Gen Z-favorite brands are going all in on Y2K collabs. Madhappy and Freecity launched their campaign featuring Devon Lee Carlson sporting sweats tucked into a pair of UGG boots, just how celebs used to in the early 2000s. Sporty & Rich collaborated with Juicy Couture on new velour sets that mirror the iconic early aughts staple. Japanese brand Kidill also tapped Juicy Couture for its spring 2027 menswear collection, expanding the Y2K aesthetic beyond clothing mostly made for young women. Gymshark also announced a Bratz collection, though fans were slightly disappointed by the lack of rhinestones and other Y2K embellishments. While adopting this look is by no means a new trend—it’s been popular for years now—Millennial-loved names are still prime collaborators for Gen Z-beloved brands looking for nostalgic credibility. (Vogue)
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