Here are eight of the coolest brands that will help Gen Z experiment with style like never before

Recently, an image of Gen Z women standing on an Alabama street in the United States went viral, as they were all dressed in a similar fit—black tops paired with light-washed blue jeans. The post implied that the outfit had become a "uniform" for the new generation. And while this may be true for many—including myself, as you'd often find me in a black tank top and a pair of denim jeans—Gen Z fashion is not limited to just this. Brand voices, colours, textures, and patterns are just as important. The truth is, this generation might want to stop playing it safe and experiment more with silhouettes (a note to self as well). So, if you too are looking to mix up your style or find your personal look, we've compiled a list of fashion brands that are carving out their own niches, bringing a diverse range of textures, colours, patterns, and styles to the scene.

Life and Jam

Everyone loves athleisure, especially Gen Z, and Life & Jam is a brand you should definitely check out. Their collection features everything from bralettes and yoga pants to jackets and t-shirts, all designed for comfort and style. The focus is on clothes that fit seamlessly into everyday life. What makes Life & Jam stand out is its commitment to empowering women and supporting local artisans, making it a brand that’s about more than just fashion. 

All Things Black and White

Now, if there’s one thing you need to know about Gen Z, it’s that they’re all about black and white. That’s where this brand comes in—created by a mother-daughter duo, Sapna and Ananya, it’s the perfect place to find everything in these timeless shades. From classic essentials and chic dresses to tailored suits and stylish accessories, they’ve got it all. The high-quality pieces are made to elevate your style and can easily be mixed and matched for any occasion. Whether you’re dressing for a fancy day or a more sophisticated evening, you’ll find the perfect black-and-white outfit here.

Exhale Label

Palak, the founder of the brand, created it as a blend of two of her passions—fashion and psychology. Here, you’ll find bold prints and slogans on t-shirts that speak to your inner thoughts or reflect your personality. Celebrities and influencers, including Kriti Sanon, have definitely given this brand their stamp of approval. The brand is also a strong advocate for mental health and supports the generation as a whole. This is definitely a label you’ll want to have in your wardrobe.

Erode clothing

If there’s one brand that truly experiments with textures and colours, it’s Erode. Known for its bold approach, the brand mixes innovative designs with a fresh take on traditional tailoring, breaking free from gender stereotypes. Think bold jackets, suits, pants, skirts, blouses—everything. Their collections feature unique silhouettes and patterns, creating standout pieces that challenge fast fashion. What makes Erode special is its focus on craftsmanship, working closely with artisans to produce high-quality garments that carry real value. 

Bisou by Sachi 

Bisou by Sachi is a fresh, Gen Z take on advocating for Indian textiles. Founded by Sachi, who grew up immersed in her family’s block printing legacy, the brand blends traditional craftsmanship with modern style. Offering everything from jackets to t-shirts to bags to blouses, each piece showcases intricate Indian textile techniques in a contemporary, wearable way. It’s one of the few first brands that make traditional art accessible and stylish for today’s generation. 

Doodle Age

Doodle Age is a brand all about sustainability, something Gen Z truly cares about. They focus on three key materials: upcycled, recycled, and zero waste. Known and loved for their cool, quirky prints, Doodle Age offers a range of stylish pieces that you can never get enough of. From shirts and t-shirts to jackets, dresses, skirts, and even blazers—there’s something for everyone. If you’re a fan of bold prints and vibrant colours, this brand is definitely for you.

Nor Black Nor White

Nor Black Nor White is a brand born from a deep connection to roots and a passion for cultural exploration. Founded by Amrit and Mriga, who moved from Toronto to Bombay in 2010, NBNW celebrates India's rich craftsmanship through bold, innovative designs. Their iconic pieces, like the 'BomBombers' (reversible silk suits), reflect a love for traditional textiles reinterpreted in fresh, Gen Z ways. The brand experiments with a wide range of clothes, from dresses and skirts to shirts and more, all with a focus on reimagining old-school techniques for everyday wear. 

Ostilos

Ostilos is one of the coolest menswear brands out there, effortlessly combining fashion with personality. The brand plays with all sorts of silhouettes, experimenting with everything from relaxed fits to sharp tailoring. It’s all about taking risks and creating standout pieces that let individuality shine. If you’re looking to break away from the usual and express your personal style, this brand is definitely one to check out.

Lead image credit: All Things Black & White Shop

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