The Gen Z Brands Asking You to Wear It Like You Mean It

With all the talk of Quiet Luxury eating up the Sofia Richie adorners, the other side of fashion is noticing a much bolder approach to trends. From political statements to irony-fuelled slogan tees, it seems fashion is getting its personality back.

One brand that has been paving the way for slogan-heavy pieces is independent brand, Cowboys of Habit. Owned by 25-year-old Hannah Waite, Cowboys gained traction during lockdown when her humorous, meme-filled Instagram set the tone for her collections (catchphrases like ‘J’adore Cowboys’ and ‘Trophy Wife’ being two that jump to mind). When Kendall Jenner wore the ‘J’adore Cowboys’ tank top, the fashion girls followed suit, selling out the sought-after top. It's not surprising that brands following the meme culture of Gen Z have gained popularity in the past few years with even Vogue describing the designers as ‘meme lords using fashion to stand out'.

Using shock factor in an era of ‘Cancel Culture’, you may think American brand Praying would have flopped before it even started, but their ironic religious messaging has done quite the opposite. Worn by the likes of Addison Rae and Megan Thee Stallion, the brand has added the Holy Trinity to Bikinis and branded Shoulder Bags with slogans like ‘God’s Favourite’. Combining meme culture with a Y2K influence (see their Brangelina bag), Praying are proving that that pushing boundaries can really set a brand ahead.

It doesn’t stop there, in fact, Dsquared took this boldness to the runway. With baby grows adapted to look like Crop Tops (branded with ‘it’s a boy!’ across the front) and trucker hats featuring phrases like ‘It's Fucking Freezing’, their AW23 collection was the embodiment of not taking anything too seriously. Considering the social media, copycat-fuelled world that constantly battles against individuality and standing out, could we finally be seeing an open door to the other side?

During a time when young creatives are often feeling ignored and forgotten, many are now leaving us with no choice but to pay attention. It’s not only a meme-inspired trend either – it would seem politics has found a place here too. With Martine Rose using her platform to address the governmental issues in the UK by plastering ‘Promising Britain’ over a Clown T-shirt, and even emerging designers like Hannah Garner using slogans like ‘Fear the Working Class’ in her CSM Graduate Collection, it’s proving to be the era of wear your clothes like you mean it.