IYKYK: My Fashionable Gen Z Friends Are Exploring These 6 Low-Key Brands This Summer
I'm a frequent visitor at the Century City Mall (IYKYK), but when I'm in search of an outfit that stands out, I turn to my favorite lesser-known brands. Steering away from the well-known stores I've shopped at for ages is incredibly satisfying, and not just because of the unique wardrobe additions. Emerging brands often produce in smaller, more sustainable batches, utilize deadstock or recycled materials, and offer a wider variety of sizes, which are significant reasons my fashion-forward Gen Z friends support them. In my personal style journey, I'm eager to incorporate intriguing pieces into my collection of basic T-shirts and dependable tank tops that can infuse personality into my outfits. To share some of the styles I've been eyeing (without giving too much away), I've listed a few of my favorites below. Check out the cool brands that Gen Zers in L.A. and NY are choosing to enhance their summer wardrobes.
**Geel for Elevated Basics**
In a year, you'll be sharing with friends that you discovered Geel's stylish, budget-friendly basics before they became a sensation. In case you missed it, the brand's latest West Coast sample sale attracted a long line of Gen Z shoppers, some of whom waited hours. Based in L.A., this brand crafts its clothing in small batches and offers an appealing selection of understated pieces that you can personalize.
**It's officially butter-yellow season.**
This isn't just any tank top.
Geel
Gem Tee in Pale Yellow
Another winner in butter-yellow.
**Ancient Greek Sandals for Summer Footwear**
Ancient Greek Sandals excels at producing stylish, high-quality sandals. It's even in the name. As a true Gen Zer, I seek fun, unique silhouettes that are affordable and durable enough to last more than one season. You can find most of their incredibly comfortable designs for under $300 at retailers like Net-a-Porter.
Ancient Greek Sandals
Saionara Jelly PVC Flip Flops
I love the colorful strap detail.
Ancient Greek Sandals
Sfendoni Sandals
Strappy sandals are always in style.
Ancient Greek Sandals
Homeria Suede Sandals
The suede adds a nice touch.
Ancient Greek Sandals
Charys Leather Sandals
Ancient Greek Sandals
Iro PVC Ballet Flats
Jelly sandals are the footwear of summer.
**Still Here NY for Denim**
Your cool cousin from Brooklyn? I can bet she's wearing denim from Still Here. Quickly embraced by the Gen Z fashion crowd, this brand is undeniably trendy. If you're bored with your current denim lineup, try the brand's viral baggy drawstring jeans this summer, available in stylish indigo and cream shades.
Still Here New York
Buckle in Milk
The buckle detail is very chic.
Still Here New York
Cool in Brick
These would make a fun statement piece.
Still Here New York
Cut Off Shorts in Vintage Blue
Style these with a tank and a cute pair of flip-flops.
Still Here New York
Mississippi Overalls in Milk
Overalls are my favorite summer staple.
**Bella Venice for Pretty Printed Pieces**
Just about every Gen Zer at Coachella was sporting Bella Venice. Designed in L.A., this brand uses adorable deadstock fabrics, featuring patterns from playful polka dots to fun gingham to vintage stripes. Endorsed by celebrities like Sabrina Carpenter, Alix Earle, and Bella Hadid, its frequently sold-out items show its dominance among my generation.
Bella Venice
Embroidered Cotton Button-Up Shirt
Scroll for the matching skirt.
Bella Venice
Lace Trim Cotton Eyelet Midi Skirt
Pair this skirt with the matching top or style it with a basic tank.
Bella Venice
The Foster Dress
Sabrina Carpenter wore a similar style from this brand.
Bella Venice
Caity Corset
A quirky graphic tee? I’m sold.
**Damson Madder for Scandi Vibes**
Since it launched (and promptly sold out) in December 2024, Damson Madder's Mercedes Trench Coat has garnered almost 9,735 waitlist sign-ups—evidence of the brand's viral popularity. The Scandinavian-inspired brand's peplum tops and gingham capris are items that Gen Z just loves.
Damson Madder
Caroline Cherry Embroidered Organic Cotton Peplum Top
Pretty, flouncy white tops are the brand's signature style.
Damson Madder
Persephone Midi Dress
Gingham is a major trend this summer.
Damson Madder
Capri Jeans
Camila Cabello wore these gingham capris.
Damson Madder
Agatha Puff Midi Skirt
A long, flowy white skirt is essential for summer.
**Tyler McGillavery for Maximalist, Surrealist Prints**
Tyler McGillivary designs summer clothing. Her surrealist, bold prints have gone viral
Other articles
Just so you know, the accessory trend that everyone is pairing with swimsuits at the moment is available for $26 at H&M.
Swimsuit season has arrived, and the accessory trend that everyone is pairing with their swimwear can be found at H&M. Explore it along with a few other choices here.
Red Is for the Bride, Not You: Essential Cultural Traditions Wedding Guests Should Be Aware Of
Real brides discuss the frequent wedding guest error of overlooking cultural traditions, along with advice on how to respectfully attend any ceremony.
Seen in France: The Legging Trend That Fashion Enthusiasts Are Pairing With Heels
Model Barbara Palvin was recently seen in the South of France sporting the legging trend that pairs perfectly with heels. Check them out and shop here.
A Tranquil Spa, Art Deco Accommodations, and Exquisite Dining Options—Here Are the Latest Hotels You Should Be Aware Of.
Stylish and trendy getaway that feels like home.
You'll prove you have great taste if these 30 new arrivals are already in your cart.
From essential basics to stylish enhancements, the newest arrivals at Nordstrom, Zara, Gap, and Shopbop are irresistible. Explore the fresh picks we've curated for you.
The Festival Season Is Here! Check Out These 5 Trendy Aesthetics I'll Be Rocking and How to Shop for Them
The festival season has begun in the UK; get your outfits ready with our guide to festival aesthetics.
IYKYK: My Fashionable Gen Z Friends Are Exploring These 6 Low-Key Brands This Summer
A Gen Z editor presents a handpicked selection of trendy brands she's purchasing from this summer.