As winter grips early 2026, surely it’s worth thinking ahead to a summer full of festivals and open air concerts.
Image: Culture Kings
Well, this latest report is from New Zealand-based Culture Kings and sales info based on NZ and US data, and there’s bound to be some crossover for the UK and Europe revellers, surely.
So what will be the ‘dress code’ this year? Expect a “quiet dismantling of the tired clichés”, we’re told. Instead of flower crowns, glitter bras and neon crochet, the data points to festival-goers abandoning “chaotic, one-wear outfits” in favour of something far more practical, namely “comfort-driven streetwear they can wear again the next day”.
According to its study, which analysed 12 months of Culture Kings’ Festival Edit data, festival-goers have officially traded boho chic for outfits built to last beyond the weekend.
So prepare for a possible complete reset here where the focus is on short-sleeve and graphic tees that dominate as anchor pieces as they account for a third of all festival purchases; practical summer hoodies, tied around the waist during the day for 2pm heat and then unfurled for 2am chills; baggy jorts/micro-shorts in black and camo; blackout dressing as 51% of festival wear sold is black, followed closely by white, grey, charcoal and camo; and comfort shoes with mules and slip-ons beating heels and flimsy trainers.
Justin Hillberg, Culture Kings ANZ president, said festival-goers are “building a simple, repeatable uniform, anchored in comfort, versatility and personal style rather than costume.
“Festival outfits aren’t a costume anymore. People want items that feel like an extension of their everyday style. The pieces that are performing best are versatile, comfortable and easy to re-wear.”
