Girlfriend Collective’s products aren’t inexpensive, nor do they claim to be. Their models are never airbrushed, and body types ranging from XXS to 6XL (including maternity) are featured along with images submitted by customers wearing their favorite GC gear. It’s no surprise then, that Girlfriend Collective checks this box, too. They’d rather see jeans modeled by their next door neighbor than by a runway model. Zers have grown tired of big-name influencers and prefer to see peers and diverse individuals represented in realistic ways. Rather, they value complete authenticity and relatability from brands. Gen Z doesn’t want to see glossy photo spreads and unrealistic images of photoshopped or airbrushed models. They embrace inclusivity and authenticity-both non-negotiable Gen Z values.

In 2020 alone, based on the clothing they’ve manufactured and sold, more than 2.5 million water bottles were recycled, and over 2 million pounds of CO2 saved.

Millions of marine animals are harmed in the process, and that’s why GC created their LITE leggings with ECONYL ®, a fiber made from recycled fishing nets and other waste that would otherwise be discarded into oceans and landfills. According to the brand, about 10% of the estimated 14 billion pounds of trash discarded in the ocean annually is made up of abandoned, lost, or discarded fishing gear. When it comes to Gen Z values, sustainability nears the top of the list-as it does for GC, too. GC even donates the dye mud to a local pavement facility where it’s recycled into sidewalks and roads. GC also shares how they dye their fabrics (they use only eco-friendly dyes) and what happens to the wastewater when the process ends. Depending on the level of interest, shoppers can find short explanations about how each pair of Girlfriend Collective’s leggings start with 25 recycled post-consumer water bottles or, if they’re so inclined, customers can read the entire list of bylaws that comprise SA8000, the social accountability standard that protects workers worldwide and governs the factory that manufactures GC apparel.Įxplanations don’t end at manufacturing. They’ve anticipated their customer’s questions and made it easy to find the answers. GC knows what it takes to be one of Gen Z’s favorite brands. (Hint: those who care about the earth and others.) Dig a bit deeper and you’ll find that on their ‘About’ page, transparency appears in the first sentence of their brand story: “When we started Girlfriend Collective our first goal was to be as transparent as possible.”Īnd transparent they are. In their, “ Who we are,” statement, Girlfriend makes it quite clear what they believe in and who their clothes are for. Girlfriend Collective takes transparency seriously. Let’s count the reasons why Girlfriend Collective is one of Gen Z’s favorite brands Their fans, (which should be noted, aren’t limited to Gen Z, Girlfriend Collective’s products are loved by a range of ages) appreciate the brand for several reasons-all of which align to Gen Z values and are consistent throughout Gen Z’s favorite brands. Since launching their sustainable brand of activewear in mid-2016, the Seattle-based startup has grown to be one of the most popular brands among Gen Z consumers. When Ellie Dinh, co-founder of Girlfriend Collective, couldn’t find quality athletic leggings that were also ethically made, she and her husband, Quang Dinh, decided to make their own. Thank us later, but just a head’s up that if you find yourself a contestant on Jeopardy and Alex Trebek says, “This activewear brand just gets Gen Z,” we’d be willing to bet the answer is “Who is Girlfriend Collective?” Girlfriend Collective lives and breathes Gen Z values From their transparency, inclusivity, and care for the planet, it’s not hard to see why. Girlfriend Collective is a sustainable and ethically-made activewear line, and it happens to be one of Gen Z’s favorite brands.

Girlfriend collective leggings