
Published 31 August 2022
Similar to 2022’s Goth Lovers cohort in their irreverence, passion for music and symbiotic relationship with both underground and online culture, this is the most subversive of our 2023 collectives to watch. It’s a decidedly alternative grouping – however, huge opportunity exists to engage with them via their ferocious appetite for all things edgy, unsung and off-piste.



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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...