We’ve long said ‘You are what you eat.’ But what about, what you 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 unbothered by human rights concerns, some Gen Z shoppers are seeking slower, more earth-positive approaches to sourcing and production.
Some are buying local, and some are shopping for glossy sneakers made out of grape leaves from PANGAIA.
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Yes, you read that right. It’s not necessarily surprising 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 by Forbes has indicated that 73% of Gen Z shoppers are willing to pay 10% more for sustainable products.
Of course, social media is filled with fashion hauls and trend analyses, and there is 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 released 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 Z.
She told The Post that “PANGAIA was all the hype” during the pandemic, even though shoppers would have had to fork out a few more dollars for the future-forward styles. Many PANGAIA essentials range between $150 to $900.
“Gen Z is very socially and environmentally active, so we make an extra effort for our clothes to reflect our activism and take initiative,” she explained.
When asked why she thought PANGAIA took off during the pandemic, Berk responded “The world was falling apart, so if there was something we could do to keep the environment healthy… then we did.”
What may have been harder to imagine was how earth-positive fashion has stuck around as a real alternative to fast fashion — and even possibly — widened its reach post-pandemic. PANGAIA could be proof of younger shoppers’ movement towards solution-driven styles.
Since 2018, the brand has brought together a “global collective” of artists, scientists, technologists, and designers. The goal: work together to create a business model where products are better for the planet than if they did not exist.
“We are on a mission to inspire and accelerate an Earth Positive future by creating value that elevates human, animal, and plant quality of life,” a statement on PANGAIA’S website reads.
It might seem futuristic, but it’s not out of reach.
The solutions are already embedded in the styles; plant-based denim, fabric forged from eucalyptus pulp, water-based black ink made from air pollution particles, and a leather alternative made from grape waste (i.e. Berk’s baby blue sneakers).
Since launching in 2018, PANGAIA has released more and more designs to attract younger consumers.
Most recently, a collection of casual Gen-Z-adored athleisure pieces — hoodies, sweatshirts, and track sets in seasonal colorways including a calming indigo blue, warm and glowy goji berry, and earthy desert camel. Earlier this month, the brand also dropped a graphic tee-shirt collection with a trendy, vintage flair.
The newest nylon collection features unisex styles, “designed for both men and women who appreciate fashion-forward thinking and practicality.” Silhouettes are made with discarded materials like fishing nets, fabric scraps, and industrial plastics that are recycled to mitigate environmental waste.
If there is one thing that PANGAIA has done right to remain relevant in the strife post-COVID shopping economy, it’s combining two things twenty-somethings love; sleek-casual fashion, and regenerative materials.
All that to be said, Berk is still weary that Gen Z’s style habits are largely dependent on disposable income.
“I’ll be curious to see if Gen Z will continue to pay extra for sustainable clothing,” she pondered. “My generation is in that post-grad era where they’re trying to get by, secure a job, and pay rent. It’ll be interesting to see if the budget will still be set aside to shop sustainably.”
Time will tell if brands like PANGAIA can continue to compete and win over customers from the fast fashion industry. After all, not everyone can afford $110 grape leaf sneakers.
In the same vein, it doesn’t appear that many other brands are filling their shoes.
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