Gen Z is dressing like it's 2000, and brands like Hollister are cashing in with Y2K-style "drops."

Why it matters: What goes around comes around, but this "thirst for throwbacks" is about more than aesthetics.

• It's a way to escape the constant scroll and the pessimism some young people feel about politics, money and the state of the world, says Ellyn Briggs, senior brands analyst at Morning Consult.

State of play: Hollister's recent "2000s vault release" included familiar favorites like babydoll tops, cable-knit sweaters, bootcut jeans, fleece mini-shorts and logo-stamped hoodies.

💭 Our thought bubble: During a mall visit, the lights were cranked up bright and the store was packed, with teenagers lining up to purchase their picks at the same old surf window.

The big picture: Shoppers have shown an appetite for retro revivals lately, from vintage-inspired Coach handbags to McDonald's Snack Wraps to "Heritage Edition" Ford Broncos.

• For brands that have been around a long time, the race is on to "copy and paste" old collections, Briggs tells Axios.

Follow the money: Hollister's sales rose 22% between May 2024 and May 2025, Women's Wear Daily reported.

• A few items in the limited-edition throwback collection, which dropped in late July, sold out online within days. (What's left is now on clearance.)
• The retailer's owner, Abercrombie & Fitch, has seen its own resurgence among millennials and Gen Z.

What we're watching: Nostalgia for Y2K isn't likely to fade anytime soon.

• The more AI reshapes everyday life, "the more people are looking for tangible artifacts of a life before," Briggs says.

The bottom line: Dust off the puka shell necklace. A Gen Zer in your life is probably taking donations.

Gen Z — people ages 12 to 27 — made up 21% of Illinois' population in 2024, according to U.S. Census data.

Why it matters: Gen Z's rising wealth and spending levels are set to strongly influence the global economy, even as high costs and a tougher job market create financial strain, according to a recent Bank of America Institute analysis.

Between the lines: Businesses are already fighting for their wallets.

• Gen Z spends big, especially on retail and beauty, and it is more likely than older generations to try new brands, says Ellyn Briggs, senior brands analyst at Morning Consult.

Turning Point USA co-founder Charlie Kirk, who grew up in the northwest suburbs, was shot and killed yesterday in Utah. (Axios)

🪖 President Trump appears to have backed off calls to imminently deploy National Guard troops to Chicago. (Tribune)

⚾️ Former Cubs first baseman Anthony Rizzo, a member of the 2016 World Series team, will retire and rejoin the team as an ambassador. (Sun-Times)

🥪 Potbelly has been acquired by RaceTrac for more than $560 million. (NBC 5)

👋 Axios reporter Maxwell Millington here. I worked at Hollister from 2012 to 2013 when I was a student in Charlotte, North Carolina.

💭 My thought bubble: At the time, it felt like being paid to hang out at a club for attractive young adults, though I've had much better jobs since.

I recently visited a store in the Los Angeles area, and here's what's changed:

• The previously overpowering cologne scent is nonexistent.
• The lights are much brighter.
• Lots of camouflage patterns.
• Fewer items with "Hollister" or its bird logo on them.
• More characters and brands like SpongeBob, Bugs Bunny, McLaren and Toyota.

Here's what's stayed the same:

• Sizes don't exceed XL in store, jeans cap at 36" waist for men and 16 for women. Larger sizes are available online.
• Clothes with beach towns in California on the front. I spotted Malibu and Newport Beach T-shirts.
• The surfboards are still up at the checkout counter.
• The price tags. $40 tees and $60 jeans were the norm.

This summer saw the return of preppy boat shoes, charm necklaces, low-rise shorts and more.

The big picture: Pinterest searches surged for those throwbacks and other summer trends from the 2000s and 2010s, according to internal data collected earlier this year.

The vibe: You only live once.

• "Yolo summer" aesthetic inquiries were also up, referring to an acronym popularized by a Drake 2011 rap hit.

What's next: More preppy styles are poised for a comeback this fall, the platform reports.

We want to see what fashion you were rocking in the 2000s.

• Send us a photo of your beloved cargo pants, tracksuit or other closet staple.
• Bonus points if a Gen Zer has asked to borrow it.

📧 Hit reply to this email — and don't forget to include your full name and neighborhood. We may feature your insights in an upcoming newsletter.