the new thing is enthusiast drip, I guess.
pikachu, the kid on Zumiez's pivot toward automotive-based streetwear
The last time I have seriously bought anything from Zumiez was back in high school, but because it is a mainstay at my local mall, it is a store I keep coming back to time and time again. (and never actually buying anything, to be honest.)
The seemingly different worlds of cars and skateboarding have a lot of crossover. Personally, many skateboarders I know have a semblance of interest in cars and many young car enthusiasts happen to be good with the board too.
Zumiez’ decision to offer pieces from “automotive streetwear” brands such as Key Street, illest and LZMFG - the apparel brand started by former Stranger BMX pro Adam LZ, surprised me as a car enthusiast because I honestly wouldn’t think they’d sell.
I t first happened when I first laid eyes on pieces from Key Street, a brand I never heard of before until my local Zumiez started carrying them around late 2021. The bold graphics of familiar Japanese sport compact cars such as Honda Civics, Integras, Nissan Skyline GTRs and Mazda RX-7s emblazoned on the front of these shirts were not grotesque, nor tasteful, but still something that captures the attention of enthusaists.
Fast forward a few months, and the Key Street displays are accompanied by an automotive-themed collection by legendary skate brand DGK. It is not uncommon to see car-themed collections by skate brands, but one highlighting Japanese cars like Toyota AE86’s and Nissan Skylines is a far departure from what is expected. The last time I seen a brand with the same sort of fanbase as DGK put a car on a shirt, the car in question was a Tiffany blue Ferrari.
What started to raise my suspicion of Zumiez’ top brass shifting its attention to car enthusiasts was their inclusion of illest and LZMFG, two brands with deep ties to the enthusiast community.
Adam LZ of LZMFG is a YouTube automotive cult darling, with millions of young budding car enthusiasts who aspire to have a lifestyle like his. Since his departure from pro BMX riding, he has taken up drifting and currently competes in Formula Drift - the highest tier of drifting competition in the United States. I can go on about how his entry into the series was controversial, but the overarching fact of the matter is that a prominent car YouTube having his merch collection available at a brick-and-mortar store says a lot.
Illest can be described as an OG of automotive streetwear. To young automotive enthusiasts, Mark Arcenal is held in the same sort of Mount Rushmore-esqe pedestal as Shawn Stussy or James Jebbia; pioneers in their respective segments of streetwear. Arcenal may be behind the camera in his Instagram pictures that capture an automotive-based lifestyle, but the inspiration is drawn out in the designs he makes.
Recently, Zumiez has brought in the merchandise collection of Donut Media into its stores - a decision that I think cements the idea of a possible strategy shift into the automotive world. Donut Media - despite the name; lives, breathes and shitposts about cars to its millions of subscribers on YouTube. Their cast of characters brings an approachable and entertaining view to cars on its individual shows, essentially making a younger, more accessible Top Gear. The merchandise they have been selling for years is design-forward and reflects the brand well, especially given the fact that most of the products are camera-worn by the hosts themselves.
So after listening to me ramble on about car-based clothing brands being sold at Zumiez, you might be begging to ask why and what does his have to anything.
Zumiez has acted as both the catalyst and follower of trends for Gen-Z youth for years and is reflected by many of the brands and clothing styles they choose to take on over the years.
You might remember a couple of years ago that everyone was wearing Thrasher t-shirts. Thrasher, being the authority in skateboarding media, naturally sells their magazines in their stores, but expanding to merchandise exploded their profile.
Zumiez is in virtually every mall and can be an avenue to making certain things cool for a short period to lame in a matter of weeks, months or years.
As someone who is passionate about cars, I would not like to see this sort of stuff become “played out” because there are millions of kids who would rock these clothes because they genuinely like what is on it.
If I wanted to make a suggestion to Zumiez’ corporate, I’d consider bringing in illiminate, they are a brand with a huge following, deep roots to the community and huge crossover appeal.
Please do not make my interests a trend.
Ingat.