Nina Jobst
Research expert covering South Korea
Generation Z fashion in the United States - statistics & facts
Wide-leg, high-waisted, skinny, and ripped, in the world of pants alone there are plenty of fashion trends which seem to be loved by young consumers, but older shoppers are much less enthusiastic about. The generation born between the late 1990s and early 2010s, many people belonging to Generation Z are just entering the job market, meaning their mean disposable household income will greatly increase over the coming years. This income may well be spent on apparel, as a large portion of 18-to-29-year-olds shared that they closely follow recent fashion trends.
While many young consumers express a strong desire to make ethical choices, price remains the main factor when it comes to fashion purchases. However, as this generation grows more self-assured in their style, we may see a departure from microtrends and instead witness a more intentional and informed model – one where technology helps individuals find clothing that matches and reflects their identity, principles, and lifestyle.
Fashion spending habits
The average annual expenditure on apparel and services by Gen Z in the United States in 2023 stood at roughly 1,700 U.S. dollars. This figure was even higher for those earning between more than 70,000 U.S. dollars, which was the income bracket with the highest average expenditure. Many factors were in play when Gen Z came to decide what to spend their hard-earned money on. T-shirts and tops were the most purchased articles of clothing in 2025, with 72 percent of responses, followed closely by pants and jeans.Popular brands among Gen Z
According to a 2024 survey, Forever 21 was the most popular of selected clothing brands among Generation Z in the United States, with just under half of respondents saying they liked the brand. This leading title was shared with H&M. These two brands also topped the charts of the most used fashion stores by this demographic. From these survey results, and a ranking of the clothing brands growing in popularity among Gen Z, it can be seen that despite a proclaimed concern over sustainability, the most popular brands tend to be environmentally damaging fast fashion companies.While many young consumers express a strong desire to make ethical choices, price remains the main factor when it comes to fashion purchases. However, as this generation grows more self-assured in their style, we may see a departure from microtrends and instead witness a more intentional and informed model – one where technology helps individuals find clothing that matches and reflects their identity, principles, and lifestyle.
