At UWG INC., we’ve spent decades at the intersection of culture, consumer insight, and brand strategy. Now, through our insights and intelligence unit Culture Labs, we’re proud to release our first cultural impact report:
“Not Just Drip: How Black Men Lead Fashion and Influence the Future”.

This work brings data into a conversation that too often relies on assumption instead of insight. Released intentionally ahead of the Met Gala and its accompanying Costume Institute exhibition, “Superfine: Tailoring Black Style,” the report offers a data-driven lens on how Black men shape not only fashion but also aspiration, consumer behavior, and cultural leadership across industries.

Key Findings from the Report

Spanning Gen Z to Gen X, the report reveals generational throughlines in how Black men express identity and drive influence:

• 58% of Black Gen Z men say fashion is “how I show who I am” significantly higher than their total market peers.

• 62% of Black millennial men blend luxury and streetwear to reflect personal success.

• Among Black Gen X men, 54% favor legacy and tailored brands where clothing becomes more than style; it’s a reflection of values, dignity, and history.

These findings confirm what Black communities have long expressed: style is not simply a trend cycle it’s a cultural code. Identity, influence, and aspiration are inherited, reinterpreted, and amplified across generations.

Why This Matters for Brands

In a market where many brands chase the next trend, Not Just Drip challenges marketers to shift their lens:
Stop asking what’s next—and start recognizing who is already leading.

The report offers a framework for brands and business leaders to better understand cultural leadership and consumer influence—and to build strategies that reflect those realities with authenticity and respect.

For media inquiries:
Thomas Dima
Head of Global Communications, UWG INC.
thomas.dima@uwginc.com