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Generation Z brings new dynamics to the fashion world, as it does to many other fields. Sabri Korkmaz, the Founder of the Turkish fashion brand Shout, who says that the social equality effort is decisive in the street fashion, which has been on the rise especially with the Z generation, stated as follows, "The concept of equal fashion is a new and responsible breath that the Z generation brought to the fashion world."

*** This release is originally published in Turkish.
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ISTANBUL (TR) - According to the research titled “Meet Generation Z: Marketing's Next Big Audience” by Marketo, 60% of generation Z, which includes those born between 1997 and 2012, want to make a positive difference in the world through social solidarity and do so by reflecting it in every field from shopping to fashion. Sabri Korkmaz, the Founder of the local fashion brand Shout, who says that street fashion, which has been on the rise especially in recent years, is fed by the importance given to social equality by the Z generation, said, "Generation Z is very aware of the impact of both itself and the brands on the world. They try to express themselves in the best way and make a difference in every field, from their understanding of entertainment to the professions they choose, from their consumption habits to the style of clothing they adopt. In such an age where global warming and natural disasters peak all over the world and there is a struggle for social equality at the same time, the concept of equal fashion emerges as a new and responsible breath that Generation Z brought to the fashion world.

'Fashion for everyone' concept highlights oversize and unisex designs

Mentioning how the concept of equal fashion is reflected in designs, Sabri Korkmaz said, “Equal fashion brings street fashion to a different dimension in terms of design. The refusal of the Z generation, who cares about social equality, to enter into stereotypes, spreads the understanding of "fashion for everyone" all over the world. This highlights oversize (large size) and unisex (genderless) products. As Shout, we share the peaceful world that the Z generation wants to build with large-sized and gender-neutral designs. At the same time, we listen to what this audience between the ages of 18-30, who is estimated to hold more than 40% of the purchasing power, expects from the brands of the digital age.”

Even a single bad experience is enough to fall out of the eyes of Generation Z 

As Shout, they believe that Generation Z leads the fashion world and therefore make digital transformation one of the most important focus points, Sabri Korkmaz said, “according to a study conducted by Sitecore, even a single bad shopping experience for 57% of Generation Z is enough to choose another brand. Therefore, it is now a necessity to provide innovative experiences by digitizing products and services. Especially in an area dominated by Generation Z, such as street fashion, otherwise impossible. At this point, as Shout, We share the same lane as Generation Z, blending our technological equipment with the product and experience we offer. We use the highest quality fabrics and new generation printing techniques, we produce all products in our own workshops. Although we were founded in 2015, today we have managed to become a brand that plays an active role in street fashion by selling close to 120 thousand products a year. Our goal is to be a brand that leads the sector with a fashion sense for everyone and to show that fashion can do it for a better world,” he said.