In a hyper-connected world, it feels like everything previously ‘insider’ is more available than ever: from behind-the-scenes access to the lives of public figures to travel experiences immersing people into worlds previously deemed unattainable. But while people embrace this community-based inclusivity and u...

What do younger generations consider to be aspirational? Amid rising environmental concerns and an acute awareness of how purchasing choices reflect one’s personal brand, there’s a new landscape for coolness that has nothing to do with novelty. Now, Gen Yers and Zers are asking: ‘will it last?’

Luxury shoppers are going understated. Instead of craving opulence, they’re turning to brands that showcase durability, craftsmanship, and longevity. And as the aesthetic nature of wealth evolves, the way that products are branded and marketed is also being redefined.

Barbour, the iconic British brand, leverages its 130-year heritage to connect with modern consumers across generations. But in an increasingly saturated market, how have new collaborations and a sustainability focus propelled the brand to new heights with trendsetting Gen Zers and beyond?