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The old saying goes, “You are what you eat,” but what about what you wear?
In a world where Amazon packages move across the country overnight, polyester is incredibly cheap, and the fast fashion industry seems to care little about human rights issues, some Gen Z shoppers are calling for a slower, more earth-friendly approach to sourcing and production.
Some buy locally, others buy shiny sneakers made from grape leaves from PANGAIA.
Related: The best sustainable clothing brands to buy
Yes, that’s right. It’s not necessarily surprising that a younger, more educated generation would gravitate toward brands that are trying to right some of the wrongs of the past. In fact, a Forbes report found that 73% of Gen Z shoppers are willing to pay 10% more for sustainable products.
Of course, social media is full of fashion talk and trend analysis, but TikTok has also always been bustling with solution-focused fashion, like 21-year-old Karey Burke’s shoe video from PANGAIA released a few years ago.
Burke, a social media influencer, author of “My Real Life Rom-Com” and former New York Post business intern, isn’t surprised that “earth-friendly” brands like PANGAIA remain popular among Gen Z.
She told The Post that “PANGAIA has been a big hit” during the pandemic, even though shoppers looking for future-forward styles have had to pay a little more: Many of PANGAIA’s must-have pieces range from $150 to $900.
“Gen Z is very socially and environmentally active, so we make a special effort to create clothes that reflect their activism and spontaneity,” she explained.
When asked why Pangaia was successful during the pandemic, Burke replied, “The world was falling apart, so we thought if there was anything we could do to keep the environment healthy, we would do it.”
What’s hard to imagine is how earth-positive fashion could take hold as a real alternative to fast fashion, even expanding its influence post-pandemic. PANGAIA could be evidence of a younger generation of shoppers shifting toward solution-driven style.
Since 2018, the brand has been assembling a “global collective” of artists, scientists, engineers and designers, with the goal of co-creating business models that are better for the planet than if the products didn’t exist at all.
“Our mission is to inspire and accelerate a planet-friendly future by creating value that enhances the quality of life for humans, animals and plants,” a statement on PANGAIA’s website reads.
It may seem futuristic, but it’s not out of reach.
Solutions are already being built into styles: plant-based denim, fabrics made from eucalyptus pulp, water-based black ink made from air pollution particles, leather alternatives made from grape waste (think: Burke’s baby blue sneakers).
Since its launch in 2018, PANGAIA has released more and more designs to attract younger consumers.
Recently, the brand has launched a collection of casual athleisure pieces popular with Gen Z, including hoodies, sweatshirts, and tracksuit sets in seasonally appropriate colors like muted indigo blue, warm, sparkling goji berry, and rustic desert camel. Earlier this month, the brand also unveiled a collection of graphic tees with a trendy, vintage feel.
The latest Nylon collection features unisex styles and is “designed for both men and women who appreciate fashion-forward thinking and practicality.” The silhouettes are made from discarded materials such as recycled fishing nets, fabric scraps and industrial plastics to reduce environmental waste.
If there’s one thing Pangaia has done right to stay relevant in the turbulent post-COVID shopping economy, it’s combining two things twenty-somethings love: sophisticated casual fashion and recycled materials.
That said, Burke remains concerned that Gen Z’s fashion habits are so dependent on disposable income.
“I’m interested to see if Gen Z will continue to pay the extra buck for sustainable clothing,” she mused. “My generation is at a post-university age where we’re trying to make ends meet, secure a job, pay rent. It’ll be interesting to see if we still have the budget to shop sustainably.”
Only time will tell if brands like PANGAIA can continue to compete and capture customers in the fast fashion industry — after all, not everyone can afford $110 grape leaf sneakers.
Likewise, it doesn’t seem like many other brands are taking their place.
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