What Brands Gen Z Are Wearing

Top Brands Gen Z Are Wearing in 2025

Over the past few years, fashion has become more than just what we wear — it’s how we express who we are. And no generation embodies that better than Generation Z.

Born roughly between 1997 and 2012, Gen Z has grown up in the age of social media, self-expression, and endless choice. Their approach to fashion isn’t about following rules — it’s about breaking them.

From oversized gym tees to gender-neutral streetwear, Gen Z’s style blends comfort, confidence, and culture. They care about how clothes feel just as much as how they look. They’ll wear a small UK gym clothing brand one day, then vintage Nike the next. This generation mixes eras, aesthetics, and price points — proving that what you wear says less about your wallet and more about your mindset.

So, what brands are Gen Z actually wearing right now? And what can we learn from the way they shop, style, and move?

 

The Mindset Behind Generation Z Style

Before naming brands, it helps to understand the values driving Generation Z fashion trends.

Unlike previous generations, Gen Z doesn’t chase status symbols in the same way. They want authenticity. They’ll support small UK fitness brands over global giants if they feel a genuine connection.

Three things define Gen Z style:

 

1. Comfort and function first.

   Oversized silhouettes, soft fabrics, and mix-and-match pieces dominate their wardrobes. From gymwear to daily wear, comfort is non-negotiable.

2. Identity through individuality.

   Gen Z doesn’t want to dress like everyone else. They experiment with layering, thrifted finds, and gym clothing re-styled for casual wear. They value brands that encourage them to be unapologetically themselves.

3. Community and conversation.

   This generation follows brands that talk to them, not at them. They engage with brands that post real stories, real people, and real effort — not just polished ads.

That mindset explains why Gen Z’s favourite labels range from billion-dollar names like Nike and Gymshark to independent brands like Fittux that combine gymwear, streetwear, and lifestyle in one.

 

Gen Z’s Fashion Influences: Where Trends Begin

In the past, fashion trickled down from glossy magazines.

Today, it spreads through TikTok, Instagram Reels, and viral “fit check” videos.

If something trends on social media, Gen Z sees it within hours — but they don’t just copy it. They remix it.

The biggest fashion influences for Gen Z include:

 

• TikTok style challenges. “Get ready with me” videos are the new catwalks.

• Influencers who look real. Authentic creators with imperfect lighting often outperform sponsored celebrities.

• Streetwear meets gymwear. Outfits that work for training, studying, and socialising.

• Athleisure redefined. Everyday gymwear pieces styled beyond the gym.

 

This cultural shift is why small UK gym wear brands have a genuine shot at breaking through. Gen Z wants fresh energy, not mass-produced monotony.

 

The Brands Gen Z Are Wearing in 2025

Let’s look at the mix of brands defining Gen Z fashion in 2025 — and how they reflect this generation’s mindset.

 

1. Gymshark

Still one of the most popular UK fitness brands, Gymshark built its empire on performance-led gym clothing that looks good outside the gym. For Gen Z, it’s familiar, accessible, and Instagram-ready. Its global presence gives it credibility, but its brand image feels youthful and grassroots.

 

2. Adanola

Minimal, neutral tones, clean lines — Adanola fits perfectly into the Generation Z style aesthetic. Their oversized sweats and matching co-ords are favourites among influencers and students alike.

 

3. Represent

For Gen Z who lean toward luxury streetwear, Represent brings designer-level quality with a British edge. Oversized hoodies, boxy tees, and premium fabrics make it a go-to for those who want something that feels exclusive but still wearable.

 

4. Lululemon

Still going strong with its performance gear, Lululemon has adapted to Gen Z by focusing on sustainability and inclusivity. Its unisex styles and “every body” campaigns appeal to younger buyers who care about values as much as visuals.

 

5. Fittux

Then there’s Fittux, one of the rising small fitness brands in the UK changing the game. Built around the belief that progress looks different for everyone, Fittux blends gymwear, streetwear, and outdoor apparel into a single identity.

The Fittux look — oversized tees, versatile joggers, durable outerwear — fits effortlessly into the way Gen Z dresses: confident, relaxed, and real.

What separates Fittux from fast-fashion imitations is its authenticity. Every collection reflects real effort and a grounded lifestyle. From home fitness equipment UK to premium UK gym clothing, the brand’s focus on quality and simplicity resonates with buyers tired of overhyped marketing.

At its core, Fittux speaks Gen Z’s language — effort over ego.

 

6. Nike & Adidas

Still unavoidable. For trainers, running gear, and basics, these brands remain wardrobe staples. But Gen Z often customises or mixes them with smaller labels to make the look feel personal.

 

7. H&M Move and Zara Athleticz

Even high-street names are now chasing the Gen Z fitness market. Affordable activewear lines blur the line between gym and streetwear, offering entry-level options for those who can’t justify premium prices.

 

How Gen Z Mixes Fashion and Fitness

Unlike older generations who separated “gym clothes” from “going out clothes,” Gen Z wears one outfit for everything.

They’ve blurred the lines between fashion, fitness, and lifestyle — turning gymwear into streetwear.

It’s not just a trend; it’s practicality.

A hoodie that works in the gym, on a coffee run, or during a study session fits the Gen Z rhythm.

Key elements of Gen Z fashion trends:

 

• Oversized T-shirts: Relaxed, gender-neutral, and confidence-boosting.

• Monochrome palettes: Black, grey, beige — simple tones that look good anywhere.

• Minimal logos: Gen Z likes subtle branding over loud prints.

• Mixing textures: Cotton, nylon, fleece — comfort above all.

 

That’s why Fittux’s oversized gym tees, tracksuits, and everyday apparel fit so naturally into their lifestyle. They aren’t designed just for the gym — they’re designed for life.

 

Why Gen Z Prefers Small UK Fitness Brands

Gen Z grew up seeing marketing everywhere. They’ve learned to tune it out.

What they can’t ignore is authenticity.

Smaller brands like Fittux feel human. They show the process, not just the product. They share behind-the-scenes design, imperfect progress, and honest messaging.

When Gen Z sees that, they connect.

They buy because they believe in the brand — not because it was shouted at them through ads.

Why Gen Z supports small brands:

 

• They value connection and transparency.

• They prefer limited drops over mass production.

• They see supporting small UK gym clothing brands as part of their identity — not just a purchase.

 

This shift in mindset has allowed small fitness brands in the UK to compete with global giants without needing huge ad budgets.

 

Home Fitness and the “Do It Yourself” Era

The pandemic started it — but Gen Z kept it going.

Working out at home isn’t a compromise anymore; it’s part of a flexible lifestyle.

Searches for home fitness equipment UK remain high, and younger consumers want gear that’s simple, affordable, and looks good in their space.

Gen Z’s favourite home fitness tools include:

 

• Parallettes

• Adjustable dumbbells

• Pull-up bars

• Yoga mats and Push-up boards

 

Many now prefer compact multi-use equipment, pairing it with UK fitness supplements like whey protein or BCAAs to complete their setup.

Brands like Fittux understand that home training is about independence. It’s not about building the perfect gym — it’s about having the freedom to train anywhere.

 

The Rise of Nutrition and UK Fitness Supplements

Style and fitness go hand in hand, but recovery and nutrition are where consistency comes from.

Gen Z’s growing interest in UK sports supplements reflects their commitment to health and performance — minus the gimmicks.

From whey protein to krill oil, they want straightforward products with clean labels and transparent branding.

Fittux’s range of UK fitness supplements fits that perfectly — simple, effective, and built for everyday use.

Unlike imported labels that hide behind flashy packaging, UK-made supplements feel local, trusted, and reliable.

 

Social Media: Where Trends Are Born (and Die Fast)

Fashion moves fast — but online, it moves at lightning speed.

What’s “in” today might be outdated by next week.

For brands, the challenge isn’t just keeping up — it’s staying real.

Gen Z’s social platforms of choice:

 

• TikTok for outfit ideas

• Instagram Reels for aesthetic inspiration

• YouTube Shorts for gym routines and hauls

 

The trick isn’t chasing every trend — it’s using platforms to tell stories.

Fittux uses social media not just to sell, but to share progress — real workouts, real people, real confidence. That’s what resonates.

 

How Gen Z Defines “Cool”

If millennials made “cool” about minimalism and curation, Gen Z made it about meaning.

Cool isn’t a label anymore — it’s a mindset.

To them, a brand is cool when it:

 

• Feels authentic

• Reflects individuality

• Doesn’t over-try to be trendy

 

That’s why brands like Fittux, which focus on effort and self-belief instead of hype, feel modern. They’re cool because they’re real.

 

The Future of Gen Z Fashion and Fitness

The next five years will be defined by hybrid lifestyles.

People will continue blending outdoor training, gym sessions, and home workouts — and they’ll want apparel that adapts to it all.

Expect to see:

 

• More unisex gymwear

• Independent UK labels growing global followings

 

Gen Z will lead that change — not by buying more, but by buying better.

And that’s where brands like Fittux have the edge: built around purpose, quality, and persistence.

 

Fittux: Built for the Next Generation

At its core, Fittux isn’t just another UK gym clothing brand.

It’s a lifestyle label that reflects the way Gen Z actually lives — training hard, resting honestly, and dressing in clothes that feel right for both.

The brand’s message — Unapologetically You — isn’t just marketing.

It’s a reminder that progress looks different for everyone.

Whether you’re lifting in the gym, hiking outdoors, or working out from home, Fittux stands for consistency, effort, and self-belief.

That’s why more and more people are finding their style through Fittux — a British brand that blends gymwear, home gym, outdoor gear, and supplements into something authentic.

 

Be Part of the Change

Fashion evolves, but authenticity never goes out of style.

Gen Z knows that better than anyone.

As they continue redefining what it means to look and feel good, brands that stay true to their values will lead the way.

Fittux is one of them.

Because real progress — the kind that lasts — always starts from within.

Explore the latest Fittux collection and discover what authentic British gymwear feels like.