Y2K brands are successfully capturing another generation. Some brands that Millennials loved in their teen years have burned out with Gen Z—but others have cracked the code on going multi-generational. Hollister and American Eagle are thriving again thanks to nostalgic collections and splashy (even if controversial) campaigns with stars like Sydney Sweeney and Travis Kelce. Other legacy names like Pacsun, Urban Outfitters, and Garage are riding the Y2K wave by mixing retro vibes with modern relevance through influencer collabs, music festival activations, and campus events. The key isn’t just tapping nostalgia, but re-educating consumers on their identity, reshaping brand narratives, and meeting Gen Z where they are—both online and IRL. These brands are balancing heritage with an understanding of the new gen’s culture, while those unable to evolve are being left behind. (BoF)
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