How to Make Merch That Appeals to Gen Z & Millennials
Published by: Siobhan Ingram
Date: 08-15-2025
If you want to create merch that connects with Gen Z and Millennials, you have to design for more than just looks—you have to design for meaning.
Younger audiences don’t just want to buy something. They want to believe in it. They want to wear apparel that reflects their values, their humor, and their identity. A flashy logo or generic tee won’t cut it. Authenticity matters more than polish.
Brands that win with this crowd focus on storytelling first. What does the design say about the person wearing it? Is it playful? Thoughtful? Rebellious? Hopeful? The emotional layer is what transforms a shirt from just another item into a personal statement.
Sustainability also plays a huge role. Organic cotton, recycled fabrics, water-based inks—these aren’t just bonus points anymore. They're often baseline expectations for younger buyers who want to support brands that align with their ethics.
Style is key, too. Oversized fits, vintage washes, soft neutrals, hand-drawn elements—today’s favorite merch looks effortless, not overly commercial.
One indie streetwear brand launched a limited hoodie run made with organic cotton and printed locally with subtle, meaningful phrases. They barely advertised—fans did the marketing for them, posting photos and sharing stories about why the brand mattered.
If your merch feels authentic, sustainable, and personal, Gen Z and Millennials will notice.
And when they connect with it, they won't just wear it—they'll become part of your brand’s world.