Forget hitting up your favorite stores. The latest wave of It-girl-approved fashion is more likely to be found at a souvenir shop than in a department store. This is the era of meme fashion, the trend that revolves around subverting style norms by embracing pop culture references, sarcastic slogans, and all things uncool. Think the infamous “Women Want Me, Fish Fear Me” hat, a shirt with a beleaguered Kermit the Frog declaring that “the vibe is in shambles,” or a bag labeling its wearer “God’s Favorite” in lieu of a logo. If it would make your grandparents stare in confusion and even disgust, that’s a sign it meets the brief. Whether worn out of genuine adoration or in jest, one thing is certain: ironic, memetic fashion is an inescapable hit.
One brand you can thank for that: Praying, the sarcasm-saturated label founded by Alexander Haddad and Skylar Newman in 2019. Known for its simple pieces adorned with memetic phrases like ‘Main Character’ and ‘Trophy Wife,’ the brand is the definitive source for clothes that are equal parts fashionable and funny. Popular Praying originals include tops, slips, and short shorts telling you to ‘Give Girls Money,’ or reminding you that ‘Dudes = Hot.’ Then there are the bags, declaring their wearer ‘God’s Favorite’ or referencing an undying love for the Twilight franchise.
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