When it comes to dressing up, Gen Z loves 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 Gen Z does best. For some millennials, our fashion might be unfamiliar or different, but if you look closely, we are trying to be different and make an impact that’s generally overlooked by mass-producing companies. Being raised with technology, we demand more realism from brands—our fashionable fits shouldn’t come with an environmental cost or a quality layoff. It’s fair to say that upcycling is sexy, and Gen Z designers know to do it with grace. As ardent supporters of the phrase “Fashion has no gender,” we enjoy styling layered, oversized shapes, corsetry and denim that are fashionable outside of the gender spectrum.
So, here are 9 Gen Z loved and owned brands to look out for that flaunt originality, creativity, and inclusivity. Each brand, unique in its storytelling, stands out in its own right—apt for the generation that loves to dress up as the main character every day.
1. BISOU by Sachi
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The Jaipur-based brand’s vibrant collection includes loungewear, cute bucket hats, and conversation starter shirts, all with patchwork and beautiful prints. Our favourite? Their statement patchwork pants!
2. Glean Studio
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“Doing things differently, slowly, our way” aptly describes this brand. The label focuses on slow fashion with beautiful, seasonless, one-of-a-kind pieces—ranging from the racer jackets in their latest collection to puffer jackets that are an Indie girl’s dream.
3. HOS Wear
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From their ‘introvert’ printed denim to their stunning knitted cardigans, this new brand is the buzz of the town among celebs. The eye-catching pieces make it difficult to choose a favourite.
4. Matcha Pret
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As a brand beyond the binary, Matcha Pret makes seasonless clothes that lean towards sustainability, à la upcycled garments. The ‘Noiva’ denim look gives a subtle nod to the Bridgerton-era but with a modern spin.
5. Walking Vertical
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Walking Vertical is a homegrown brand with a creative space full of beautiful shapes and forms. Their signature jacket shirts in vivid colours with beautiful surfacing are a wardrobe must-have, as are their beautiful totes.
6. House Of DK
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With its cool detailing and pop of colour, here’s a go-to brand for streetwear that will do all the talking for you. House of DK is both bold and sophisticated—employing unique textile techniques and playful silhouettes.
7. Four In AO
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Conceptual yet wearable in a classic colour palette. Writer’s pick: The embellished trouser and the shirt skirt will satisfy all of our high fashion goth fantasies!
8. Sthala
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Enter the dreamy world of beautiful minimal clothing—elegant block prints and comfy jackets. The Studio Ghibli-Esque vintage dress from the latest collection should definitely be bookmarked.
9. Blueprint
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Blueprint’s newest line features statement puffer pieces that would look super cool on anyone, irrespective of gender. Our absolute favourites from them are the blueprint cargo pants and the puffer vests.
May this list inspire you to ditch that melange grey hoodie from 2016 and try on something new!
Also, read Gen Z And The Hustle Culture: This Generation Doesn’t Dream Of Being A Corporate Slave
