what happened: What started TikTok as a joke It has now become one of the most popular fashion trends among Gen Z men. Known as Block Core, the style inspired by 1990s British pub culture has come to epitomize stereotypical guy attire: think retro football jerseys, straight jeans and scuffed sneakers. Tik Tok video called blockchain the hottest trend of 2022 by Brandon Huntley – After going viral, the hashtag #blockcore has garnered over 40 million views on the platform. 1.6 million views On Xiaohongshu.
This soccer-centric style has taken off globally thanks to casual wear, celebrity endorsements, FIFA World Cup hype, and numerous brand drops. Unsurprisingly, Adidas is one player that fully embraces the movement, launching a collection of vintage football kits with Wells Bonner that sold out earlier this summer and posting a block core style guide on the Xiaohongshu.
Adidas released a block core guide on its Xiaohongshu account. Photo: Xiaohongshu
Taking zinc: Bloke core is one of the few trends sweeping Chinese social media right now. Also on the radar: “cadre style” fashion (厅里厅气), a simple, but elegant civil servant look with white button-up shirts or polos, dark jackets and trousers. Although they may seem vague and outdated, interesting posts have been accumulated on the officer’s staff collection. 4.6 million views On Xiaohongshu, he presents an interesting picture of job stability and situation in the youth unemployment crisis.
Another urban outdoor wear trend that started in Japan around 2010 is “Yama Style” (山系报), but is gaining momentum in China with a growing interest in flash and outdoor sports. A search on Xiaohongshu reveals a host of OOTDs featuring hiking boots, bucket hats, and earth tones that blend in with the natural environment.
Cadre style (left) and Yama style (right) are two fashion trends seeing a revival on Chinese social media. Photo: Xiaohongshu
These trends not only reflect changing values and hobbies in the mainland – they also indicate the increasing opportunities in men’s fashion. As Xiaohongshu recent Fashion Insights ReportPosts related to menswear are up 91 percent compared to the previous six months, with “high-end fashion” and “clean looks” among the most popular content types among men. Like Adidas at Block Core, luxury names can benefit from Gen Z culture: regular menswear players like Citizen, Coach and Burberry can be incorporated into a small cadre’s wardrobe, while outdoor clothing makers like The North Face and Arc’teryx can easily fit in. Yama style.
That means these fashions will inevitably die. So instead of focusing on one craze, labels should prioritize building relationships with the country’s men’s fashionistas – a A growing group of consumers He is clearly willing to play with their clothes.
Take Jing It reports on major news and provides analysis by our editorial team of key implications in the luxury industry. In this recurring column, we examine everything from product drops and mergers to the heated debates that have emerged on Chinese social media.
