25 Gen Z Fashion Brands All The Cool Kids Are Shopping From In 2024

In the ever-evolving world of fashion, Gen Z has made a remarkable impact with their fresh and innovative approach. From streetwear to anti-fit fashion, these young trendsetters are redefining style with unique silhouettes, bold designs, and sustainable fabrics. Post-pandemic, Gen Z fashion has become more experimental, playful, and inclusive, embracing individuality and blurring the lines between street and high fashion.

Unlike previous generations, Gen Z thrives on experimentation and individuality in their fashion choices. Raised in a digital age, they demand authenticity from brands, insisting that their clothing reflects their values without compromising on quality or environmental responsibility. Upcycling and sustainable fashion are not just trends but essential elements of their wardrobe. Gen Z designers masterfully combine layered, oversized shapes with corsetry and denim, creating looks that transcend traditional gender norms.

If you're seeking inspiration from the latest Gen Z fashion trends, look no further. We've curated a list of nine innovative brands that embody originality, creativity, and inclusivity. These homegrown labels seamlessly blend comfort and style, offering everything from monochrome co-ord sets to anti-fit basics. Perfect for travel and everyday wear, these brands honor their Indian roots while pushing the boundaries of modern fashion. Get ready to discover the brands that will elevate your wardrobe and make you the main character in your own fashion story.

Gen Z Fashion- Key Characteristics

Gen Z fashion is defined by several distinct elements that set it apart from previous generations. Here are the key characteristics:

1. Embracing Individuality and Self-Expression

Gen Z values individuality and self-expression, using fashion as a medium to showcase their unique identities. They embrace the freedom to experiment with diverse styles, mixing and matching different aesthetics to create their own fashion narratives.

2. Sustainability and Ethical Fashion

Environmental consciousness is a significant driving force behind Gen Z fashion choices. This generation prioritizes sustainability and ethical fashion practices, opting for labels that choose eco-friendly materials, fair trade, and transparent supply chains.

3. Blurring Gender Boundaries

Gen Z fashion blurs the traditional boundaries of gender, embracing gender-neutral and unisex styles. They challenge the notion of binary gender norms and encourage inclusivity and fluidity in fashion.

4. Nostalgic Fashion Revival

Nostalgia plays a significant role in Gen Z fashion, with a penchant for reviving iconic styles from past decades. From ’90s grunge and ’80s power dressing to ’70s bohemian vibes, this generation embraces retro fashion elements and infuses them with a modern twist.

5. Emphasis on Comfort and Functionality

Gen Z puts comfort and functionality first in their fashion choices. They appreciate clothing that allows them to move freely and effortlessly, favoring relaxed and oversized silhouettes.

Understanding these key characteristics of Gen Z fashion will enable other generations to appreciate the essence of this evolving style and find inspiration to infuse their own personal fashion choices with a touch of Gen Z flair.

25 Gen Z Fashion Brands You Need To Bookmark In 2024

In the ever-evolving world of fashion, Gen Z is leading the charge with their bold, unique, and eco-conscious choices. This generation is redefining style, blending streetwear with high fashion, and prioritizing sustainability and inclusivity in every ensemble. From innovative silhouettes to sustainable fabrics, Gen Z brands are setting new trends that resonate with their desire for individuality and social responsibility. If you want to stay ahead of the fashion curve in 2024, these 25 Gen Z fashion brands are must-haves for your wardrobe. Discover the labels that are making waves and bookmark them for your next style upgrade.

1. Turn Black

Turn Black website

Turn Black is the brainchild of Nutan Dayal and Amit Singh Chauhan, who envisioned a clothing line that transcends traditional fashion norms. This all-black ethical clothing brand is renowned for its undefinable silhouettes that effortlessly break away from gender, class, size, or any other form of categorization. Emphasizing a comfort-first approach, Turn Black's clean-cut garments are crafted from ethically sourced, fair trade-certified cotton fabric. This ensures not only a high standard of quality but also a commitment to ethical production practices.

Perfect for any occasion, Turn Black’s versatile pieces are designed to coordinate seamlessly with one another, alleviating the stress of outfit planning. The brand’s minimalist yet innovative designs cater to a wide audience, making a statement with their unique aesthetic and sustainable ethos. Turn Black is more than just a clothing line; it’s a movement towards inclusive, ethical fashion that resonates with the values of today's conscientious consumers.

2. The Souled Store

The Souled Store website

The Souled Store has carved a niche for itself in the hearts of Gen Z fashion enthusiasts with its vibrant, quirky, and pop culture-inspired collections. This Mumbai-based brand, founded by Vedang Patel, Harsh Lal, Aditya Sharma, and Dhawal Parikh, seamlessly blends comfort and style, offering a range of clothing and accessories that resonate with the younger generation. Known for their official merchandise collaborations with popular franchises like Marvel, DC, and Harry Potter, The Souled Store brings a fresh, youthful energy to everyday wear.

From graphic t-shirts featuring iconic characters to quirky socks and funky backpacks, The Souled Store’s product lineup is perfect for those who want to showcase their fandom with pride. Their collections are not only visually appealing but also crafted with high-quality materials, ensuring durability and comfort. With a strong emphasis on individuality and self-expression, The Souled Store continues to be a go-to brand for Gen Zers looking to make a bold fashion statement while staying true to their unique personalities.

3. O’Frida

O'Frida website

O'Frida, founded by Rini Agarwal, epitomizes chic, effortless, and modern fashion. This brand stands out for its breathable fabrics, expertly crafted into a diverse range of silhouettes and styles. O'Frida’s collections feature earthy tones and vibrant, expressionist-movement-inspired festive prints that are perfect for those who love eye-catching attire. Whether you're looking for quirky jackets, relaxed co-ords, or peppy anti-fit dresses, O'Frida offers pieces that seamlessly blend comfort with style.

What sets O'Frida apart is its commitment to creating versatile and unique clothing that appeals to contemporary tastes. Each piece is designed to make a statement, ensuring that you stand out no matter the occasion. With its blend of modern aesthetics and artistic prints, O'Frida is a go-to brand for fashion-forward individuals seeking to infuse their wardrobe with creativity and flair.

4. Doodlage

Doodlage website

Doodlage, spearheaded by Kriti Tula, is a pioneering brand that transforms upcycled factory waste into stunning, limited-edition collections. By repurposing discarded materials, Doodlage creates fashion that is both environmentally friendly and aesthetically captivating. The brand’s philosophy revolves around producing seasonless, well-finished garments designed for longevity, ensuring each piece remains timeless and versatile.

Doodlage offers a wide range of apparel, from relaxed-fit dresses to chic denim jumpsuits, all crafted to meet the needs of the modern, eco-conscious traveler. Each garment is not only a testament to sustainable fashion but also a stylish addition to any wardrobe. Whether you are jet-setting across the globe or attending a local event, Doodlage's unique and planet-friendly creations ensure you make a statement wherever you go.

5. Glean Studio

Glean Studio embodies the ethos of slow fashion, crafting each piece with meticulous attention to detail and sustainability. Their mantra, “Doing things differently, slowly, our way,” highlights their commitment to producing beautiful, seasonless, and one-of-a-kind garments. Glean Studio's collections range from chic racer jackets to dreamy puffer jackets, each designed to stand out while maintaining a timeless appeal.

The brand's dedication to slow fashion ensures that every item is not only unique but also made to last. By focusing on high-quality materials and craftsmanship, Glean Studio creates fashion that transcends trends, offering Indie girls and fashion enthusiasts alike pieces that are both stylish and sustainable. Whether you're looking for a statement jacket or a versatile outerwear option, Glean Studio's creations are perfect for those who appreciate the art of thoughtful, intentional fashion.

6. 23°N.69°E

23°N.69°E, founded by Anas Shiekh, exemplifies the perfect blend of style and sustainability in fashion. Situated in Kutch, the brand merges traditional Indian techniques with contemporary sensibilities to create garments that are not only aesthetically pleasing but also eco-friendly. Each piece is crafted using natural dyes and employs methods like hand block printing, showcasing India’s rich artisanal heritage.

The brand's commitment to sustainability goes beyond just using eco-friendly materials; it also highlights the skill and craftsmanship of local artisans. 23°N.69°E's collections feature unique designs that appeal to those who appreciate experimenting with both style and fabrics. Whether you're drawn to their vibrant prints or the ethical production practices, 23°N.69°E offers fashion that makes a statement while supporting traditional craftsmanship and environmental consciousness.

7. Prxkhxr

Prxkhxr website

Prxkhxr, pronounced as 'prakhar', embodies a youthful and whimsical approach to fashion under the vision of founder Prakhar Chauhan. Known for their vibrant prints created entirely from scratch, the brand offers a range of clothing designed for easy living and versatile styling. Their pieces are equally adept as standalone separates or coordinated co-ords, making them ideal for creating effortless yet stylish outfits.

Designed with comfort in mind, Prxkhxr's collections are perfect for travelers seeking a seamless transition from airport attire to casual beach or safari wear. The brand's emphasis on vibrant prints and adaptable styles ensures that each piece not only stands out but also offers functionality and comfort for various occasions. Whether you're lounging by the sea or exploring new destinations, Prxkhxr's clothing blends practicality with youthful flair, catering to those who appreciate both style and ease in their wardrobe choices.

8. HOS Wear

HOS Wear has swiftly become the talk of the town, capturing attention not only for its celebrity endorsements but also for its distinctive and eye-catching designs. Known for its 'introvert' printed denim and stunning knitted cardigans, the brand brings a refreshing blend of creativity and style to the fashion scene. Each piece from HOS Wear exudes a unique charm, making it a challenge for fashion enthusiasts to pick a favorite among their collection.

The brand's focus on combining artistic flair with wearable comfort is evident in every garment, whether it's their intricately designed cardigans or their statement denim pieces. HOS Wear stands out by offering fashion-forward options that cater to those seeking both individuality and trendsetting style. With a growing reputation for innovative designs and celebrity appeal, HOS Wear continues to redefine contemporary fashion with pieces that resonate across diverse fashion preferences.

9. SIX5SIX Street

SIX5SIX Street website

Founded by the dynamic brother-sister duo Avni Aneja and Ambar Aneja, SIX5SIX Street is a brand that boldly merges sports and streetwear with a focus on self-expression. Embracing fashion as a powerful medium for personal statement, SIX5SIX Street stands out in the realm of ‘vacation streetwear’, offering a vibrant array of youthful pieces that defy conventional norms. From their latest varsity jackets to free-flowing pants and quirky prints, the brand epitomizes genderless fashion, appealing to a generation that values inclusivity and individuality.

What sets SIX5SIX Street apart is its commitment to creating clothing that not only reflects contemporary style but also empowers its wearers to express themselves freely. Each garment from the brand embodies a fusion of comfort, creativity, and cultural influences, making it a favorite among those seeking versatile and trendsetting attire. With a keen eye on global trends and a dedication to quality craftsmanship, SIX5SIX Street continues to carve its niche in the fashion industry, offering innovative designs that resonate with the modern sensibilities of today’s youth.

10. Matcha Pret

Matcha Pret website

Matcha Pret stands out in the fashion landscape as a brand that transcends traditional binaries, offering seasonless clothing with a strong emphasis on sustainability and upcycling. Founded on the principle of creating garments that defy seasons, Matcha Pret crafts each piece with a commitment to reducing environmental impact, often incorporating upcycled materials into their designs. The brand's innovative approach blends contemporary style with nods to historical eras, as seen in their 'Noiva' denim look that subtly pays homage to the Bridgerton era while infusing it with a modern twist.

Known for their distinctive aesthetic and eco-conscious practices, Matcha Pret appeals to individuals who value both style and sustainability. Their collection not only champions timeless designs but also promotes a philosophy of mindful consumption, encouraging customers to make environmentally responsible fashion choices. With a focus on quality craftsmanship and innovative design techniques, Matcha Pret continues to pave the way for ethical fashion, offering versatile pieces that resonate with the conscientious consumer of today.

11. Dhruv Kapoor

Dhruv Kapoor

Dhruv Kapoor's eponymous brand is a testament to the artful fusion of diverse materials and the creative use of custom-developed fabrics. Embracing a style that blends India's rich maximalist heritage with minimalist sensibilities, the brand offers an array of garments that exemplify contemporary sophistication. From luxurious satin bombers to intricately embroidered shirts, each piece from Dhruv Kapoor's collection exudes a unique charm, catering to individuals who appreciate bold yet refined fashion statements.

The brand encourages experimentation with its eclectic range of clothing, inviting wearers to mix and match pieces to create stylish ensembles that stand out while maintaining a touch of simplicity. Whether you opt for a statement satin bomber jacket paired with classic basics or explore their embroidered shirts for a subtle yet sophisticated look, Dhruv Kapoor ensures both comfort and style. With a commitment to quality craftsmanship and innovative design, Dhruv Kapoor continues to redefine modern fashion aesthetics, offering collections that resonate with those who value creativity and individuality in their wardrobe choices.

12. The Clothing Factory

The Clothing Factory website

The Clothing Factory’s collections are a testament to the brand’s commitment to quality and originality. Each piece is designed with meticulous attention to detail, featuring bold prints, unique cuts, and premium fabrics. From oversized hoodies and graphic tees to elegant dresses and tailored suits, the brand offers a diverse range of options that cater to various fashion tastes and occasions. This versatility allows fashion enthusiasts to express their individuality while staying on trend.

One of the standout features of The Clothing Factory is its focus on sustainability and ethical production. The brand prioritizes eco-friendly materials and fair trade practices, aligning with Gen Z's values of environmental consciousness and social responsibility. This commitment to sustainability does not compromise style, as The Clothing Factory continues to deliver cutting-edge designs that resonate with the young, dynamic crowd. Whether you're looking for a statement piece for a night out or a stylish yet comfortable outfit for everyday wear, The Clothing Factory offers the perfect blend of style, versatility, and ethical fashion.

13. Walking Vertical

Walking Vertical embodies the essence of a homegrown brand that celebrates creativity through its unique designs and distinctive aesthetic. Their collection features signature jacket shirts adorned in vivid colors and intricate surfacing, making them essential pieces for any wardrobe. Each garment is meticulously crafted to blend artistic flair with practicality, ensuring that every item not only stands out visually but also serves a functional purpose.

Beyond their striking apparel, Walking Vertical also offers a range of beautiful totes that complement their clothing line. These totes are designed with the same attention to detail and artistic sensibility, providing stylish solutions for everyday use. Whether you're looking to elevate your casual attire or add a statement piece to your accessories collection, Walking Vertical's creations promise to deliver both aesthetic appeal and functional utility, reflecting the brand's commitment to quality craftsmanship and innovative design.

14. KoAi

KoAi website

KoAi, derived from the Japanese term meaning "Love Child," centers its creative vision on the ancient Indian art of Dabu printing. This technique forms the heart of their aesthetic, inspiring vibrant graphics and patterns that grace their luxurious ensembles. Founded by Anugrah Chandra, KoAi has garnered acclaim for its bold designs, playful silhouettes, and impeccable fits that effortlessly capture the essence of a vibrant summertime escape.

Each piece from KoAi reflects a blend of tradition and contemporary allure, where Dabu print-inspired motifs breathe life into their collections. Whether it's a casual day out or an evening affair, KoAi offers versatile wardrobe choices that resonate with elegance and cultural richness. Their commitment to craftsmanship shines through in every detail, ensuring each garment not only embodies artistic expression but also meets the demands of modern fashion enthusiasts seeking distinctive style statements.

15. Naushad Ali

Naushad Ali website

Born from the rich blend of Pondicherry's Tamil and French cultures, this brand, helmed by Naushad Ali, celebrates its unique heritage through a focus on traditional fabrics and coastal influences. Their collection features breathable garments crafted in limited quantities, making them ideal companions for travel and everyday wear. Emphasizing sustainability, the brand revitalizes age-old garment-making techniques by collaborating closely with local artisans, ensuring each piece reflects a deep connection to its cultural roots.

The brand's versatile silhouettes are designed with a free-size approach, allowing for effortless layering and versatility in styling. From airy dresses to relaxed separates, their offerings cater to a variety of occasions and climates, blending comfort with a touch of sophistication. With a commitment to quality craftsmanship and cultural preservation, this brand not only offers fashion-forward choices but also supports local communities and promotes eco-conscious practices in the fashion industry.

16. House of DK

House of DK website

House of DK emerges as a standout in the realm of streetwear with its distinctive detailing and vibrant color accents, making it a go-to choice for those who want their fashion to make a statement. Bold yet refined, this brand blends sophisticated design elements with playful silhouettes, creating a style that exudes confidence and individuality.

Known for employing innovative textile techniques, House of DK ensures each piece is not only visually striking but also crafted with meticulous attention to detail. Their collections feature a mix of contemporary streetwear essentials infused with artistic flair, appealing to fashion enthusiasts looking to express themselves boldly through their clothing choices.

Whether you're drawn to their eye-catching prints or their modern take on classic streetwear staples, House of DK offers an array of options that effortlessly blend urban aesthetics with refined craftsmanship. Perfect for those who appreciate fashion as a form of self-expression, this brand continues to redefine streetwear with its unique blend of cool detailing and vibrant hues, ensuring each piece stands out in both style and substance.

17. Moral Science

Moral Science website

Isha Ahluwalia's slow fashion label is a fusion of her Himachali heritage and the moral tales she imbibed in school, infused with a touch of futuristic theatricality. Emphasizing sustainability, their collections are meticulously crafted with natural fibers and recycled nylons, delivered in eco-conscious packaging. What sets Ahluwalia's designs apart is their deliberate exploration of gendered elements in clothing, reframing conventional notions of neutrality and offering a fresh perspective on inclusive fashion.

Each garment from Ahluwalia's collections tells a story of cultural richness and environmental stewardship. By embracing traditional Himachali techniques alongside modern ethical practices, the brand not only honors its roots but also contributes to a more sustainable fashion industry. The use of natural fibers and recycled materials underscores their commitment to reducing environmental impact while promoting a style that transcends traditional gender boundaries, celebrating diversity and individuality in every stitch.

18. Sthala

Step into a serene realm of minimalist fashion, where elegant block prints and cozy jackets take center stage. This brand's approach to clothing emphasizes simplicity and comfort without compromising on style. The designs are timeless and versatile, making them perfect for any occasion, whether you're dressing up for a special event or just enjoying a casual day out.

One standout piece from their latest collection is a vintage dress that draws inspiration from the whimsical worlds of Studio Ghibli. This dress captures a sense of nostalgia and enchantment, making it a must-have addition to your wardrobe. With its delicate prints and relaxed fit, it's the perfect blend of classic elegance and contemporary charm. Don’t miss the chance to add this enchanting piece to your collection.

19. Blueprint

Blueprint website

Blueprint’s latest collection showcases bold puffer pieces designed to make a statement, transcending traditional gender norms with their inclusive appeal. These standout garments combine functionality with a cutting-edge aesthetic, ensuring that anyone can incorporate them into their wardrobe with confidence. The line offers a variety of styles that are both eye-catching and versatile, perfect for those who want to make a fashion-forward statement.

Among the highlights of this collection are the blueprint cargo pants and puffer vests. The cargo pants feature practical pockets and a sleek design, making them a stylish yet functional choice for everyday wear. The puffer vests, on the other hand, provide warmth without sacrificing style, making them an ideal layering piece for any season. These pieces embody the brand's commitment to creating innovative, gender-neutral fashion that resonates with the modern, style-conscious individual.

20. BISOU by Sachi

BISOU by Sachi website

BISOU by Sachi, a Jaipur-based fashion brand, offers a vibrant collection that effortlessly combines comfort and style. Known for its lively patchwork and beautiful prints, BISOU’s loungewear, bucket hats, and conversation-starter shirts are perfect for anyone looking to make a statement. Each piece reflects the brand’s dedication to creating unique, eye-catching designs that stand out in any crowd.

Among their standout offerings, the statement patchwork pants are a fan favorite. These pants encapsulate the brand's ethos of blending traditional craftsmanship with modern aesthetics. Whether you're lounging at home or stepping out for a casual day, BISOU by Sachi’s eclectic designs ensure you do so with flair and individuality.

21. Cava Athleisure

Cava Athleisure website

Cava Athleisure has emerged as a favorite among Gen Z for its stylish, comfortable, and performance-driven athletic wear. This brand, founded by Ria & Shreya Mittal, offers a range of athleisure pieces that seamlessly blend functionality with fashion, catering to the dynamic lifestyles of the younger generation. Known for their high-quality fabrics and innovative designs, Cava Athleisure is perfect for everything from intense workouts to casual hangouts.

The brand's collection features a variety of activewear essentials, including leggings, sports bras, joggers, and hoodies, all designed with a keen eye for detail and a commitment to comfort. Cava Athleisure's pieces are crafted using breathable, moisture-wicking materials that ensure optimal performance while maintaining a sleek and stylish appearance. The brand also emphasizes sustainability, incorporating eco-friendly practices and materials into their production process, which resonates deeply with Gen Z's values.

22. Griffel

Griffel website

Griffel is making waves in the Gen Z fashion scene with its bold, edgy streetwear that combines urban aesthetics with high-quality craftsmanship. Founded by Sagar Chhabra, this brand is known for its unique take on street fashion, offering pieces that are not only trendy but also durable and functional. Griffel's collections feature a mix of oversized silhouettes, striking graphics, and innovative fabric blends, making it a standout choice for the style-conscious youth.

At the heart of Griffel's appeal is its commitment to pushing the boundaries of traditional streetwear. The brand's design philosophy embraces a fusion of art and fashion, resulting in garments that are as visually captivating as they are comfortable. From graphic tees and hoodies to statement jackets and cargo pants, each piece is meticulously crafted to reflect contemporary street culture while offering a fresh, individualistic edge.

23. Warping Theories

Warping Theories

Warping Theories, born from the creative collaboration between Kuship Parmar and Urvash Parmar, represents a bold departure from traditional Indian streetwear norms. By merging their respective labels, Warp and Pro-Anti Theory, the duo has crafted a brand that champions minimalism, neutrality, and functionality. Established in 2021, the brand swiftly carved its niche with a commitment to delivering simple yet timeless silhouettes that defy seasonal trends.

At the heart of Warping Theories lies a dedication to challenging conventional notions within the Indian streetwear scene. Embracing an ethos of simplicity and timelessness, their garments are designed to transcend fleeting fashion trends, offering effortless chicness and unconventional style. With each collection, Warping Theories not only aims to redefine Indian streetwear aesthetics but also positions itself as a go-to choice for modern individuals seeking versatile, sophisticated apparel that seamlessly blends minimalism with functional elegance.

24. NorBlack NorWhite

NorBlack NorWhite

NorBlack NorWhite, founded by Mriga Kapadiya and Amrit Kumar, stands at the intersection of contemporary fashion and traditional Indian textiles. Embracing India's rich cultural heritage, the brand reinterprets traditional textiles and techniques to create unique pieces that resonate with modern fashion sensibilities. Central to NBNW's ethos are their iconic creations like the 'BomBombers' and reversible Bandhani silk tracksuits, which blend the vibrancy of Indian craftsmanship with the versatility demanded by today's global fashion scene.

Each garment from NorBlack NorWhite tells a story of cultural fusion and artistic innovation. Whether you're jet-setting through airports, stepping out for a night on the town, or enjoying a casual house party, NBNW's offerings exude a blend of comfort, style, and cultural authenticity. The brand's commitment to sustainability and craftsmanship shines through in every piece, making NorBlack NorWhite a standout choice for those who appreciate fashion that honors tradition while embracing contemporary flair.

25. Mad Over Print

Mad Over Print website

The brand offers a wide range of streetwear essentials, from oversized hoodies and statement tees to trendy joggers and stylish jackets. Each piece is meticulously designed to feature unique prints and innovative designs that reflect the latest trends while maintaining a distinct, individualistic vibe. The use of high-quality fabrics ensures that the clothing is not only stylish but also comfortable and durable, making it perfect for everyday wear.

Mad Over Print’s commitment to sustainability and ethical production practices resonates strongly with Gen Z’s values. The brand prioritizes eco-friendly materials and ethical manufacturing processes, ensuring that each piece is produced with minimal environmental impact. This dedication to sustainability does not come at the cost of style, as Mad Over Print continues to push the boundaries of streetwear fashion with its dynamic and eclectic collections. For those looking to make a bold fashion statement while supporting a brand that aligns with their values, Mad Over Print is the go-to choice.

Where can you shop for Gen Z fashion brands?

Shopping for Gen Z fashion brands has never been easier, with a plethora of options available both online and offline. Whether you're looking for sustainable pieces, edgy streetwear, or unique, statement-making outfits, there are countless stores and platforms catering specifically to Gen Z's fashion needs. From dedicated brand websites to popular e-commerce platforms and trendy boutiques, you can find the latest collections and timeless staples that resonate with Gen Z's values of individuality, sustainability, and inclusivity. Here's a guide to some of the best places where you can shop for your favorite Gen Z fashion brands.

1. Myntra FWD

Myntra FWD

Myntra FWD is a dynamic section within the renowned Myntra platform, dedicated to the latest in contemporary fashion. It caters specifically to trend-conscious shoppers, offering a curated selection of cutting-edge styles from emerging and established brands. With an emphasis on innovation and trendsetting designs, Myntra FWD is the go-to destination for Gen Z fashion enthusiasts who want to stay ahead of the curve and express their unique style.

2. GoFynd


GoFynd is a versatile fashion marketplace that brings together a diverse range of brands and products under one roof. Known for its user-friendly interface and extensive catalog, GoFynd offers everything from casual streetwear to chic occasion wear, making it a favorite among Gen Z shoppers. The platform's focus on providing seamless shopping experiences and exclusive deals ensures that fashion-forward individuals can easily find and purchase the latest trends.

3. Ajiogram


Ajiogram is a vibrant online marketplace that combines social media elements with fashion retail, creating a unique shopping experience for Gen Z consumers. By integrating user-generated content, fashion inspirations, and direct shopping options, Ajiogram fosters a community-driven environment where shoppers can discover and engage with new styles. This innovative approach makes Ajiogram a popular choice for those looking to explore diverse fashion trends and connect with like-minded individuals.

4. Virgio


Virgio stands out as a dedicated sustainable fashion marketplace, catering to the environmentally conscious Gen Z consumer. The platform features a curated selection of eco-friendly brands and products that prioritize ethical production practices and sustainable materials. By offering stylish and sustainable fashion choices, Virgio empowers shoppers to make responsible purchasing decisions without compromising on style. It’s the perfect destination for those who want to look good while doing good for the planet.

5. Koovs Fashion

Koovs is a popular fashion destination known for its eclectic mix of streetwear and high fashion. With a strong emphasis on affordable luxury, Koovs offers a wide array of stylish clothing, accessories, and footwear that resonate with the Gen Z demographic. The platform's commitment to bringing the latest international trends to India, coupled with its frequent collaborations with top designers, ensures that shoppers always have access to fresh and exciting fashion.

How can you shop from GoFynd?

To shop from GoFynd, follow these steps:

1. Visit the Website or App: Go to the GoFynd website or download the GoFynd mobile app from the App Store (for iOS) or Google Play Store (for Android).

2. Create an Account: Sign up or log in to your GoFynd account. You can create an account using your email address or social media profiles for easy access.

3. Browse Categories: Explore the various categories available on GoFynd, such as men's and women's clothing, footwear, accessories, and more. You can also search for specific items using keywords.

4. Add Items to Cart: Once you find an item you like, select the size (if applicable) and click on "Add to Cart". Continue browsing or proceed to checkout if you're ready to purchase.

5. Review Cart: Review the items in your cart to ensure everything is correct. You can edit quantities or remove items if needed.

6. Proceed to Checkout: Click on "Proceed to Checkout" to enter your shipping address, select a payment method, and review your order details.

7. Place Order: Confirm your order by clicking on "Place Order". You will receive an order confirmation with details of your purchase.

8. Track Your Order: You can track the status of your order through the GoFynd app or website. Once shipped, you will receive updates on delivery status and estimated arrival time.

9. Enjoy Your Purchase: Once your order arrives, enjoy your new fashion finds from GoFynd!

Shopping from GoFynd is convenient and user-friendly, offering a seamless experience to browse, shop, and receive fashion items directly at your doorstep. 


What brands does Gen Z wear?

Gen Z gravitates towards brands that emphasize sustainability, inclusivity, and individuality. Popular brands include Nike, Adidas, Champion, Urban Outfitters, ASOS, H&M, Zara, and smaller, niche brands that promote ethical practices and unique styles.

Where are Gen Z buying clothes?

Gen Z shops both online and in-store, with a preference for online platforms like Amazon, ASOS, H&M, and Zara, as well as social commerce sites such as Instagram and TikTok. They also frequent thrift stores, vintage shops, and sustainable fashion marketplaces like Depop and Poshmark.

What is luxury for Gen Z?

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Luxury for Gen Z extends beyond traditional high-end brands to include experiences, sustainability, and exclusivity. They value brands that offer transparency in sourcing and manufacturing, unique designs, and limited editions that resonate with their values and lifestyle.

What products do Gen Z buy the most?

Gen Z is inclined towards streetwear, athleisure, sustainable fashion, and accessories like sneakers, hoodies, graphic tees, and statement pieces. They also invest in skincare products, tech gadgets, and experiences such as travel and concerts.

What is popular with Gen Z right now?

Current trends among Gen Z include gender-neutral fashion, sustainability, retro and vintage styles (like '90s and '00s aesthetics), streetwear influences, and DIY/customized clothing. They also embrace cultural diversity and are keen on supporting brands that align with their social values.

Why does Gen Z like baggy clothes?

Baggy clothes appeal to Gen Z for several reasons. They offer comfort and practicality, allowing for ease of movement and a relaxed fit that suits their active lifestyles. Baggy styles also challenge traditional gender norms and provide a sense of individuality and self-expression, allowing them to defy mainstream fashion standards. Additionally, oversized garments align with streetwear influences and offer versatility in styling, making them a popular choice among this demographic.

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About The Closet

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