Gen Z has embraced Punjabi juttis as a fashion statement. Once considered exclusively a regional, traditional form of footwear, Punjabi juttis are now globally recognised as a fashionable item to own. The appeal of Punjabi juttis and their versatility is being discovered daily, by people from all over the world, especially young people. Gulbahar has established itself as a leader in making Punjabi juttis a fashionable option for a new generation of consumers.

The rise of Punjabi juttis among Gen Z is also indicative of the greater cultural movement occurring within a new generation. For Gen Z consumers, being authentic is something that is important to them. They are exposed to a plethora of commercialised fashions and are looking to shop authentically. Punjabi juttis represent the authentic hand-crafting of a product based upon centuries of cultural tradition and heritage. This representation of authenticity is appealing to young consumers who are looking for significance in what they purchase. In comparison to the handmade nature of Punjabi juttis, mass-produced footwear seems less personal and unique. As such, the commitment of Gulbahar to create authentic footwear that is made by artisans, aligns with the values and beliefs of Gen Z.

Because of social media, particularly TikTok and Instagram, Punjabi juttis have been able to gain a foothold within a younger audience. Content producers, influencers and creators have been posting pictures and videos that illustrate the many different ways to style Punjabi juttis to enhance and complement modern fashion. Many Punjabi jutti based viral trends have been covered in a number of articles and other social media posts by millions of Gen -Z users. Gulbhahar has been very effective at using Social Media to build authentic connections with a highly engaged group of young people interested in the Latest Trends in Fashion.

The push for a more Sustainable Future has driven the way Gen -Z is choosing what they buy; it is clearly more important than any other generation prior to them. By making Punjabi Juttis by hand through traditional means, the artisans are able to not only support their local economy but also to preserve the Ancient Crafting Skills that have been passed down from generation to generation. By choosing to buy Handmade Juttis instead of mass-produced, Gen -Z is acting in accordance with their Eco-Conscious Vision. The purchasing of Punjabi Juttis from Gulbhahar also supports Fair Wage and Ethical Business Practices. The Sustainable Production Practices of Gulbhahar attracts Eco-Conscious Consumers from all other generations.

Fashion Decisions for Gen-Z have become increasingly focused on Cultural Pride and Identity. The Juttis provide a way for them to celebrate their Heritage and their Culture while still maintaining their Contemporary Style Attractions; therefore, this merging of Traditional and Modern elements creates a Totally Unique and Powerful Aesthetic. They are not forced by Cultural Expectations to always choose between a Traditional or a Modern aesthetic. They can wear the Handcrafted Punjabi Juttis by Gulbhahar, which allows them to Balancingly Express their Cultural Identity.

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