Gen Z style is widely inspired by the street style of the ’80s leading into the ’90s and 2000s that can be credited to black and brown communities. The younger generation today resonates with what street fashion represented in the past. “Fashion is an unofficial element of hip-hop culture,” Elena Romero, professor at FIT and the author of “Free Stylin’: How Hip-Hop Changed the Fashion Industry,” told Glossy. “Designer brands didn’t cater to the Black and brown communities.” Because of this, Gen Z prefers to support streetwear brands with a mission to have more inclusivity, diversity, and equity.
According to Vogue Business, the brand Adidas found that Gen Z favored the ’90s aesthetic derived from hip-hop, sports, and rave culture of the time. “Young people appreciate these styles based on their ability to trigger a cultural reference or [relatable], giving meaningful association to their lives today,” vice president of product at Adidas, Torben Schumacher tells Vogue Business. As companies take notice, they’re able to better cater to the young people and what they look for in a brand. As a result, Adidas ranks as the No. 3 most popular brand amongst Gen Z consumers.