Within the dominate culture, the construction of a subculture is inevitable. Subcultures are smaller social groups characterized by their own patterns of behavior and values. Members of subcultures reveal their belonging to a community with a recognizable fashion style so the starting point for this paper is constructing an identity through fashion. The period od postmodernism changes the perception of clothing because that's when fashion is staring to reflect the attitudes, worldview and aesthetic of the individual. At the end of the 90s and in the beginning of the 00s, hipster culture developed whose basic feature is pastiche or the combination of various styles form past periods. The real meaning and connection with a certain belief and ideology is lost, and subcultures disintegrate in the original sense because the guiding thread of subcultures is no longer a sincere desire for change, instead it's an effort to imitate the image of a rebel. Youth culture is a source of inspiration for creating new trends which are reshaped and then reselled again to young people. Compared to previous generations, members of generation Z strive to buy clothes in accordance with the ethical principles of production and keep sustainability in mind. There is an increasingly frequent discussion about the negative aspects of shopping in fast fashion stores whose production is unsustainable for the environment, the labor forse is abused and production is aimed at making a rapid profit. Buying in second hand shops is increasingly affirmed in society due to the awareness of sustainable shopping, but also due to the spread of ideals about authentic products that are becoming the norm in modern society. Vintage style, which can be found in second hand stores in its original form, became a synonym for authenticity and uniqueness in which individuals find themselves when moving away from buying mass-produces clothes and constructing their identity through fashion. The youth scene and identity of young people today are characterized by mixing various styles, the expression of individualism and taking into account the sustainability of purchase, but the questing is, are young people becoming more conscientious consumers or is the creation of identity through unique pieces of clothing just another consumer trend? Does the previously mentioned manifest itself in the creation of new subcultures?