Building a Fashion Brand Gen Z Actually Loves | From Thrift Page to Sold-Out Drops

What does Gen Z really want from fashion in 2025?
If you’re a founder, creator, or brand trying to crack Gen Z - this episode is your cheat code.

We sat down with Nefertari Joshi, founder of Nef’s Finds, a brand that started as a private thrift page and grew into one of the most loved Gen Z fashion labels online.
In this conversation, Nefertari breaks down how she stays relevant in a brutally competitive market. From concert-themed fashion drops to reinventing Indian wear and accessories for a younger audience, she is standing out.

Here’s what we covered:
• How to stay relevant in a fast, competitive, trend-driven market
• What categories Gen Z is currently shopping
• The kind of fashion content Gen Z actually consumes
• How to build a loyal customer base purely through Instagram
• Actionable Gen Z customer insights for founders and creators
• What helps a brand genuinely connect with young audiences

Nefertari Joshi is the founder of Nef’s Finds, a fashion label that started as a thrift page and grew into a full-fledged brand known for its bold, experimental, and Gen Z-driven aesthetic. With experience across editorial and retail, she’s built Nef’s Finds into a community-led label that blends creativity, culture, and commerce.

Chapters:
00:00 Introduction
01:10 Building a fashion brand with a private account
02:35 Rejecting followers on Instagram
05:37 Facing backlash from customers
07:23 How to retain customers in fashion?
09:05 How to sell to Gen Z?
10:40 Can Gen Z purchasing be influenced?
12:00 Spotted at Coldplay concert
12:56 Westside's Gen Z campaign
16:35 What content does Gen Z consume?
18:56 Funny customer experience
20:00 3 tips for selling to Gen Z
23:35 Rapid Fire with Nef
26:56 Conclusion

About the show:
Bringing women founders, leaders and experts together to share their experience and business journeys.

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Hinal Mehta, Host
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Nefertari Joshi
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