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Gen Z’s Y2K nostalgia catapulted the cult accessory brand String Ting from hobby to seven-figure success.

Jul 07 2021

Gen Z’s Y2K nostalgia catapulted the cult accessory brand String Ting from hobby to seven-figure success. A year ago, we predicted the 2000s would be making a comeback, and the last year has shown that young people can’t get enough of everything Y2K. On TikTok the hashtag #2000s has 3.8 billion views, for example, and #2000sthrowback has 1.7 billion. IRL, Gen Z is diving back into the era’s accessories, with velour tracksuits resurfacing on the likes of Kim Kardashian and “kiddie kitsch” jewelry taking over TikTok and Instagram. Against this backdrop, U.K. brand String Ting couldn’t have come along at a better time. Made up of playful and brightly colored beaded phone straps, the brand began as a way for founder Rachel Steed-Middleton and her kids to stay busy during quarantine. Now, they’re set to clear seven figures in revenue and adorn the wrist of all the It Girls, from Kendall Jenner and Gigi Hadid to Miley Cyrus and Ariana Grande. (Financial Times)