
Published 03 February 2023
A key trend in our Gen Z Style IRL 2023 report, merch bearing ironic and rebellious catchphrases is all the rage with youth cohorts looking to make a statement – and a shareable social media moment. We highlight six brands with meme-heavy motifs and sarcastic slogans that are resonating strongly with young consumers’ sardonic sensibilities.



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Music is becoming a key area of focus for Gen Z fashion, with headphones and tech accessories marking exciting evolutions of the customisation and personalisation boom, while band tees infiltrate sports fandoms in a big way. Elsewhere, active cohorts discover new aesthetics of interest, and major commercial IPs and...