Recently, Gen Z found themselves in the middle of a heated internet debate after they declared three of Millennials’ favorite things, (skinny jeans, side hair parting, and the laughing-crying emoji) “uncool”. While the fate of the Millennial-favorite aesthetic remains undetermined, one thing is for sure: Gen Z refuses to simply follow suit, and is taking control of their narrative. With the powerful tool that the Internet is (quite literally) at their fingertips, the coming-of-age generation is the most informed group of consumers.
While Gen Z is using TikTok to spread their word on what’s “cool” and what isn’t, this young cohort doesn’t care a whole lot about fashion trends – at least not as much as they care about the causes that the brands they are investing in stand for. Purpose-driven brands with sustainability, ethical manufacturing, transparency, and a social cause at their heart are the factors that motivate Gen Z to loosen their purse strings. In fact, they are even willing to pay a higher price for a product if it represents a cause they believe in.
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Consider the case of Pangaia: AED 1,000 for a loungewear set might sound like a lot — especially when you are in your late teens or early 20s with very little disposable income. But the brand’s transparency and measurable social and environmental impact has made it a huge hit among young adults. Not only does the brand release a detailed impact report, but it also displays the impact of each product right beside the sizing, allowing consumers to understand the positive environmental effect of their chosen merchandise.
Gen Z’s buying patterns, of course, make us wonder: will this generation wave goodbye to conventional trends and make standing for a cause one big trend instead? If yes, how then would the purpose-driven mindset affect Gen Z’s wardrobe investments? We are thinking sustainability, wearability, and comfort will be the key drivers for this generation.
Keeping that in mind, we’ve put together a sustainable investments edit. Gen Z or not, if you wish to make a positive impact with your wardrobe on a longterm basis, then scroll down to shop our Gen Z fashion edit.
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