Youth

From Gen Z and beyond, explore emerging markets and micro shifts in youth consumer behaviour

Need To Know
09 : 06 : 21

Vyrao fragrances are built on positive energy, Diesel’s sustainable push for denim basics and why Gen Z enjoy second-hand shopping.

Vyrao’s functional fragrances emit high vibrations

Vyrao Perfumes, UK Vyrao Perfumes, UK
Vyrao Perfumes, UK Vyrao Perfumes, UK
Vyrao Perfumes, UK Vyrao Perfumes, UK

UK – The fragrance brand is launching a series of unisex scents intended to boost the wearer’s energy through high vibrations.

Described as being ‘a brand built on vibes’, Vyrao derives its name from the Latin verb vireo, with connotations of being lively and vigorous. Its five fragrances include notes of juniper wood, frankincense and Turkish rose oil, with each specially blended to impart a different emotional sensation.

Having worked with energist and healer Louise Mita on the fragrance formulations, Vyrao’s fragrances are positioned as spiritual and restorative, with names such as I Am Verdant and Witchy Woo. ‘The fragrances are designed as playful mood-boosters, a way of integrating positive energy into everyday life,’ says Yasmin Sewell, founder of Vyrao. ‘Scent is emotional, it evokes powerful feelings, vivid memories, it energises the spirit and awakens the mind.’

To discover more about how scent can affect people’s psychological state, join us for our forthcoming Beauty, Health and Wellness forum.

A takeaway food container you can eat

Reuse by Forest & Whale, Singapore Reuse by Forest & Whale, Singapore
Reuse by Forest & Whale, Singapore Reuse by Forest & Whale, Singapore

Singapore – Design studio Forest & Whale has introduced a container for takeaway food that can be eaten or composted once its contents have been consumed.

Dubbed Reuse, the container is formed from wheat husks that are ground into small pellets and bound together with water and other natural elements. Small pre-cut lines feature on the container, encouraging diners to tear off pieces to use as a tool for eating or to consume with their meal. While the containers can’t sustain too much moisture, they can be used as a vessel for takeaway foods and can also be composted.

‘The design of this salad bowl came from observing and analysing eating rituals and trying to find the ideal use for this material,’ says Gustavo Maggio, co-founder of Forest & Whale. ‘In many cultures, salads are accompanied by a slice of bread or breadstick that acts as a tool to help eating and also gives a contrasting texture to the salad ingredient.’

Elsewhere in the food sector, innovations are introducing re-usable and earth-friendly packaging alternatives.

Diesel goes back to basics with ‘evergreen’ denim

Diesel Library, Italy Diesel Library, Italy

Italy – As part of its latest sustainability efforts, fashion brand Diesel is unveiling a traceable collection of denim basics to promote long-term wear.

The Diesel Library is a new strategy for the brand’s core denim collection. All items in the range will be made using fibres, washes and treatments that have been selected based on efficiency and responsible resource use. In turn, some fabrics feature low-impact materials such as organic or recycled fibres. A range of ‘evergreen’ denim designs will underpin the library, described by Diesel as having ‘a permanent shelf life’.

To promote long-term wear, all products have a QR code printed on their tag, forming a digital passport for owners to view more information about the responsible attributes of their item. Through this project, Diesel is experimenting with sustainable material innovation and ways to drive repeat, long-term wear.

To discover more fashion brands elevating their product labelling to promote transparency and longevity, explore Interactive Eco-labels.

Stat: Gen Z shop second-hand to be unique

Change by Viktor & Rolf Change by Viktor & Rolf

Young people are increasingly attracted to second-hand clothing as a way to find unique garments, according to a study in the US, the UK and Australia by resale platform Depop.

Conducted with consultants Bain & Co, the findings are divided into four sections, from individual consumer concerns to collective issues relating to fashion. The study shows Generation Z are driven by the idea of having an individual style, with more than half of respondents (55%) saying they buy second-hand to find one-of-a-kind pieces. Meanwhile, 45% use second-hand fashion to tap into trends. Alongside this style-focused approach, some 75% of Gen Z consumers buy second-hand garments to reduce consumption.

A statement in the report reads: ‘Future-proof brands will be those that listen to and learn from Gen Z – and then embody them in the platform economy. Future-proof fashion will create value that is non-binary, just like the humans it serves.’

As we explore in Regenizens, there is a growing community of shoppers who are reframing their shopping habits and embracing second-hand products.

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