According to Edited, the accessories are stocked 118% more by U.S. String bracelets from Pura Vida are also popular among VSCO girls.

Checkered versions of the shoe are essential to being a VSCO girl, and data from retail analytics firm Edited shows the style was stocked 20% more by U.S. Footwear sales at Converse, Adidas, Skechers and New Balance all declined. According to data from the NPD Group, Vans sales grew by around 25% in the first half of 2019, while the Nike brand and Brand Jordan grew at a low single-digit pace. Vans, a division of VF Corporation, are choice footwear for VSCO girls.

But its clothing is also infamous for only being sold in one (usually small) size. 'Sometimes VSCO girls can get controversial because they do all look the same way, and it's almost like if you don't look that way, you can't be a part of that tribe, so it's very much exclusive.'īrandy Melville, for example, is a retailer popular with VSCO girls. 'Not necessarily everyone can be a part of it, because some of these products cost a lot of money,' Napoli said. A classic Fjallraven pack is $80, while a pair of slip-on Vans runs for $50. But Napoli said these products can also be expensive and inaccessible for some. Other VSCO girl staples include checkered vans, Apple Airpods, Hydro Flasks covered in stickers, Mario Badescu facial spray, and Fjallraven backpacks. 'Basic for the VSCO girl is seen as aspirational, because they're adopting the basic elements of style and behavior that their millennial predecessors might recognize. 'Being basic is not necessarily a bad thing anymore,' she said. But Cassandra Napoli, an associate editor at trend forecaster WGSN, said VSCO girls embrace the stereotypes.

Vsco keys map