From brat summer to hot rodent men: why Gen Z love a label

So there’s a weird thing going on where there’s abundance, and yet, at the same time, we’ve become really conservative about our own styles, because people fundamentally don’t want to adopt things that feel inauthentic to them, or will be judged inauthentic.

And because culture is so ephemeral, there’s just more stuff that people are worried that —

Fashion is the favo

rite entertainment category for US Gen-Zers to spend money on, outranking other categories like dining, video games and consoles, and music.

For every new subway ad featuring an online pharmacy and a nice monstera plant, there was a new pop-up skate shop soaking up the runoff of Supreme teens. HSWLD on Delancey, a dozen others lost to memory… Online, I browsed IJJI and v.soon and Anti-Social Social Club on my friend’s Tiny Clothing Stores Are.na channel, this selection a mere trickle of