As Noughties Nostalgia continues to drive youth trends, the 2000's Western style emerges as Gen Z's latest aesthetic to watch. Rodeo-inspired fashion taps into social media popularity, vintage authenticity among youth consumers and their yearning for freedom.
Trending on TikTok, rodeo is a trend that has gone through various iterations throughout the years and is starting to re-emerge, driven by TikTok trends, pop culture and fashion collabs such as Rodarte x Tom Petty and Ivy Park x adidas. Although heavily reliant on footwear and accessories, with #cowboyboots accounting for over 142m views on TikTok, #western is also updating apparel, denim and prints and graphics.
Thrifting remains a key consumer habit, with Gen Z preferring conscious shopping. Western classics commonly found in thrift stores, such as fringed jackets and original 1990s and 2000s denim, are rising as must-have items.
The Western style is associated with a sense of freedom and outdoor living, and taps into a yearning for adventure and freedom. Denim brands can respond to this with mid-weight layers, a mix of light and sturdy materials, and an earth-toned colour palette for versatile summer-to-autumn favourites.
Driven by the ongoing popularity of 2000s trends, thrifting as a consumer habit and Western aesthetics are associated with a sense of freedom and outdoor living. Denim brands should balance timeless classics with on-season trends to revamp rodeo looks and spark consumer desire.