Traditional ‘teen’ retailers like A&F are battling high unemployment rates, rapidly changing social landscapes and the increasingly fickle nature of fashion to stay afloat in a competitive market. But if teens aren’t dropping their cash here, then where are they shopping?

The Dutch are often characterised with Calvinistic values such as 'down-to-earth’ and ‘practical with a twist’. But as teens embrace the wacky and the wonderful, how is this juxtaposition reflected in Dutch fashion and design? And is ‘avant-garde’ really for everyone?

For today's youth, neo-tribalism is the new clique. Leaving blind conformity behind, these fast-moving, flexible cultures are a cocktail of affiliations and references, always shifting and reforming. But if everyone can be whoever they like, how do you know who’s in or out?

As a response to an everyone-is-different approach to fashion and style, many Western Millennials are deliberately embracing the effortless aesthetic of 'sameness': unbranded t-shirts, tracksuit bottoms and Birkenstocks.