Gen Z

culture

… Ssense is officially filing for bankruptcy protection.

honestly didn’t think I’d see the day. this site has been the spot for luxury + streetwear for years, but sales dropped hard this year, mixed with the new trade/tariff rules.. it’s hard out there even for major players 

wild dramatic part is lenders were trying to sell Ssense off, but the company basically said “nah, we’ll handle it ourselves” and filed under CCAA (kind of like Canada’s version of Chapter 11). saying business will keep running and employees are still getting paid, but still… this feels huge and it’s looking bad 

fashion is shifting, consumer spending is shifting, and even giants aren’t safe right now. crazy. times.

crazy that ssense had a 5 billion dollar evaluation just 4 years ago…

1. one major mistake was targeting Gen Z buyers too much even tho we only contribute 5% of US consumer spending.