Urban Outfitters is launching a new store experience—one they insist is driven by “customer insight and market preferences.” Walk in and the whole thing feels less like a modern retail vision and more like a 90s Limited Too reboot that nobody asked for. By year-end, Urban plans to open three of these new stores, with seven more coming in 2026. But instead of winning Gen Z over, the redesign risks pushing them further away.

In the revamp, Urban is expanding the footprints of its in-house brands—BDG, Out from Under, and Standard Cloth—calling them “outfitting essentials.” The problem? Gen Z is already skeptical of UO’s in-house labels, and many of these shoppers say the prices don’t match the quality. Choosing to spotlight more high-priced, low-durability private-label clothing while ignoring the iconic name-brand staples—like Levis and Polaroid—that built Urban’s original credibility just widens the gap.

Then there’s the store layout. Urban calls their new modular fixtures “responsive,” designed to shift with trends and seasons. But the setup looks like a discount trade show floor: temporary, flimsy, and anything but premium. For a generation that values authenticity and thoughtful design, this reads as yet another attempt to chase vibes instead of creating an authentically desirable product.

About the “brighter, more spacious fitting rooms,” Urban brags, “enhanced experience.” Gen Z says sensory overload. Here’s the deal: Urban Outfitters claims they’re listening to consumers. But if they truly want to reconnect and improve, the answer might be simpler: Bring back the real staples. Bring back the brands. Bring back the Levis.