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YPulse’s Most-Read Article in 2025 is…

Out of all the stories we covered this year about young people—their habits, behaviors, and the moments that defined their feeds— this one rose to the top in 2025…

Written and Edited by the YPulse Editorial Team

Dec 30 2025
North America

KEY TAKEAWAYS

Gen Z males think luxury brands are cool, especially because they offer products they think are “worth it”
Gen Z females think brands that make shopping fun and trendy are cool, whether big box or specialty stores
Nike is, once again, Gen Z’s top coolest fashion brand

Gen Z Males and Females’ Coolest Fashion Brands 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...