"All of these characteristics make it a symbolic representation of what Gen Zers are looking for a renewed hope for the future and the energy to engage in a purposeful way." From celebrity fashion collaborations to photographers choice of lens, "visual culture really pushed yellow forward as an Instagram-friendly bright that young people feel comfortable wearing," notes Jenny Clark, head of color at global trends forecaster WGSN
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They've followed the business from its original location on Quequechan Street in the Wampanoag Mill, where it opened in 1986 now apartment buildings to its current Tower Mill site in 2009, and had always dreamed their next move would be to their own freestanding shop
