Decoding Gen Z and the complicated economics of fashion

Brands and what we’re buying day to day, or how we’re spending our money overall, often have me thinking about the overall economic state of people on the bottom rungs of society’s ladder.

Let’s work from a few premises, using fashion, our clothes, as the vehicle. Fast fashion is dying or only important to those who can afford the constant changing styles and trends, workwear represents an image of stability and durability in an era of change, and ethical consumption is in direct competition with healthy spending habits.

The world is in such a time of political, social and cultural upheaval. From my perspective as a journalist and zillenial, or just as a young person still working his way towards the heights of his personal and professional life, I find that what is selling is an image of authenticity, and what is standing the test of time is things that are truly durable, image notwithstanding.

Perhaps, this is too high-minded, but when I see corporate yuppies and suburban royalty walking around in chunky denim, thick leather and waxed canvas, seeking some image of social durability, I feel strange. These are men imitating the aesthetic of being working class for any number of reasons, while the actual culture of those of us globally closer to the ground than the clouds is that of authenticity, not an imitation of something xyz social group believes to be authentic.

Imagine a fast fashion brand made cheaply and sold for far more than its worth but far less than what it should cost for all the labour that did go into it. Styles shift and change with the weather or what’s trending on social media, and piles of tech, accessories, clothing and so on end up in the trash. 

As someone considered financially to be ‘working class’ on the scale of urban, overeducated Canadians, I can’t help but wonder to what end people still embrace these inauthentic trends. For some it is financial ­— someone might be able to afford $50 boots every year that fall apart in six months, but never the $500 boots that would last them a lifetime. Lacking that initial seed of cash flow, there will always be a failure to launch or a hurdle ahead you can never quite overcome.

Now, identifying privilege, financial or otherwise, is nothing new. But with clothing, especially in Dubai and the surrounding areas, the way people choose to dress and spend their time and money can — and has — lead to massive shifts in culture and society.

On a more basic level, I’m not going to buy from a brand that treats its employees like trash and overcharges for a cheap product when I can choose to scrimp and save for that more durable, longer lasting item or product. For further context, in these times, overcoming one hurdle early isn’t enough, but it’s a sign to yourself and others that you’ve embraced a different mindset.

I see it as more evolved, as moving away from consumerism and towards ethical use of my money. It meant opening my wallet for a new pair of jeans that will last me a lifetime but boycotting a new superhero movie because of the inclusion of an Israeli character.