Fashion moves fast, but Gen Z moves faster. One day a brand is trending all over TikTok, and the next it’s shoved into the deepest corner of the mall like a relic from ancient times. This generation has turned shopping into a cultural statement, a lifestyle, and sometimes a protest—all wrapped into an outfit that looks cooler than anything the rest of us wore at their age.
They aren’t shy about ditching stores that feel out of touch, uncool, ethically questionable, or stuck in trends no one under 30 has worn since middle school. So let’s dive into the fashion chains that Gen Z has decided are permanently unfollowed, unsubscribed, and unfriended.
1. Abercrombie & Fitch
Once the reigning king of dimly lit stores and overpowering cologne, Abercrombie lost its grip on Gen Z ages ago. Youth shoppers found the branding outdated and the marketing unrelatable, and many walked away for good. Even with attempts at rebranding, younger consumers still remember the exclusionary vibe of earlier eras. Gen Z values inclusivity, diverse sizing, and authenticity—areas where Abercrombie stumbled for too long. While the brand has made improvements, regaining Gen Z’s trust remains an uphill climb.
2. Hollister
Hollister once dominated high school hallways with beachy logos and oversized hoodies. But Gen Z grew tired of the same laid-back aesthetic replicated in every corner of the store. Many young shoppers say the clothes feel repetitive and lack the individuality they crave. With thrifting and alternative fashion now trending, Hollister’s sameness stands out—just not in a good way. The brand still lives on, but not in the closets of most Gen Z trendsetters.
3. Forever 21
Fast fashion used to be Forever 21’s crown jewel, but Gen Z wasn’t interested in hanging around for its downfall. The chaotic store layouts, inconsistent sizing, and low-quality fabrics pushed younger shoppers toward thrift shops and sustainable brands. Gen Z also grew wary of cheaply made clothing that barely survives a single wash. The lack of originality in designs didn’t help, especially when everything started blending together. For many, Forever 21 feels like a style time capsule that belongs to an older era.
4. Victoria’s Secret
The world of hyper-glam, airbrushed perfection has lost its appeal with Gen Z. Younger consumers want body-positive representation, comfort, and realistic advertising—not supermodel-only runway spectacles. Victoria’s Secret ignored these cultural shifts for too long, and the disconnect cost them an entire generation of shoppers. Even after trying to rebrand, the effort felt too late and not entirely genuine. Gen Z simply moved on to brands that reflect real people and real bodies.
5. American Eagle
Once the go-to destination for denim, American Eagle started losing steam with Gen Z as more inclusive and sustainable denim alternatives gained popularity. The brand’s preppy aesthetic no longer resonated with the eclectic mix-and-match style younger shoppers prefer. While AE still has loyal fans, its strongest years were tied to the millennial era. Gen Z sees it as safe, predictable, and lacking runway-worthy creativity. The competition for cooler denim is fierce, and AE hasn’t kept up.
6. Old Navy
Old Navy’s bright colors and family-friendly branding never quite clicked with Gen Z’s sense of fashion identity. Many younger shoppers associate the store with childhood outfits, not grown-up streetwear. The basics are fine, but they don’t offer the uniqueness or edge that Gen Z hunts for. While affordability matters, design matters just as much for this trend-driven group. Old Navy simply doesn’t deliver the vibe.
7. Gap
Gap once shaped American casual fashion, but Gen Z sees it as generic and bland. The minimalist basics fail to stand out in a sea of thrifted statement pieces and creative secondhand looks. The brand’s repeated attempts at rebranding haven’t made a big impact on younger audiences. Gen Z considers Gap safe to the point of forgettable. In a world chasing individuality, Gap fades into the background.
8. Banana Republic
Banana Republic leans into polished, professional attire—something Gen Z isn’t exactly shopping for in droves. Younger adults prefer flexible styles that fit both work and life, not stiff office-centric wardrobes. The brand feels too mature and lacks the relaxed streetwear energy dominating Gen Z fashion. Many also find the vibe overly serious and uninspired. It’s simply not where young shoppers go when they want clothes that feel like them.
9. J.Crew
J.Crew’s polished prep used to be aspirational, but now it feels like a throwback to pre-TikTok fashion rules. Gen Z has little interest in matching cardigans and perfectly ironed khaki pants. The aesthetic clashes with their experimental style, which leans toward unstructured silhouettes and unexpected layering. Even when J.Crew tries bolder designs, Gen Z doesn’t take notice. It remains a brand millennials adore but younger shoppers barely consider.
10. Aeropostale
Aeropostale’s bold logos once screamed “cool,” but Gen Z sees them as painfully dated. The brand struggled to reinvent itself after being overshadowed by thrift culture and trendier newcomers. Logo-centric clothing doesn’t appeal to a generation that prefers subtle designs or vintage pieces. The chain’s mall-culture roots also work against it, since many Gen Z shoppers prefer online or sustainable options. Aeropostale feels frozen in a moment Gen Z has already left behind.
11. Express
Express caters to a polished, semi-professional look that doesn’t resonate with today’s younger shoppers. Gen Z gravitates toward casual styles or loud, expressive pieces—not neutral office-ready wardrobes. The brand’s once-popular clubwear also lost charm as fashion moved toward comfort and minimal effort. Younger consumers rarely list Express as a destination for trendsetting looks. Ultimately, it lacks the cultural pulse Gen Z expects from their favorite brands.
12. Charlotte Russe
Charlotte Russe built its identity around ultra-accessible fast fashion, but Gen Z’s growing dislike of disposable clothing pushed the brand off their radar. The quality concerns and repetitive designs didn’t help either. Younger shoppers crave pieces that last longer and reflect personal style rather than trend cycles. Charlotte Russe’s mall-focused presence also feels outdated. Today’s Gen Z crowd looks elsewhere for fresh, playful fashion.
13. Justice
Justice ruled the tween years of many Gen Z shoppers, but once adulthood hit, the brand stayed behind. Its bright, glittery aesthetic simply doesn’t align with Gen Z’s cooler, more mature style evolution. Most see Justice as a nostalgic childhood memory rather than a relevant fashion destination. The brand never transitioned into a grown-up version of itself, so its audience naturally outgrew it. In fashion, failing to evolve is the fastest way to disappear.
What Does This Mean For The Future Of Fashion?
Brands that fail to adapt quickly learn that Gen Z isn’t afraid to move on without hesitation. This generation expects creativity, inclusivity, authenticity, and innovation—qualities that many of these once-beloved chains failed to keep up with. As fashion changes at lightning speed, only brands willing to reinvent themselves will survive.
What fashion stores did you stop shopping at, and why? Share your thoughts, stories, or shopping breakups in the comments section below.
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The post 13 Fashion Chains Gen Z Has Abandoned for Good appeared first on Everybody Loves Your Money.
