We asked Millennial and Gen Z shoppers to describe how brands turn into some of their favorites. Here’s a sample of some of the responses below:
Brands That Focus On Lifestyle and Culture Become Favorites
“For me honestly it boils down to again: culture, lifestyle. I’m not going to buy or purchase or support or be in a venue that I don’t feel like speaks to me and makes me feel comfortable. It definitely does here. Adidas, like I said, is one of my favorite brands and I want to continue to build and support their movements. Everything they’re doing — lifestyle, culture, equality. You know, just top to bottom. That’s kind of where I’m at with that.”
Brands That Create Product That Are Truly Unique Become Favorites
“My favorite denim right now has to be G-Star though, 5620 G-Stars. (Why do you like the G-Star’s?) I like the design. They got like a knee design and I haven’t seen any other brand with that type of design. It’s fitted jeans too so they’re true to size. They’re not too baggy, not too tight. And they’re reasonable. It’s not as expensive as these other brands out here.”
Brands That Aren’t Too Branded Become Favorites
“I don’t really have a favorite. I like to buy things that are comfortable and not too branded.”
“I don’t like many fashion brands. I’m wearing — this is called Jekah. It’s from the Gambia in West Africa. They’re really excellent. They make African textiles into some really excellent clothing. So I’m a fan of that. Separate and apart from that, I’m not really a big fashion brand guy. I think a lot of it is sort of ridiculously expensive for no reason. That’s just me.”
Brands That Are Inspirational Become Favorites
“I don’t know if I have favorite people. My favorite person right now though is f**king Will Smith. He is everything I believe in. This man is so inspirational. I wake up to his f**king Instagram stories and they’re hilarious. He’s just giving mad dad advice and I f**k with it.”
“I think the best thing about the Museum of Modern Art is how inspiring all of the pieces of art are and it’s constantly changing. For me it’s just something so… I mean the colorful influence. It’s just hard to describe, but it’s one of my favorites. Even though I only went once, it made a huge impact on me.”
Brands Represented By Cool Celebrities Become Favorites
“My favorite fashion brands are ones that I can’t afford. I really love Opening Ceremony, Acne. I just bought these really expensive boots from Modern Vice. They have a really cool showcase here in the Flatiron district where they have their factory showroom there and they make all their shoes handmade from Italian leather. I found out about them because their boots were worn by Gillian Jacobs on the Netflix show Love. She has really good style.”
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