:max_bytes(150000):strip_icc()/GettyImages-1174249648_fb-3d9bb375fb524d4ebc72e201c514b35d.jpg "The 8 Best Stores Like Princess Polly")
Fashion has come a long way in terms of representation, size inclusivity, and eco-friendly morale, but the industry still has a long way to go—and Gen Z isn’t giving it a pass. Many young shoppers are aiming to shop smarter and use their money to support brands that promote gender inclusivity and gender fluidity, brands making an honest effort to improve their sustainability practices and reduce their carbon footprint. They understand that it’s not so much about what you shop, but where you shop; money is power, and you can make a change by putting your dollars where your heart is.
Below, we’ve rounded up the most popular stores among Gen Z, according to their promotion of said stores via social media. The list is a mix of familiar online boutiques trying to disassociate themselves from fast fashion’s bad rap, stores beloved by both Gen Z and millennials alike, and new-to-the-market labels that deserve a closer look.
Keep scrolling for eight stores like Princess Polly that you’ll want to shop, stat.
There may not be an option to browse based on your mood on Peppermayo, but we guarantee there’s something for every vibe or occasion you’re shopping for. The Australian-based online boutique is massive and sells women’s clothing, shoes, accessories, and beauty and skincare products. New styles are added to the store every week, including Peppermayo exclusives and items from brands such as Abrand, Levi’s, Lees, and Wrangler. Its prices are a bit higher than other fast-fashion sites, but you get what you pay for in terms of quality.
One reason Gen Z loves Cider is because of how sustainable it is. On its website, the brand has a tab dedicated to sustainability. It states that Cider has eco-friendly packaging (i.e., biodegradable bags) and delivery (i.e., offsets carbon emissions). Another reason that Gen Z loves Cider is that you can always find some really exciting and fashionable garments on the Cider site or app. Note, however, that this company doesn’t have any storefronts; meaning, you won’t be able to try things on until they get to you. Fortunately, this further reduces Cider’s carbon footprint.
Gen Z is edikted (see what we did there?) to this online shop, and we can see why. Edikted is what Coconut Girl dreams are made of. Affordable clothing that’s on-trend not only speaks to the new generation’s style (so many graphic tees) but also aligns with their beliefs. Everything on Edikted’s site is produced in controlled amounts, depending on what’s in demand, to reduce waste as well as the store’s carbon footprint.
Madewell has been around since May 2006 and we feel confident saying it’s a store well-dressed folks of all ages adore. The brand is best known for its high-quality denim, but its inventory also includes laid-back tees, comfortable dresses and jumpsuits, loungewear, and jackets. Beyond its clothes, Madewell is beloved for its size inclusivity (carrying styles in plus, petite, tall, taller, and maternity), social policies (including how it sources its materials and monitors the working conditions of its employees), and sustainability practices—so it’s no surprise Gen Z hopped on this bandwagon.
Head over to Rue21 (not to get confused with Forever 21) for a shopping experience that’s as close to a blast from the past as you’re going to get. Gen Z loves this site for its throwback graphic and band tees, every style of denim you can imagine (from boyfriend to mom and dad jeans), as well as accessories inspired by the ’90s. You’ll also find butterfly hair clips and bucket hats. It’s incredibly size-inclusive, boasting an entire section for plus-size styles with a massive selection to browse. New arrivals drop every day and shoppers can browse by item or themed collections advertised on the homepage.
American Eagle introduced Aerie lingerie in February 2006 and opened the first Aerie store in August of that same year. The sister brand has since expanded into the loungewear, athleisure, and apparel categories and is widely celebrated for its #AerieReal campaign, in which the brand never digitally retouches its models. There’s so much to love about Aerie, especially the brand’s beyond-comfortable T-shirts, underwear, and throw-on-and-go items. Everything looks as good as it feels, and if there’s anything Gen Z loves more than eco-friendly, inclusive, quality brands, it’s comfort.
The Phoenix‘s philosophy is an earthly one: The founders have made an environmental commitment to eco-friendly clothing and alternative renewable fabrics so as not to contribute to the fashion industry’s already mind-boggling environmental pollution. They also strive to support and uplift artists by collaborating with creators on various garment designs. Its current offerings include tops, half-zips, cropped tops, T-shirts, and fleeces.
BooHoo has dubbed itself your “fashion bestie,” introducing over 500 new styles to its online shop for you to browse every week. The brand wants to make it known that they aren’t your typical fast-fashion boutique. The company is charitable, donating to organizations and causes like Pride, Breast Cancer Awareness Month with Coppa Feel, the Red Cross’s ‘We Love Manchester’ emergency fund, and more. Plus, it also has a sustainability plan that holds it accountable for better material sourcing, recycling materials, reducing textile waste, and more.
