Which creative studio do you most admire right now, and why? This is a question we asked our community via an ongoing survey. With more than 700 responses so far, these are the top winners. What's striking about this year's results is the popularity of studios that aren't just producing beautiful work but are also actively shaping discussions and tackling the big challenges facing our industry and society. From the vibrant energy of Brazilian culture to the thoughtful minimalism of North European aesthetics, this list reflects a global creative landscape that's more connected, more conscious, and more collaborative than ever before. In short, these studios aren't just following trends; they're setting them. Read on to discover the 25 studios our community is most excited about right now. 1. Porto Rocha Porto Rocha is a New York-based agency that unites strategy and design to create work that evolves with the world we live in. It continues to dominate conversations in 2025, and it's easy to see why. Founders Felipe Rocha and Leo Porto have built something truly special—a studio that not only creates visually stunning work but also actively celebrates and amplifies diverse voices in design. For instance, their recent bold new identity for the São Paulo art museum MASP nods to Brazilian modernist design traditions while reimagining them for a contemporary audience. The rebrand draws heavily on the museum's iconic modernist architecture by Lina Bo Bardi, using a red-and-black colour palette and strong typography to reflect the building's striking visual presence. As we write this article, Porto Rocha just shared a new partnership with Google to reimagine the visual and verbal identity of its revolutionary Gemini AI model. We can't wait to see what they come up with! 2. DixonBaxi Simon Dixon and Aporva Baxi's London powerhouse specialises in creating brand strategies and design systems for "brave businesses" that want to challenge convention, including Hulu, Audible, and the Premier League. The studio had an exceptional start to 2025 by collaborating with Roblox on a brand new design system. At the heart of this major project is the Tilt: a 15-degree shift embedded in the logo that signals momentum, creativity, and anticipation. They've also continued to build their reputation as design thought leaders. At the OFFF Festival 2025, for instance, Simon and Aporva delivered a masterclass on running a successful brand design agency. Their core message centred on the importance of people and designing with intention, even in the face of global challenges. They also highlighted "Super Futures," their program that encourages employees to think freely and positively about brand challenges and audience desires, aiming to reclaim creative liberation. And if that wasn't enough, DixonBaxi has just launched its brand new website, one that's designed to be open in nature. As Simon explains: "It's not a shop window. It's a space to share the thinking and ethos that drive us. You'll find our work, but more importantly, what shapes it. No guff. Just us." 3. Mother Mother is a renowned independent creative agency founded in London and now boasts offices in New York and Los Angeles as well. They've spent 2025 continuing to push the boundaries of what advertising can achieve. And they've made an especially big splash with their latest instalment of KFC's 'Believe' campaign, featuring a surreal and humorous take on KFC's gravy. As we wrote at the time: "Its balance between theatrical grandeur and self-awareness makes the campaign uniquely engaging." 4. Studio Dumbar/DEPT® Based in Rotterdam, Studio Dumbar/DEPT® is widely recognised for its influential work in visual branding and identity, often incorporating creative coding and sound, for clients such as the Dutch Railways, Instagram, and the Van Gogh Museum. In 2025, we've especially admired their work for the Dutch football club Feyenoord, which brings the team under a single, cohesive vision that reflects its energy and prowess. This groundbreaking rebrand, unveiled at the start of May, moves away from nostalgia, instead emphasising the club's "measured ferocity, confidence, and ambition". 5. HONDO Based between Palma de Mallorca, Spain and London, HONDO specialises in branding, editorial, typography and product design. We're particular fans of their rebranding of metal furniture makers Castil, based around clean and versatile designs that highlight Castil's vibrant and customisable products. This new system features a bespoke monospaced typeface and logo design that evokes Castil's adaptability and the precision of its craftsmanship. 6. Smith & Diction Smith & Diction is a small but mighty design and copy studio founded by Mike and Chara Smith in Philadelphia. Born from dreams, late-night chats, and plenty of mistakes, the studio has grown into a creative force known for thoughtful, boundary-pushing branding. Starting out with Mike designing in a tiny apartment while Chara held down a day job, the pair learned the ropes the hard way—and now they're thriving. Recent highlights include their work with Gamma, an AI platform that lets you quickly get ideas out of your head and into a presentation deck or onto a website. Gamma wanted their brand update to feel "VERY fun and a little bit out there" with an AI-first approach. So Smith & Diction worked hard to "put weird to the test" while still developing responsible systems for logo, type and colour. The results, as ever, were exceptional. 7. DNCO DNCO is a London and New York-based creative studio specialising in place branding. They are best known for shaping identities, digital tools, and wayfinding for museums, cultural institutions, and entire neighbourhoods, with clients including the Design Museum, V&A and Transport for London. Recently, DNCO has been making headlines again with its ambitious brand refresh for Dumbo, a New York neighbourhood struggling with misperceptions due to mass tourism. The goal was to highlight Dumbo's unconventional spirit and demonstrate it as "a different side of New York." DNCO preserved the original diagonal logo and introduced a flexible "tape graphic" system, inspired by the neighbourhood's history of inventing the cardboard box, to reflect its ingenuity and reveal new perspectives. The colour palette and typography were chosen to embody Dumbo's industrial and gritty character. 8. Hey Studio Founded by Verònica Fuerte in Barcelona, Spain, Hey Studio is a small, all-female design agency celebrated for its striking use of geometry, bold colour, and playful yet refined visual language. With a focus on branding, illustration, editorial design, and typography, they combine joy with craft to explore issues with heart and purpose. A great example of their impact is their recent branding for Rainbow Wool. This German initiative is transforming wool from gay rams into fashion products to support the LGBT community. As is typical for Hey Studio, the project's identity is vibrant and joyful, utilising bright, curved shapes that will put a smile on everyone's face. 9. Koto Koto is a London-based global branding and digital studio known for co-creation, strategic thinking, expressive design systems, and enduring partnerships. They're well-known in the industry for bringing warmth, optimism and clarity to complex brand challenges. Over the past 18 months, they've undertaken a significant project to refresh Amazon's global brand identity. This extensive undertaking has involved redesigning Amazon's master brand and over 50 of its sub-brands across 15 global markets. Koto's approach, described as "radical coherence", aims to refine and modernize Amazon's most recognizable elements rather than drastically changing them. You can read more about the project here. 10. Robot Food Robot Food is a Leeds-based, brand-first creative studio recognised for its strategic and holistic approach. They're past masters at melding creative ideas with commercial rigour across packaging, brand strategy and campaign design. Recent Robot Food projects have included a bold rebrand for Hip Pop, a soft drinks company specializing in kombucha and alternative sodas. Their goal was to elevate Hip Pop from an indie challenger to a mainstream category leader, moving away from typical health drink aesthetics. The results are visually striking, with black backgrounds prominently featured (a rarity in the health drink aisle), punctuated by vibrant fruit illustrations and flavour-coded colours. Read more about the project here. 11. Saffron Brand Consultants Saffron is an independent global consultancy with offices in London, Madrid, Vienna and Istanbul. With deep expertise in naming, strategy, identity, and design systems, they work with leading public and private-sector clients to develop confident, culturally intelligent brands. One 2025 highlight so far has been their work for Saudi National Bank (SNB) to create NEO, a groundbreaking digital lifestyle bank in Saudi Arabia. Saffron integrated cultural and design trends, including Saudi neo-futurism, for its sonic identity to create a product that supports both individual and community connections. The design system strikes a balance between modern Saudi aesthetics and the practical demands of a fast-paced digital product, ensuring a consistent brand reflection across all interactions. 12. Alright Studio Alright Studio is a full-service strategy, creative, production and technology agency based in Brooklyn, New York. It prides itself on a "no house style" approach for clients, including A24, Meta Platforms, and Post Malone. One of the most exciting of their recent projects has been Offball, a digital-first sports news platform that aims to provide more nuanced, positive sports storytelling. Alright Studio designed a clean, intuitive, editorial-style platform featuring a masthead-like logotype and universal sports iconography, creating a calmer user experience aligned with OffBall's positive content. 13. Wolff Olins Wolff Olins is a global brand consultancy with four main offices: London, New York, San Francisco, and Los Angeles. Known for their courageous, culturally relevant branding and forward-thinking strategy, they collaborate with large corporations and trailblazing organisations to create bold, authentic brand identities that resonate emotionally. A particular highlight of 2025 so far has been their collaboration with Leo Burnett to refresh Sandals Resorts' global brand with the "Made of Caribbean" campaign. This strategic move positions Sandals not merely as a luxury resort but as a cultural ambassador for the Caribbean. Wolff Olins developed a new visual identity called "Natural Vibrancy," integrating local influences with modern design to reflect a genuine connection to the islands' culture. This rebrand speaks to a growing traveller demand for authenticity and meaningful experiences, allowing Sandals to define itself as an extension of the Caribbean itself. 14. COLLINS Founded by Brian Collins, COLLINS is an independent branding and design consultancy based in the US, celebrated for its playful visual language, expressive storytelling and culturally rich identity systems. In the last few months, we've loved the new branding they designed for Barcelona's 25th Offf Festival, which departs from its usual consistent wordmark. The updated identity is inspired by the festival's role within the international creative community, and is rooted in the concept of 'Centre Offf Gravity'. This concept is visually expressed through the festival's name, which appears to exert a gravitational pull on the text boxes, causing them to "stick" to it. Additionally, the 'f's in the wordmark are merged into a continuous line reminiscent of a magnet, with the motion graphics further emphasising the gravitational pull as the name floats and other elements follow. 15. Studio Spass Studio Spass is a creative studio based in Rotterdam, the Netherlands, focused on vibrant and dynamic identity systems that reflect the diverse and multifaceted nature of cultural institutions. One of their recent landmark projects was Bigger, a large-scale typographic installation created for the Shenzhen Art Book Fair. Inspired by tear-off calendars and the physical act of reading, Studio Spass used 264 A4 books, with each page displaying abstract details, to create an evolving grid of colour and type. Visitors were invited to interact with the installation by flipping pages, constantly revealing new layers of design and a hidden message: "Enjoy books!" 16. Applied Design Works Applied Design Works is a New York studio that specialises in reshaping businesses through branding and design. They provide expertise in design, strategy, and implementation, with a focus on building long-term, collaborative relationships with their clients. We were thrilled by their recent work for Grand Central Madison (the station that connects Long Island to Grand Central Terminal), where they were instrumental in ushering in a new era for the transportation hub. Applied Design sought to create a commuter experience that imbued the spirit of New York, showcasing its diversity of thought, voice, and scale that befits one of the greatest cities in the world and one of the greatest structures in it. 17. The Chase The Chase Creative Consultants is a Manchester-based independent creative consultancy with over 35 years of experience, known for blending humour, purpose, and strong branding to rejuvenate popular consumer campaigns. "We're not designers, writers, advertisers or brand strategists," they say, "but all of these and more. An ideas-based creative studio." Recently, they were tasked with shaping the identity of York Central, a major urban regeneration project set to become a new city quarter for York. The Chase developed the identity based on extensive public engagement, listening to residents of all ages about their perceptions of the city and their hopes for the new area. The resulting brand identity uses linear forms that subtly reference York's famous railway hub, symbolising the long-standing connections the city has fostered. 18. A Practice for Everyday Life Based in London and founded by Kirsty Carter and Emma Thomas, A Practice for Everyday Life built a reputation as a sought-after collaborator with like-minded companies, galleries, institutions and individuals. Not to mention a conceptual rigour that ensures each design is meaningful and original. Recently, they've been working on the visual identity for Muzej Lah, a new international museum for contemporary art in Bled, Slovenia opening in 2026. This centres around a custom typeface inspired by the slanted geometry and square detailing of its concrete roof tiles. It also draws from European modernist typography and the experimental lettering of Jože Plečnik, one of Slovenia's most influential architects.⁠ A Practice for Everyday Life. Photo: Carol Sachs Alexey Brodovitch: Astonish Me publication design by A Practice for Everyday Life, 2024. Photo: Ed Park La Biennale di Venezia identity by A Practice for Everyday Life, 2022. Photo: Thomas Adank CAM – Centro de Arte Moderna Gulbenkian identity by A Practice for Everyday Life, 2024. Photo: Sanda Vučković 19. Studio Nari Studio Nari is a London-based creative and branding agency partnering with clients around the world to build "brands that truly connect with people". NARI stands, by the way, for Not Always Right Ideas. As they put it, "It's a name that might sound odd for a branding agency, but it reflects everything we believe." One landmark project this year has been a comprehensive rebrand for the electronic music festival Field Day. Studio Nari created a dynamic and evolving identity that reflects the festival's growth and its connection to the electronic music scene and community. The core idea behind the rebrand is a "reactive future", allowing the brand to adapt and grow with the festival and current trends while maintaining a strong foundation. A new, steadfast wordmark is at its centre, while a new marque has been introduced for the first time. 20. Beetroot Design Group Beetroot is a 25‑strong creative studio celebrated for its bold identities and storytelling-led approach. Based in Thessaloniki, Greece, their work spans visual identity, print, digital and motion, and has earned international recognition, including Red Dot Awards. Recently, they also won a Wood Pencil at the D&AD Awards 2025 for a series of posters created to promote live jazz music events. The creative idea behind all three designs stems from improvisation as a key feature of jazz. Each poster communicates the artist's name and other relevant information through a typographical "improvisation". 21. Kind Studio Kind Studio is an independent creative agency based in London that specialises in branding and digital design, as well as offering services in animation, creative and art direction, and print design. Their goal is to collaborate closely with clients to create impactful and visually appealing designs. One recent project that piqued our interest was a bilingual, editorially-driven digital platform for FC Como Women, a professional Italian football club. To reflect the club's ambition of promoting gender equality and driving positive social change within football, the new website employs bold typography, strong imagery, and an empowering tone of voice to inspire and disseminate its message. 22. Slug Global Slug Global is a creative agency and art collective founded by artist and musician Bosco (Brittany Bosco). Focused on creating immersive experiences "for both IRL and URL", their goal is to work with artists and brands to establish a sustainable media platform that embodies the values of young millennials, Gen Z and Gen Alpha. One of Slug Global's recent projects involved a collaboration with SheaMoisture and xoNecole for a three-part series called The Root of It. This series celebrates black beauty and hair, highlighting its significance as a connection to ancestry, tradition, blueprint and culture for black women. 23. Little Troop New York studio Little Troop crafts expressive and intimate branding for lifestyle, fashion, and cultural clients. Led by creative directors Noemie Le Coz and Jeremy Elliot, they're known for their playful and often "kid-like" approach to design, drawing inspiration from their own experiences as 90s kids. One of their recent and highly acclaimed projects is the visual identity for MoMA's first-ever family festival, Another World. Little Troop was tasked with developing a comprehensive visual identity that would extend from small items, such as café placemats, to large billboards. Their designs were deliberately a little "dream-like" and relied purely on illustration to sell the festival without needing photography. Little Troop also carefully selected seven colours from MoMA's existing brand guidelines to strike a balance between timelessness, gender neutrality, and fun. 24. Morcos Key Morcos Key is a Brooklyn-based design studio co-founded by Jon Key and Wael Morcos. Collaborating with a diverse range of clients, including arts and cultural institutions, non-profits and commercial enterprises, they're known for translating clients' stories into impactful visual systems through thoughtful conversation and formal expression. One notable project is their visual identity work for Hammer & Hope, a magazine that focuses on politics and culture within the black radical tradition. For this project, Morcos Key developed not only the visual identity but also a custom all-caps typeface to reflect the publication's mission and content. 25. Thirst Thirst, also known as Thirst Craft, is an award-winning strategic drinks packaging design agency based in Glasgow, Scotland, with additional hubs in London and New York. Founded in 2015 by Matthew Stephen Burns and Christopher John Black, the company specializes in building creatively distinctive and commercially effective brands for the beverage industry. To see what they're capable of, check out their work for SKYY Vodka. The new global visual identity system, called Audacious Glamour', aims to unify SKYY under a singular, powerful idea. The visual identity benefits from bolder framing, patterns, and a flavour-forward colour palette to highlight each product's "juicy attitude", while the photography style employs macro shots and liquid highlights to convey a premium feel.

Growing up steeped in the aggressive gender stereotypes of the 1990s was a real trip for most queer millennials, but I think gamers had it especially hard. Almost all video game characters were hypermasculine military men, unrealistically curvaceous fantasy women wearing barely enough armour to cover their nipples, or cartoon animals. Most of these characters catered exclusively to straight teenage boys (or, I guess, furries); overt queer representation in games was pretty much nonexistent until the mid 2010s. Before that, we had to take what we could get. And what I had was Link, from The Legend of Zelda.Link. Composite: Guardian Design; Zuma Press/AlamyLink is a boy, but he didn’t really look like one. He wore a green tunic and a serious expression under a mop of blond hair. He is the adventurous, mostly silent hero of the Zelda games, unassuming and often vulnerable, but also resourceful, daring and handy with a sword. In most of the early Zelda games, he is a kid of about 10, but even when he grew into a teenager in 1998’s Ocarina of Time on the Nintendo 64, he didn’t become a furious lump of muscle. He stayed androgynous, in his tunic and tights. As a kid, I would dress up like him for Halloween, carefully centre-parting my blond fringe. Link may officially be a boy, but for me he has always been a non-binary icon.As time has gone on and game graphics have evolved, Link has stayed somewhat gender-ambiguous. Gay guys and gender-fluid types alike appreciate his ageless twink energy. And given the total lack of thought that most game developers gave to players who weren’t straight and male, I felt vindicated when I found out that this was intentional. In 2016, the Zelda series’ producer Eiji Aonuma told Time magazine that the development team had experimented a little with Link’s gender presentation over the years, but that he felt that the character’s androgyny was part of who he was.“[Even] back during the Ocarina of Time days, I wanted Link to be gender neutral,” he said. “I wanted the player to think: ‘Maybe Link is a boy or a girl.’ If you saw Link as a guy, he’d have more of a feminine touch. Or vice versa … I’ve always thought that for either female or male players, I wanted them to be able to relate to Link.”As it turns out, Link appeals perhaps most of all to those of us somewhere in between. In 2023, the tech blog io9 spoke to many transgender and non-binary people who saw something of themselves in Link: he has acquired a reputation as an egg-cracker, a fictional character who prompts a realisation about your own gender identity.Despite their outdated reputation as a pursuit for adolescent boys, video games have always been playgrounds for gender experimentation and expression. There are legions of trans, non-binary and gender non-conforming people who first started exploring their identity with customisable game characters in World of Warcraft, or gender-swapping themselves in The Sims – the digital equivalent of dressing up. Video games are the closest you can come to stepping into a new body for a bit and seeing how it feels.It is no surprise to me that a lot of queer people are drawn to video games. A 2024 survey by GLAAD found that 17% of gamers identify as LGBTQ+, a huge number compared with the general population. It may be because people who play games skew younger – 40 and below – but I also think it’s because gender is all about play. What fun it is to mess with the rules, subvert people’s expectations and create your own character. It is as empowering as any world-saving quest.

Brooklinen is one of our favorite brands for quality bedding designed to last. Making it in our lists for pillows, duvets, and even robes, the best Brooklinen sheets are also staples in many of our editors’ bedrooms for this very reason. Founded in 2014 by a pair of millennials with a passion for high-end textiles on a tight budget , this retailer made a splash on the market by offering direct-to-consumer bedding that merged thoughtfully designed linens at affordable price points—complete with 200-plus thread counts for ultimate durability and Oeko-Tex-certified backing to ensure the fabrics are free of harsh chemicals. While they also became well-known for the ubiquity of their subway ads, they caught our eye at AD Shopping for delivering breathability and sturdy sheets in modern colorways that made a bedroom feel anything but stuffy.That being said: the brand’s catalog is big, so if you know you want Brooklinen sheets but don’t know where to start, we’ve assembled a list of our tried-and-true favorites. Available in sizes ranging from twin XL to California king, we note our go-to percale, sateen, and linen sets in this lineup.Brooklinen Luxe Sateen Core Sheet SetBrooklinen’s Luxe Core Sheet Set is beloved by multiple AD staffers—commerce director Rachel Fletcher says this sateen set is “super classic, smooth, and has a crisp feel,” and contributor Erika Owen loves “the deep design of the fitted sheet pocket” and how easy it is to get it over her mattress and mattress topper. Owen also says it has great temperature regulation. As a self-proclaimed hot sleeper, she says the fabric maintains an even sleep temperature, including during a New York City heat wave. This set of sheets also comes in 21 colorways to bring your inspo pics to life, but move fast, these sell out quickly. Machine wash these on cold, tumble dry low, and you’ll see no signs of fading or wear, but an increase in softness, according to Fletcher.Brooklinen Washed Linen Core Sheet SetAs for Brooklinen’s linen sheets, their original core set recently got an upgrade. Our team members have tested their first iteration for years, including contributor Madeleine Luckel. While she confessed in our best sheets roundup that they felt a “bit thin,” she said the bedding lived up to her expectations. Plus, she would recommend them to other shoppers, so long as you weren’t “picturing a superdense weave.” After debuting the washed European linen sheets this spring, our team got our hands on them and found them to be soft and lightweight. Ranking in our best-of-linen sheets story, the washed material European linen brings a softer but stronger fabric to the beloved set, meaning it wears less with wash and continues to get softer with routine care Perhaps the best part of this sheet set—aesthetically, anyway—is its many colorways: the recent collaboration with Brooklyn-based textile artist Caroline Z Hurley offers warm, neutral stripe options, a white-and-blue stripe lends itself to a nautical-inspired coastal bedding set, and chambray and moss give the linen a particularly welcoming wash, appearing earthy and grounded for year-round use. Contributor Yelena Moroz Alpert says, “There is natural texture because of slubs (teeny bumps) in the weave, but I think this adds to the softness.” “Think of your favorite linen shirt, but in the form of a sheet.” They’re extremely light, “If you hold it up, you can see through it,” Alpert adds. Our editors recommend machine washing these on cold without any other items on the first cycle to help prevent color bleeding. These should get softer and look a bit more worn with each wash, which gives linen its coveted slouchy, worn look.Brooklinen Classic Percale Core Sheet Set“The texture of these is unreal,” says contributor Yelena Alpert, who recently tested this. “It feels buttery soft like a sateen, but still crisp as percale cotton should be.” Brooklinen promises these classic percale sheets feel like sleeping in your worn-in button-down shirt—sans buttons, of course. And after thorough testing, we agree. Besides the silky-soft feel, Alpert loves these sheets for lingering at an accessible price point for high-quality cooling sheets. While this set includes a flat sheet, fitted sheet, and two pillowcases, the hard-core sheet bundle includes a duvet cover and two more pillowcases to completely flesh out your new bedding set. Percale only improves with wash, as a few turns in the washing machine help loosen its fibers to create a softer texture. Alpert adds that this percale is also durable and pilling-resistant, though you can expect a bit more of a wrinkle if you’re not on top of the dry cycle.Like the linen sheets noted above, the percale sets are available in designs by Caroline Z Hurley. Commerce writer Julia Harrison attests these are not only cooling, comfortable, and soft, but they are also “so damn cute.” In a gray-beige, blue, and coral floral print, they bring a welcome dose of whimsy to your bedding without becoming twee about it.Between their designs and fabrics, and with a focus on temperature regulation and non-toxic materials, Brooklinen hits the sweet spot for budget-friendly, sturdy sheets that’ll last for the long haul. Few AD staffers haven’t tried a pair of sheets from them and loved their new drops, colorways, and ever-improving textures. Brooklinen offers free shipping with no minimum, as well as a 365-day warranty in case you’d like to return the items. However, we stand behind them for some of the best sheets out there. “It’s sort of a no-brainer,” Harrison says. “They’re the first brand I recommend when people ask me where to start for bedding, because they’re luxurious, affordable, and come in every pattern and colorway a person could want.”

Today, like most days, I made a trip to the post office to ship out my Poshmark sales. But what I'm shipping out looks a little different than it might have a few months ago. Of the seven packages I'm handing off, only one contains an item I'd consider "nice." Alongside that Fendi top are six pieces from fast-fashion brands—ultra cheap stuff I ordered from Chinese retailers like Shein and Temu that, until recently, I never expected to actually sell, given that someone could buy the same item new at, well, Shein and Temu prices. But since the United States' new tariff structure went into effect (primarily the elimination of the de minimus exemption), consumers have been forced to adjust to a reality in which they can't easily source everything from toothbrush holders to micro-trendy outfits from an low price Chinese retail giant, to say nothing of concerns over how much more they could be paying for pricier items like autos and appliances made with foreign parts or manufactured overseas. In this period of uncertainty, resale apps may be filling the void. My own Poshmark sales are up compared to the month before the tariffs went into effect, with a notable rise in sales of basic, cheap stuff. Curious, I talked to a few experts to see if my experiences were indicative of a broader trend—one that could mean good things (well, relatively speaking) for resale buyers and sellers alike.The vibe on the resale apps in the wake of tariffsThe rollout of the tariffs has been confusing and disjointed. It was (and still is) hard to predict when consumers will see price increases on foreign-made electronics, cars, and other goods, or on products assembled in the U.S. but made with imported parts. But from the start, it has been obvious that goods from China in particular were about to cost a whole lot more—including the volumes of stuff shipped directly to consumers from the likes of Temu and Shein, the latter of which is famous for uploading 10,000 new styles to its site every day (and for charging unbelievably low prices for all of them). Months ago, when the tariffs were first announced, people started wondering if they should start stocking up (and on what), whether they were importing cheap clothes from Shein or bracing for higher prices on more substantial goods like smartphones. I've bought more than my share of junk from Shein, though I know it is not exactly a sustainable or environmentally friendly choice. To make myself feel better about that, I've always listed the clothes on resale apps once I'm done with them. To be clear, these are cheaply made garments—you don't buy your capsule wardrobe on Shein; Shein is where you shop for micro-trends (styles that are currently all over your Instagram and Pinterest feed, but which won't be in two months) or basics like tank tops that you can use and abuse. Prior to the tariffs rolling out, it was inconceivable that anyone would pay me $9 (plus shipping) for a pre-worn, cheaply-made dress or workout set that I had only paid $15 for in the first place—but that's what started happening. In the past month, I've still sold clothing and accessories made by Adidas, Gucci, Skims, Ralph Lauren, Marc Jacobs, Reebok, and Givenchy, but those tend to be one-off sales. My Shein resales for the last four weeks absolutely dwarf them. I also sold a few electronics items—an Apple Watch and facial micro-current device—I had listed in my Poshmark shop months earlier. Could I chalk up all of these sales to tariffs, and to anxiety about impending price increases on electronics? My Shein sales this month vs. everything else Credit: Lindsey Ellefson Certainly I'm not alone in noticing it this trend. A Poshmark spokesperson tells me, "We’ve seen an increase in sales of internationally-made items, especially from brands that have announced price hikes due to high tariffs. Despite rising prices, demand for fast fashion remains strong as consumers seek trendy, affordable styles. Buying those pieces secondhand lets them stay on-trend while keeping clothing in circulation."In addition to Shein and Temu, higher-priced brands that publicly announced tariff-related price increases have also seen resale spikes, with sales of Columbia button-down shirts surging by 61% month over month, and sales of Hermès sandals up 27%. Buying used Hermès sandals is one thing—not all of us have $840 laying around to spend on designer slides to ring in the summer. But a Columbia button-down? That's the kind of item I'm used to finding at Marshall's for maybe $30—but people now seem to be flocking to buy them used, worried that even cheap shirts will become relatively priceier due to tariffs. Meanwhile, Poshmark reports sales on consumer electronics have increased as well: The week of April 27, resales of Sony products were up 22% month over month, and Apple products were up 21%. The times seem to be changing, and they're doing it in a hurry.What tariffs means for resale shoppersI am not only a resale seller, but a resale shopper, and the uncertainty around tariffs has made me a lot more discerning with what I'm buying new. Part of this is just that I'm now paying more attention. I love the leisure and athletic wear made by SET Active. I own a lot of it, and I have never before considered selling any of it because it lasts so long and maintains its shape so well. Until recently, I have also never paid much attention to where it is made: While SET Active designs its products in California, its active fabrics are all made in China. Prices haven't gone up on the official website yet, but in preparation for a time when they might, I've already started shopping the brand on Poshmark and Depop. It's not the worst thing in the world; buying used is both cheaper and more sustainable. I've always been an avid purchaser of resale goods—I've just never had to do it so strategically before. (I've found it easier to give up Shein altogether—I can manage fine without the $4 tank tops I've been putting through absolute hell the past few summers—but my Poshmark customers have proven more reluctant to resist the allure of fast fashion, even used.)I'm not alone in being more strategic with my resale purchases. Financial experts are noticing the same thing. "In the wake of the announcement and implementation of the tariffs, people have been looking for cheaper alternatives to the more expensive imported goods," says Aaron Razon, a personal finance expert at Couponsnake, "especially as many domestic products not only fall short in meeting the demand for certain products, but lack the variety and style that imported goods offer. [Domestic products] are also not exactly the cost-effective option consumers are looking for, and this is one of the major reasons interest in resale platforms [has] been on the increase."Bill London, an international business attorney, points out that in addition to causing prices to rise, tariffs have resulted in potential shipping delays, a fact that has also contributed to, "a surge in second-hand fast fashion interest." Six months ago, if you needed a certain kind of dress for, say, a themed bachelorette party, you could order it from Shein for $20, safe in the knowledge that you'd probably never wear it again. Today, its price could be closer to $30 or $40, and you might face delays in receiving it. The appeal of fast fashion was always in the low cost and convenience, provided you had 10 to 14 days to wait for the thing to arrive from China. Now, it just makes more sense to buy that dress from someone in the U.S. who likewise didn't see themselves rewearing it, —and now, they're selling it for roughly the same $20 they originally paid. For the buyer, it's still a relative deal, and it'll even arrive sooner. It's not just fast fashionBrands beyond Shein and Temu are seeing a lift. As the Poshmark rep pointed out, resales on select high-end brands are up, too. Buying used luxury goods has always been a smart financial decision (certainly it's a practice I've been dedicated to for a long time), but with manufacturing and importation costs an ever-murkier question, it's more sensible than ever. A spokesperson for Vestiaire Collective, a designer resale platform, tells me that U.S. buyers are increasingly able to see the duties applied to their purchases from Europe and Asia at checkout, and that the company has been working to beef up its American foothold for years. That effort is now paying off in a big way thanks to tariffs: In 2022, VC acquired Tradesey to increase its selection of pre-owned fashion offering for U.S. buyers, and it ramped up associated brand marketing the following year. VC also curates a list of goods that are ready to ship from New York City, making it easier for American buyers to identify items that can easily come to them domestically, no tariffs or duties required. Consequently, the brand rep says VC has, "seen a shift of more U.S. buyers buying from U.S. sellers" lately. Personally, I've noticed people buying from me lately, in particular, is workout attire. With the cost of everything going up, it might seem more of a stretch to pop into Lululemon to buy a new pair of leggings for over $100. Meanwhile, the trusty Shein alternative is now more money than its worth. It's this class of in-between necessities—things you don't need to survive, but may be a nice-to-have for your particular interests or lifestyle—that is a source of personal economic woe, and where resale can fill the gap. Whether you need new workout gear, a one-time wear outfit, a few basic pieces, or even a designer handbag, the reality of the post-tariff world is that you're almost certainly better off looking on resale apps before even considering buying new. (You certainly have options—I've assembled a rundown of my own favorite resale apps, including the goods you're most likely to find on each.)What this trend means for resellersI remain shocked that people who presumably would have once ordered their workout sets and summer shorts off Shein are filling the fast-fashion void by purchasing mine, but take it from me: If you have ever considered selling your old clothes or housewares, but figured what you have to offer is too basic, cheap, or plentiful to make the effort worth it, this is your moment. I used to have cheap goods and fast fashion listed on my resale accounts only because it helped keep my number of available listings up, which contributed to my profiles' reputation and lured in buyers for the pricier objects I actually expected to sell. Now, though, it's the cheap stuff that is really moving, and making me money. I've started reevaluating my closet and reconsidering what meets my threshold for "worth it" to list. Post-tariffs, everything is worth it to list. As London puts it, "The tariffs have altered the way in which people do their shopping." It's still pretty early into the great American tariff experiment, but some brands commissioned surveys early on this year to see how people were planning to deal with cost increases and found that a major chunk of consumers indeed expected to rely more on resale. ThredUp, another online resale platform, found that 59% of consumers reported that if apparel got more expensive, they'd look to more affordable options, like secondhand buying, and consumers planned to spend 34% of their apparel budget on secondhand items this year. And those figures are a lot higher for Millennials and Gen Z buyers: They reported planning to spend almost half their clothing budget on resale. Data from Smartly, an online shopping rewards app, also shows that 50% of survey respondents planned to consider resale goods in the face of rising costs. This means that even for casual resellers or those new to the concept entirely, there are a lot of new prospective buyers, which can translate directly to quick sales. At a time when the cost of necessary goods is rising right alongside those in-between necessities, you can make extra cash by selling what you already have. In general, my sales are way up month over month since tariffs went into effect in early May Credit: Lindsey Ellefson Will the resale spike last?I've been buying and selling on resale apps for years and have always had success finding cool stuff to buy as fast as I could get rid of my old clothing, accessories, and electronics. While I've definitely noticed a spike in my sales lately, that's not to say there wasn't demand before the tariffs were announced. If you're new to buying or selling on an app, don't worry that the bubble will burst and you'll have invested a bunch of time in listing your wares for nothing—even if and when the moment passes, reselling can still be a reliable way to make a little extra cash. (In the meantime, if you have a lot to sell and want to maximize your profits, download a cross-lister like Vendoo, which helps you easily list the same product across multiple marketplaces.)Some experts do expect that things could cool down in the nearer term. "Whether the trend persists depends on a number of things, such as how long the tariffs are in effect and how buyers respond to costs," London says. "The resale market for the products is likely to continue expanding if the tariffs are maintained. The demand might plateau or divert towards quality goods or eco-friendly goods when buyers adapt." Razon, meanwhile, thinks resale apps will continue to thrive, but that the interest in procuring cheaply-made things, like fast fashion, may wane. "Resale platforms have been on the good end of the recent tariff increases, especially with consumers looking for cheaper alternatives to imported goods," he says. "The truth is—though it may take consumers time to realize it—they will eventually come to appreciate better-quality goods. There is a great chance that consumers' interest in these lesser-quality goods will wear off as soon as they begin to adjust to the new economic reality."That is to say, list your Shein, Temu, and Aliexpress stuff now while people are still mourning its loss, but also consider those more familiar brands that may also soon see price hikes. Take stock of your closet and do a bit of research to see where all your potential stock is made. Just like I'm worried my beloved SET Active attire is going to go up in price because it's made in China, consumers may soon find themselves wanting to source cheaper stuff from Nike, Adidas, Lululemon, Levi's, and more, as all of those companies manufacture a lot of their clothing overseas. The resale platforms themselves are already anticipating that their digital products are going to get more valuable and stay valuable through (and beyond) the tariff era. Manish Chandra, Poshmark's founder and CEO, says, "As the landscape of tariffs and imports evolves, we believe the secondhand marketplace will become an increasingly valuable and cost-effective resource for American consumers. By shopping from Poshmark closets or starting their own, consumers are supporting sustainability and helping strengthen the American economy." In other words, buying resale is another way of buying American, even if everything you're buying was made in India or China.

Millennial culture has officially made it to the history books.  A history teacher recently turned her sixth grade classroom into a museum for millennial paraphernalia with the help of her Gen Alpha students’ parents. Judging by the comments on the teacher’s TikTok video, millennials aren’t sure whether to be thrilled or horrified.  Malinda Nichols (@hipsterhistorywithmrsn) posted the video earlier this month, highlighting “historical artifacts from the 1990s” for her students’ benefit. Out on display were flip phones, Nintendos, and disposable cameras. Boyz II Men and Beanie Babies also made an appearance. “The collection in here has easily got to be worth 10s of dollars,” she joked. “But the nostalgic value is truly priceless.” In a second video, with almost 800,000 views on TikTok, she showed the students’ reactions to the “museum of the millennial,” as she called it. Students played POGS, a popular playground game played with flat circular cardboard milk caps, and attempted to figure out how buttons worked on an old-school Nokia.  The parents also made a surprise appearance for a “history lesson” straight from the horse’s mouth. Students’ questions included: “How did you make plans with your friends before texting?” and “What commercials or jingles do you still remember from when you were younger?” Finally, students were tasked with creating their own AOL screen names to round out the full millennial experience.  “I created the ‘museum of the millennial’ lesson for my sixth grade students to show them that history isn’t just found in dusty textbooks—it’s alive, personal, and being made every day,” Nichols told Fast Company. “By inviting parents to share artifacts from their childhood in the ’80s and ’90s, students saw firsthand how the people who raised them, including myself—I’m a proud millennial and parent of a sixth grader—helped pioneer the digital age, even if we didn’t realize it at the time because for us it was just living our lives.” For a much-maligned generation (those born roughly between 1981 and 1996), it was a welcome change to see their culture finally getting the recognition it deserves. For too long, millennials have been forced to listen as older generations chastised them for overspending on avocado toast, before they became sandwiched by a younger generation who roasted them for their unironic love of Harry Potter and penchant for burger joints.  Nichols’s video also brought with it the horrifying realization for millennials that their childhood is now the subject of history lessons. “Historical Artifacts?” one wrote. “I feel attacked.”