Noughties Rodeo: a key trend amongst Gen Z for S/S 22 denim

cowboy hat
Moncler Palm Angels
Nov 08, 2021 By WGSN Insider

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.

Etro/GCDS/R13
Etro/GCDS/R13

Vintage fits

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.

Outdoor boom

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.

Subscribers can head over to wgsn.com for all the latest denim content and more information on the Key Trends report.

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