“Brands targeting Gen Z need to look beyond the confines of traditional segmentation, the ultimate priority always has to be on the alignment that helps us cultivate relationships with youth culture – not just organize it.”
Gregg L.Witt, author
Racer Worldwide reaches Gen Z.
Raer Worldwide is the Gen Z.
Racer Worldwide is under 22.
Racer Worldwide is one of the fastest emerging fashion brands in the world.
They don’t shout about it, we don’t brag about it, they don’t get our heads.
They believe in what they do, they love what they do.
MIhhail Zigadlo, the founder, started the brand when he was only 16.
Racer Worldwide speak to Gen Z because they are Generation Z.
They are in Tallinn (Estonia) and that makes them able to be in and at the same time out of the fashion system.
“We decided to do this 2-part documentary series to share our story and values, to present our “world” in a podcast format to the international Press”, said Mihhail.
The series is filled with archive footage, photos, and videos from the past that no one has ever seen.
The protagonists of the video are the members of the Team: Vadim Stupakov (team member since day one, production manager), Nikita Kudrjavtsev (one of the first customers of the brand, currently production manager), Ekaterina Shekhovtsova (one of the first customers of the brand, former support manager, currently member of the Creative Department), Jüri Belov (member of the Creative Department, producer and photographer), Kristofer Kamberg (member of the Creative Department member, YouTube manager, Videographer) and of course Mihhail Zigadlo (founder and CEO).
The documentary is a 2.0 manifesto that we at Vanity Teen could summarize with three simple (because simple is our approach to life in the such a complicated world) words: YOUTH, COMMUNITY, FREEDOM.
www.racerworldwide.net/pages/about: The Estonian brand Racer Worldwide launches a documentary series that explores its manifesto
