Gen Z’s Got Cash—and They’re Not Spending Like Their Dads

Hey there,

Gen Z is on track to control $33 trillion in spending power by 2030, and they’re already reshaping the clothing industry. They’re scrolling X, hunting thrift hauls, and dropping cash on men’s wear that’s worth a shout. Thing is, 40 million TikTok views can still net you $200 if your gear’s average. Chasing algorithms or spamming ads won’t cut it—they’re over that noise. What they want? Something so dope they’ll tell their crew without you asking. That’s the game. Let’s figure out how to play it.

Ditch the Average—Make It Worth Talking About

So, Gen Z’s done with mass-market tees—they’re 27% more likely to hit up secondhand spots like Depop for unique vibes. They’re after quality, too—22% used BNPL since the pandemic to snag higher-end stuff. Think of that pizza joint with a line out the door, not because of TikTok ads, but because the slice slaps. Same goes here: a standout hoodie or cargos doesn’t need a Super Bowl spot; it needs to be worth a remark. Copy what works, but crank it up—make it theirs.

Now, test the waters. Drop something small—say, a vintage-inspired tee with a bold stitch, limited to 50. If they’re posting it or flexing it IRL, you’ve hit gold. Quality’s key—70% of them are watching their cash post-pandemic, so it’s gotta feel worth it. Maybe it’s sustainable fabric or a fit that pops. Point is, skip the mediocre flood—give them a reason to car

Digital Is Their Playground—Use It

So, Gen Z lives on their phones—X, TikTok, Insta, you name it. They’re not flipping through catalogs or waiting for TV ads; they’re watching a 15-second clip of some dude styling cargos three ways and hitting “add to cart.” Ecommerce brands crushing it with this crowd know the game: it’s all about snackable, scroll-stopping content. Take Gymshark—they’ve turned TikTok into a hype machine, racking up millions of views with gym rats showing off their gear. That’s the kind of pull men’s wear needs to tap into, especially in the U.S. where digital sales are spiking.

Here’s the deal: you don’t need a Hollywood budget to win. Shoot raw, behind-the-scenes videos—say, a designer sketching a new jacket—and post it with a caption like “Dropping soon—thoughts?” Jump on X, tease a restock, and let the replies guide inventory. Invest in a digital-first strategy that ties your site to these platforms seamlessly. Tools like shoppable posts or AR try-ons (yeah, they love that tech) can seal the deal. Point is, if you’re not where they’re scrolling, you’re invisible—get in the game.

It’s All About the Crew—Build Their Tribe

Now, let’s talk community, because Gen Z doesn’t just want your clothes—they want to belong. They’re the generation that’ll rep a brand hard if it feels like a squad, not a sales pitch. Look at skate culture or sneakerheads—those aren’t just trends; they’re tight-knit crews trading tips, flexing fits, and hyping each other up online. And in e-commerce, that’s the secret sauce—turn buyers into fans who’ll shout you out without you asking.

So, how do you pull it off? Start small—host a virtual hangout on X Spaces chatting about streetwear hacks, or drop a Discord link with every order for a “style insiders” chat. Giveaways are hot! Run giveaways that reward tagging friends—think “Win a hoodie for you and your bestie.” Greenlight a loyalty perk, like early access to drops for top fans. Partner with a local artist for a co-branded tee and let the buzz spread. Thing is, when Gen Z feels part of something, they’ll stick around—and bring their wallets with them.

Emerging Brands Nailing Gen Z’s Vibe

Some U.S. men’s wear brands are already schooling the industry on how to hook Gen Z—and they’re worth watching. These up-and-comers get that it’s less about flashy ads and more about building a tribe. They’re leaning into bold designs, tight-knit communities, and digital swagger that resonates with a generation that’s allergic to boring. Check these five out:

• Norda: High-performance trail gear—they’re dropping rugged sneakers Gen Z hikes in and flexes on Insta.

• Aime Leon Dore: Retro streetwear vibes—they mix nostalgia with clean fits that sell out in hours.

• Madhappy: Cozy, colorful basics—they host pop-ups and push mental health chats that click with young fans.

• Noah: Punk-inspired staples—they collab with artists and keep drops small, driving that must-have buzz.

• Richer Poorer: Sustainable socks and tees—they nail affordability and eco-cred that Gen Z can’t resist.

The Untold Journey of Your Old iPhone!

Keep It Real—or They’re Out

Boom—here’s the bottom line: Gen Z can smell a fake from a mile away. Try to sell them some overpriced, overhyped junk with a cheesy ad, and they’ll roast you on X before you can blink. Authenticity’s the name of the game—whether it’s your brand story, your materials, or how you talk to them. Nail that, and you’ve got a shot at turning these scrollers into spenders who stick around. Ready to make it happen? Here’s where to start:

• Show your roots: Share a quick video or post about why your brand exists—keep it raw, no polish.

• Test a drop: Launch a small run of something wild and see what they bite on.

• Ask them directly: Hit X with a poll like “Hoodies or vests this fall?” —they love being heard.

• Track the vibe: Use Xena Intelligence’s Brandvoice to spot what they’re raving about and tweak your next move.

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