Consumers have been buying counterfeit versions of bags, shoes, clothes, and all kinds of other goods for almost as long as premium brands have existed, but they’ve never been proud of their purchases – until now. Gen Z consumers have started proudly displaying their “dupes” to the world, and no one’s quite sure why. Maybe it’s a way to reject consumerism, or maybe it’s just their way of opposing the purveyors of premium brands. Whatever the case, Gen Z continues buying, displaying, and bragging about their dupes whenever they can.