Millennial Guys Are Redefining What It Means To Have Style
June 20th, 2012
Millennial guys are redefining "fashion" and what it means to have style.
Style and fashion used to be the realms of women, but guys are putting a lot of effort into looking good these days.
It’s not that guy style ever really went away — there was the "Miami Vice" look of the 80s, the grunge look of the 90s, the metrosexual craze of the 00s — but now guys are pursuing fashion with a new passion, curating their own unique looks, rather than just copying what they see on TV.
They’re finding inspiration everywhere, from blogs to magazines to social media. Millennials are a knowledge-hungry generation looking for information on their passions anywhere they can find it, and guys are no different with style. In fact, several shuttered men’s fashion magazines, including M and Best Life, are coming back to newsstands as publishers realize that men are actively seeking information about style.
What’s more, as guys play with fashion and mix and match different looks, their definition of “style” has broadened to include concepts that wouldn’t have been considered “fashion” in the past. There’s The Skartorialist (a play on The Sartorialist who also covers men’s fashion) who photographs and blogs about skater style. And of course there are plenty of examples of sneakers as fashion — just ask anyone who bought a pair of anaconda skin Nike Air Yeezy 2s this month. That doesn’t mean high-end elements aren’t also important to guys as they craft their looks. “Mad Men” has pushed the sleek, polished style of the 60s back into stores, and even the pocket square is making a comeback, with a distinctive Millennial twist of using unusual patterns, such as camo, to give it a little modern edge.
It’s also easier than ever for guys to create their own unique look. They’re avid online shoppers. They can research, track down, and buy just about any fashion object these…
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Millennial News Feed
Quote of the Day: “I can’t live without my smartphone. It's my navigation system, entertainment, knowledge device, and many other things.” –Female, 25, IL
Blue and black, or white and gold? Never has such a simple question gone so viral. If you haven’t yet heard of #TheDress, a picture of the controversial frock was posted on Tumblr yesterday afternoon by a user who wanted others to weigh in on what colors it is. Since then, it has caused the internet to go up in flames, and millions have passionately banded behind one of two sides, some see blue and black while some see white and gold. In less than 12 hours, the BuzzFeed article asking “What Colors Are This Dress?” received 25 million views. As we’ve said before, young social media users are culture creators, their collective social power can make the mundane into a trend—they’re certainly doing that and more with The Dress. (New York Times, Wired)
The Millennial nostalgia series reboots don’t stop coming: Netflix is now bringing back Inspector Gadget and Danger Mouse. The site will be streaming five new kids’ shows in an effort to reach more young viewers, and the inclusion of these already-loved characters could potentially please their parents as well. Inspector Gadget, which originally aired from 1983 to 1986 and got a movie in 1999, will have 26 new computer animated episodes premiering exclusively on Netflix in March. Netflix has already announced reboots of Magic School Bus, Care Bears, and Popples, and hopes that the nostalgic content will lead to “co-viewing” and garner them fans from multiple generations. (Stream Daily, USA Today)
Shake Shack is amassing Millennial fans. The beloved New York-based fast casual burger establishment already epitomizes much of what young consumers are looking for in dining—fast casual, a modern look, friendly staff, and natural ingredients—and it’s gaining even more of a following thanks to a very strong social media game. Above having creative and well done ‘foodtography,’ the brand is constantly engaging with followers, reposting content, responding to their comments, and running contests like “Burger Beats,” which invites musicians to submit their music for a chance to have it played at Shake Shack locations around the world. (Digiday)
Telltale Games, the studio that created the popular The Walking Dead and Game of Thrones video games, has its own series in the making. Telltale is known for their TV-like “episodic” game design, and their first foray into original content will reportedly be a “super show,” described as a video game, TV show hybrid. Each episode will include a scripted portion as well as an interactive piece that is integrated with the show’s narrative. Telltale’s CEO calls the project "a very natural evolution of the interactive storytelling expertise we've pioneered." This unique style of entertainment could be on the rise, and film company Lionsgate has made “a significant investment” in the studio. (The Verge)
Target’s had somewhat of a tough 2015 so far, between backlash for body shaming and closing its Canadian stores, and they’re making some proactive moves to increase their appeal to young consumers. The chain will be upping spending on digital marketing efforts, and is “getting ready to reinvent its food offerings.” Food, health, and social responsibility remain important to younger consumers, so emphasizing efforts to expand their natural and organic products is likely a smart move. Target is also adding more brands that appeal to Millennials to their Made to Matter collection, including Mrs. Meyer’s Clean Day, KIND, and Ben & Jerry’s. (MediaPost)
Looking for a quick Millennial stat to get you up to speed before a strategy session? Searching Ypulse is the best place to start! Silver and Gold members have access to 10,000+ articles, 20,000+ curated Millennial news items, 2 billion peer-generated opinions from our mobile, social Q&A network, and thousands of statistics on Millennials drawn from our bi-weekly national survey of the generation. You search can begin and end with us. (Ypulse)
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