Fashion Industry Today:
In a world where prices are increasing for everything from coffee to cars, why is the cost of clothing going down? Why do we have closets full of clothes and shoes, but still continue to buy more? Fashion is a form of expression for many individuals, and the definition of fashion can differ based on the individual. Today, fashion is less about practicality than it used to be and is more of a tool for personal expression. The industry is worth $1.5 trillion dollars, but brands are continuing to sell cheaply made products with extreme amounts of waste for close to nothing.
Fast fashion is affordable clothing that gets produced quickly as trends are sprouting into the market. Fast fashion sounds like a fantastic idea, but it isn’t adequate for the environment. The costs of pieces that are turned around in as quick as a week are a lot lower than one would expect, and this causes problems for those who are creating the clothing, and this causes problems for those who are creating the clothing because they get paid incredibly low wages. Fast fashion is something that Generation Z has recognized as an issue and has started to go against.
Who is Gen Z?
Generation Z (“Gen Z”) is the up and coming generation of individuals born in the mid-1990s, who are in the epicenter of the social media craze. I’m a member of this generation and I have learned a lot about the characteristics of my fellow young Gen Zers. Some of these characteristics include being technologically savvy, preferring materialistic items over experiences, promoting self-expression, and naively thinking they know everything. Gen Z is on track to being the most educated generation in history, so one would think that with so much information at their fingertips, they would want fashion to be more sustainable and environmentally friendly.
Gen Z and Fashion
Fashion is very important to Gen Z. Social media allows them to stay up to date with the latest trends and news on fashion brands. Brands have been targeting this age group through Instagram ads because they know that the generation makes purchases based on trends and quick judgments. Direct-to-consumer brands are ramping up their marketing towards this generation because of their social media presence, and are increasing revenue from this young generation. For D2C brands, social media is one of the main driving forces for sales and young 20-somethings spend hours a day on these platforms.
Gen Zers love anything up and coming, whether it is a new sunglasses brand, a cool new shoe that celebrities are wearing, or even a crazy new hairstyle. Style icons for this generation include Justin and Hailey Bieber, Jaden Smith, and many others. A classic sneaker is a key part of each icon’s closet. Brands are coming out with crazy new ways to update the classic white tennis shoe and Kengos is doing it by making it 98% plant-based.
Gen Z’s Push for Sustainable Fashion
Buying sustainably is a new way of thinking for Gen Z, and more and more young adults are becoming educated on the industry and how wasteful it can be. There is so much more information out there about waste in the fashion industry and terrible working conditions at fast-fashion companies. Gen Zers don’t want to be part of that cycle and are pushing against these practices. My generation is realizing that in order to be environmentally conscious, we need to start buying from brands that value sustainability and ethical practices.
Here at Kengos, creating something fashion-forward and comfortable goes hand-in-hand with eliminating waste. Our shoes are made from plant-based ingredients and materials that look spectacular on the foot and make a meaningful impact on the environment. We wanted our shoes to be different from the status quo, so we decided to use plant-based materials throughout, including corn, organic cotton, eucalyptus, natural rubber and latex, and natural cork. These materials are all-natural and we hope to inspire others to use plant-based materials in their products. As well as using plant-based materials, we are minimizing waste in the production process by making sure that our knit materials are cut specifically for each shoe in a way where we will waste none of the knit materials. We have a can-do attitude about ethical practices during production and want more brands to follow in our footsteps with sustainability. Gen Zers will appreciate what we are doing as a brand and love the look of our shoes, as they aren’t just like any other casual sneaker.
Like what we’re all about? Join us on our journey to a more sustainable fashion world!
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Written By: Seton Swiderski, Social Media & Content Manager
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