Our latest studies
Each study is an exploration of a cultural territory. Click to read the details or get in touch to learn more about our expertise.
What are the new rules of the post-COVID sneakers market?
Raffle fatigue, a value crisis, the Nike paradox. In 2024, sneakers culture was at a turning point and the people inside it hadn't seen it yet. A study built on the crossover between market data and true enthusiasts’ pov that helped identify five consumer typologies for the resell giant. And one central question for Wethenew: how far does loyalty hold when passion burns out?
« Sneakers are behind me now. The older I get, the more I see myself wearing things that last. Things that say more about who I am today. »
Why do French youth march every Sunday for the planet while the same generation wears Shein?
The paradoxes of the eco-conscious generation in 12,193 responses. 98% of 13-28 year-olds say they care about the environment. And yet: they buy fast, buy a lot, and dress according to hype cycles that keep accelerating into the absurd. We set out to understand this blockage and to offer 6 ways to get out of it. For brands, for individuals, for the whole industry.
« Why should we be the ones to limit ourselves, when older generations did whatever they wanted for years? »
« Sometimes you buy a piece and by the time it arrives, you've forgotten you ordered it and you wonder if you even wanted it. »
« Being eco is hard. It just doesn't feel good. »
