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This Week in Shopping: Hamptons Mom Trucker Hats & Lululemon vs. Brandy Melville

News and notes on the latest Gen Z retail trends, the NikeSkims partnership, and the rapidly shrinking market for wallets in an Apple Pay world.

Lindsay Lohan trucker hat 2003
You may remember the Ed Hardy and Von Dutch trucker hats of the late ’90s and early aughts. The latest fad incorporates a D.I.Y. element, where the fun isn’t just in Stoney Clover Lane–style customization but decorating them afterward, with a glass of wine in hand. Photo: Stephen Lovekin/FilmMagic
Sarah Shapiro
April 11, 2025

This week’s channel checks uncovered a few interconnected trends on the minds of retailers, including the resurgence of trucker hats (yes, really) and the decline of wallets in the tap-to-pay era. The merchants I spoke to were also laser-focused on what teens are buying, in particular—because in retail, what kids wear today doesn’t stay in high school. Brand relationships in those formative years can stick around for life.