What We Love This Week
The Sustainable Brands Millennials And Gen Z Trust
In 2025, brand loyalty doesn’t hinge on identity. It rests on integrity – a quiet, resilient form of trust that unfolds over time rather than through spectacle.
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The brands that are truly winning the confidence of Millennials and Gen Z are not those that dominate the algorithm with flash, but those that hold a deeper rhythm – one of consistency, transparency, and regenerative thought. These generations, shaped by complexity and overstimulation, no longer respond to noise. They respond to resonance – a kind of internal alignment between message, method, and meaning.
They are not consumers in search of the next trend. They are curators of coherence. They seek brands that reflect systems thinking, emotional intelligence, and cultural fluency — not as marketing postures, but as operating principles. The following names aren’t just making an impact. They’re shaping a blueprint for what comes next.
Sézane’s garments carry an ease that resists urgency. There’s a steadiness in the way its fabrics move – silk blouses that feel like breath, knitwear that seems to remember the hands that made it. Beneath this soft elegance lies a rigorous infrastructure: B-Corp certification, carbon neutrality, full traceability, ethical partnerships. It’s presence the brand sells – the kind that feels lived-in, aware, and deeply considered. Every garment is a gesture, every decision a signal that timelessness and accountability are not mutually exclusive.
Baggu has become a kind of shorthand – not just for utility, but for intention. Its designs, from the iconic foldable tote to pouches and travel sets, reflect a philosophy of repeatability. Made from 40% recycled nylon, its products are built to last, and they do – in subway seats, grocery aisles, beach days, and bedrooms. There’s no loud campaign pushing scarcity or urgency. Instead, there’s rhythm. A slow cycle of release, reuse, and refinement. Baggu doesn’t chase relevance. It sustains it – through simplicity, clarity, and care.
Viv emerged not as a disruption, but as a correction – a clear-eyed response to the opacity of an industry that had for too long hidden behind euphemism and marketing gloss. The brand’s period products are made from organic cotton, plant-based wrappers, and delivered through carbon-offset logistics. But its deeper impact lies in its language: unfiltered, unembellished, and deeply educational. Viv doesn’t lean into feminist branding as aesthetic. It builds trust through disclosure, access, and refusal to sensationalize. It meets Gen Z at the intersection of bodily autonomy and environmental care, without drama or dilution.
Where many skincare brands sell transformation, Bubble offers conversation. Its vegan formulations are co-created with its user base, not just approved by them. Feedback shapes formulation. Transparency governs marketing. Accessibility defines pricing. Bubble operates more like an open-source community than a traditional brand. Its value lies not in perfection, but in participation – in the sense that beauty is not bestowed from above, but built from within a shared ecosystem of trust and experimentation.
COS isn’t about statements. It’s about structure — architectural silhouettes, natural fabrics, and a subdued palette that invites repetition, not reinvention. Its approach to sustainability mirrors its aesthetic: intentional, spare, and grounded in design that considers longevity before visibility. Through resale pilots, repair programs, and investments in circular production, COS demonstrates that restraint can be radical. It builds garments — and policies — that last, not because they’re trendless, but because they’re timeless in form and ethical in substance.
Depop, ThredUp, Vinted and The RealReal are more than resale platforms. They are decentralized archives – spaces where fashion circulates as memory, value, and self-expression. Gen Z doesn’t just buy from them. They narrate through them. A trench coat purchased on The RealReal is not just clothing. It’s continuity. A Depop bundle isn’t just thrift. It’s a curated story told in textiles. Resale has moved from marginal practice to cultural grammar. These platforms didn’t just enable circularity. They normalized it.
These brands matter not because they are perfect, but because they are aligned. In materials, in methods, in voice, they show up with a kind of integrity that transcends marketing language. They do not require performative ethics. They practice them. Their power is not in how many times they are seen, but in what they stand for when no one is looking. To a generation fluent in disillusionment, this kind of alignment reads louder than any ad campaign. These are brands that behave like ecosystems: adaptive, intentional, regenerative. In an attention economy, visibility is fleeting. What endures is coherence – a structure of meaning held consistently across image, infrastructure, and interaction. Millennials and Gen Z are not fooled by momentary aesthetics. They are looking for brands that offer emotional, ecological, and systemic clarity. These brands behave in ways that make belief possible. And that, more than any trend, is what defines cultural relevance in 2025.
