We have long said ‘You are what you eat’. But what to wear?
In a world where Amazon packages cross the country overnight, polyester prices seem too good to be true, and the fast fashion industry seems largely unconcerned by human rights concerns, some Gen Z shoppers are seeking slower, more earth-positive approaches to sourcing and production.
Some are buying bars, and some are buying shiny sneakers made of grape leaves from PANGAIA.
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Yes, you read that right. It’s not necessarily surprising that the younger, more educated generation gravitates more toward brands that are working to right some of the wrongs of the past. In fact, a report from Forbes has shown that 73% of Gen Z shoppers are willing to pay 10% more for durable products.
Of course, social media is filled with fashion pulls and trend analysis, and there’s a certain side of TikTok that always seems to be buzzing with solution-driven fashion, like 21-year-old Carrie Berk’s video of those shoes that PANGAIA published a couple of years ago.
Berk, who is a social media influencer, author of “My Real Life Rom-Com” and a former New York Post Commerce intern, isn’t surprised that “earth-friendly” brands like PANGAIA are still in style for Gen Mr.
She told The Post that “PANGAIA was all the rage” during the pandemic, even though shoppers would have to shell out a few dollars more for future styles. Many PANGAIA essentials range from $150 to $900.
“General Z is very socially and environmentally active, so we make an extra effort to have our clothing reflect our activism and take the initiative,” she explained.
When asked why he thought PANGAIA arose during the pandemic, Berk replied, “The world was falling apart, so if we could do something to keep the environment healthy … then we did it.”
What may have been harder to imagine was how earth-positive fashion has stuck as a true alternative to fast fashion—and perhaps even—expanded its reach post-pandemic. PANGAIA may be proof of younger buyers moving towards solution-driven styles.
Since 2018, the brand has brought together a “global collective” of artists, scientists, technologists and designers. The goal: to work together to create a business model where products are better for the planet than if they didn’t exist.
“We are on a mission to inspire and accelerate a positive future for Earth by creating value that enhances the quality of human, animal and plant life,” reads a statement on PANGAIA’s website.
It may seem futuristic, but it is not unattainable.
The solutions are already embedded in the styles; plant-based denim, fabric forged from eucalyptus pulp, water-based black paint made from air pollution particles, and a leather alternative made from grape waste (ie Berk’s baby blue sneakers).
Since launching in 2018, PANGAIA has released more and more models to attract younger consumers.
Recently, a collection of sporty pieces adored by Gen-Z – hoodies, sweatshirts and tracksuits in seasonal colors including a soothing indigo blue, warm and shiny goji grain and earthy desert camel. Earlier this month, the brand also introduced a collection of graphic tees with a trendy, vintage vibe.
Nylon’s newest collection features unisex styles, “designed for both men and women who appreciate the thoughtfulness and practicality of fashion.” The silhouettes are made with discarded materials such as fishing nets, fabric scraps and industrial plastics that are recycled to mitigate environmental waste.
If there’s one thing PANGAIA has done right to remain relevant in the post-Covid shopping economy, it’s the combination of two things twenty-somethings want; sleek-casual fashion and regenerative materials.
All that said, Berk is still weary that Gen Z’s style habits depend largely on disposable income.
“I’ll be curious to see if Gen Z will continue to pay extra for durable clothing,” she mused. “My generation is in that post-graduation era where they’re trying to make it, get a job and pay the rent. It will be interesting to see if the budget will be set aside to buy sustainably.”
Time will tell if brands like PANGAIA can continue to compete and win customers from the fast fashion industry. After all, not everyone can afford $110 grape leaf sneakers.
Likewise, it doesn’t look like many other brands are filling their shoes.
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