An identity beyond the algorithm: the trends Gen Z loves

Not just a brand – a true manifesto. Born in a bedroom, grown through its community, known for its iconic sweatshirts and logo tees that speak of freedom, respect and raw authenticity.

Nothing says ‘investment’ like a wear-forever jacket. Carhartt WIP blends humble workwear roots with streetwise flair. From Detroit jackets to beanies and backpacks, these easy-styling pieces are built to last without trying too hard.

Scuffers doesn’t do neutral. It plays with irony, attitude and a wild edge. Think leopard print hoodies, pop-infused graphics and a visual language that makes a statement in your wardrobe.

Graphic design meets clean lines and everyday function. From oversized knits to statement sweatshirts, the brand’s look speaks volumes – even when you're not saying a word.

TwoJeys designs resonate with the Gen Z mindset. Its rings, necklaces and sweatshirts blend genderless codes with Barcelona spirit and the confidence to lead fashion trends.

Soft energy, subtle silhouettes, no extra noise. Cold Culture is comfort with edge: think hoodies, laid-back trousers and off-duty looks that feel like true style – not just an outfit.

Luxury isn’t off-limits, it’s just evolving.

Gen Z consciously embraces the lingering scent of Aire by LOEWE Perfumes, confidence-boosting Gucci sunglasses and TAG Heuer watches that tell more than just the time.