Figuring out what’s “cool” to Gen Z can sometimes feel like a full-time job for brands. For this gen, cool isn’t just about logos or legacy; it’s about standing out, staying relevant, and even having the right prices. And with Gen Z being today’s trendsetters, brands can no longer decide what’s cool anymore, these young gens do. In the fashion industry especially, trends shift as fast as the FYP, meaning only a few brands can manage to stay on top. So, which ones are making the cut right now?   YPulse’s Brand Tracker monitors the brand health of over 600 brands...