6 Under-the-Radar Brands Gen Z Is Shopping This Summer

I’m a regular at the Century City Mall (IYKYK), but when I want an outfit I know no one else has, I turn to my favorite under-the-radar brands. Diverting away from shopping the stores I’ve frequented forever can be so gratifying, and not just because of the wardrobe perks. Up-and-coming brands are often able to produce in more sustainable quantities, use deadstock or recycled fabrics, and have more sizing options, which are big reasons why my most fashionable Gen Z friends support them. For my personal style journey, I’m looking to mix in interesting pieces to my rotation of basic T-shirts and reliable tank tops that can add personality to my look. At the risk of selling out the styles I’ve had my eye on, I’ve highlighted some of my favorites below. Ahead, see all the cool brands Gen Zers in L.A. and NY are shopping to build their summer wardrobes.

Geel for Elevated Basics

Give it a year, and you’ll be telling your friends you knew about Geel‘s elevated, affordable basics before they went viral. ICYMI: The brand’s most recent West Coast sample sale drew a hefty line of Gen Zers, some of whom waited for hours. The L.A.-based brand produces its garments in small batches and has a sweet assortment of pared-back pieces that you can style with personal flair.

Ancient Greek Sandals for Summer Footwear

Ancient Greek Sandals does on-trend, high-quality sandals best. I mean, it’s in the name. As a true Gen Zer, I want fun, interesting silhouettes that won’t break the bank and will last more than one season. Available on retailers like Net-a-Porter, most of its incredibly comfortable designs are priced under $300.

Still Here NY for Denim

Your cool cousin who lives in Brooklyn? I guarantee she’s wearing denim from Still Here. Quickly adopted by the Gen Z fashion set, the brand is undeniably cool. If you’re tired of your current rotation of denim brands, try out the brand’s viral baggy drawstring jeans this summer. They come in on-trend indigo and cream shades.

Bella Venice for Pretty Printed Pieces

Almost every Gen Zer at Coachella was wearing Bella Venice. Designed in L.A., the brand creates its pieces using cute deadstock fabrics, with patterns ranging from bubbly polka dots to fun gingham to retro stripes. The brand has been cosigned by Sabrina Carpenter, Alix Earle, Bella Hadid, and more, and its constant sold-out status is proof of its reign over my generation.

Damson Madder for Scandi Vibes

Since it launched (and sold-out) in December 2024, Damson Madder’s Mercedes Trench Coat has accumulated almost 9,735 waitlist sign-ups—proof of the brand’s viral status. The Scand-inspired brand’s peplum tops and gingham-capris are pieces that Gen Z just can’t get enough of.

Tyler McGillavery for Maximalist, Surrealist Prints

Tyler McGillivary makes clothes for summer. Her surrealist, bold prints have gone viral and feature everything from swans to tulips to cats. The designer started her brand in 2018 after graduating from NYU, and now her pieces reside in retailers like Lisa Says Gah, Free People, and Revolve, and even debuted at NYFW earlier this year. Another fun fact about the brand: Its sizing goes up to 4X.