Z designers know how to do it with grace. As ardent supporters of the phrase “Fashion has no gender”, we enjoy styling layered, oversized shapes, corsets and denim that are fashionable across the gender spectrum.
So here are 8 brands loved and owned by Generation Z that you should pay attention to because they flaunt originality, creativity and inclusivity. Each brand, unique in its own story, stands out in its own right—appropriate for a generation that likes to dress like the main character every day.
1. BISOU by Sachi
The Jaipur-based brand’s vibrant collection includes loungewear, cute hats and conversation-starting tees, all with patchwork and beautiful prints. Our favorite? Their statement patchwork pants!
2. Glean Studio
“Doing things differently, slowly, our way” aptly describes this brand. The label focuses on slow fashion with beautiful, one-of-a-kind, seasonless pieces—from racing jackets in their latest collection to puff jackets that are an indie girl’s dream.
3. Carrying VOCs
From their ‘introverted’ printed denim to their stunning knit cardigans, this new brand is the talk of the town among celebrities. Striking pieces make it hard to pick a favorite.
4. Matcha Pret
As a brand beyond binaries, Matcha Pret produces seasonless clothing that leans towards sustainability, à la recycled clothing. The ‘Noiva’ denim look gives a subtle nod to the Bridgerton era, but with a modern twist.
5. Vertical walking
Walking Vertical is a domestic brand with a creative space full of beautiful shapes and forms. Their signature blazer shirts in vibrant colors with beautiful finishes are wardrobe must-haves, as are their gorgeous totes.
6. House DK
With its cool details and vibrant colors, this is a streetwear brand that will do all the talking for you. House of DK is both bold and sophisticated—using unique textile techniques and playful silhouettes.
7. Four U AO
Conceptual, but wearable in a classic color palette. Writer’s Pick: Embellished pants and shirt will satisfy all our high fashion goth fantasies!
8. Sthala
Enter a dreamy world of beautiful minimalist clothing—elegant block prints and cozy jackets. The Studio Ghibli-Esque vintage dress from the latest collection should definitely be bookmarked.
9. Draft
Blueprint’s latest line features eye-catching puffer pieces that would look super cool on anyone, regardless of gender. Our absolute favorites of these are the blueprint cargo pants and puffy vests.
Let this list inspire you to ditch that melange gray hoodie from 2016 and try something new!
Also, read Generation Z and the Crowd Culture: This generation doesn’t dream of being a corporate slave