#youth-fashion

#youth-fashion

It's long been the uniform of management consultants and finance bros, but now the humble quarter zip is being embraced by a rather unexpected demographic. Over the past few weeks, FYPs have become dominated by the workwear staple. Young men who previously might've been seen exclusively in Nike Tech, have now traded them in for quarter zip sweaters. Across social media, they are sharing styling tips and hosting meetups at malls, all clad in business-casual.

"Teens these days, if you ask them what makes a hoodie special, they have a phrase, 'what makes a hoodie a hoodie,'" Balaisis said. And while she thinks the fabric softness is key, there's another element: "For Pink Palm Puff, the unboxing moment is another huge thing for the brand. I've seen people collect the boxes."