
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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The A/W 26 catwalk season delivered an upbeat mood and powerful messages conveying a sea-change in the market as fast-changing fashion fads fall off the radar in favour of a new reductive mood and cloths that have an enduring wearability.