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9 Trending Niche Ideas You Can Profit With eCommerce & More in 2023



9 Trending Niche Ideas You Can Profit With eCommerce & More in 2023

Sometimes it can feel hard to spot trending niche opportunities, especially early on. The internet is vast, there’s tons of competition, and navigating it all can feel overwhelming.

That’s why we’ve put together this list of 9 best trending niche ideas you can consider for starting an online business. You can also use these niche ideas for e-Commerce, blogging, affiliate marketing, and/or dropshipping.

So if you want 9 trending niches, plus a guide on how to find trending niches, and a list of untapped e-commerce niches, definitely keep reading!

9 Best Trending Niche Ideas

Choosing the right niche for your online business is important. It can mean the difference between making money online with your business and not.

And there are many factors to consider, so we hope this roundup of niche ideas helps streamline the process. Here are 9 of the top trending niche market ideas to consider for your e-commerce, blog, or really any online business.


1. Digital Nomads

Digital nomads are people that travel the world while working remotely. They practice a location-independent lifestyle and work in flexible careers that let them work from anywhere.

graph showing digital nomad as a trending niche

The popularity of digital nomadism over the past several years has grown considerably. From more nomads pursuing van life to people craving travel after being stuck in a desk job during the pandemic, more and more digital nomads are leaving behind their old life in favor of a life filled with travel.

graph showing nomad visa as a trending niche keyword

According to Exploding Topics, nomad visa is a fast-growing keyword with over 3,000% growth across the past 5 years. This points to the fact that people’s growing interest in nomadism and exploring opportunities to travel the world while working remotely is ever-present.

2. Bamboo Baby Clothes

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Bamboo is a sustainable material you can make clothing from. This woody grass is grown in various parts of the world and is known for its versatility. With bamboo, you can make:

  • Paper
  • Clothing
  • Furniture
  • Food

It’s considered a sustainable material because it’s fast-growing, and it can be harvested without killing the plant.

Just as sustainable fashion is trending, bamboo baby clothes are another trending niche you can explore.

You can see the rising growth chart over the past 5 years on Google Trends.

graph showing bamboo baby clothes as a trending niche

In Exploding Topics, it shows 144% growth over the past five years.

graph showing organi baby clothes as a trending niche

3. Home Office

small town business home office

Home office products is a niche that has been growing, in part from the pandemic that started a few years ago, and is projected to hit nearly 9% growth from 2019 through 2031. People transitioned to working from home, and as such, the demand for home office equipment rose.

Home office equipment includes:

  • Desks
  • Desk chairs
  • Ergonomic equipment like sitting-standing desks, ergo chairs, ergo keyboard and mouse, wrist rest, etc.
graph showing home office products as a trending niche

You can see that a peak in interest of home office goods happened during the first few years of COVID-19. But today, with more people still working from home than ever before, this continues to be a trending topic.

4. Sustainable Fashion

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Sustainable fashion is about creating fashion apparel and accessories that are environmentally and socially responsible. This ties in with eco-friendly products that we’ll cover down below.

graph showing sustainable fashion as a trending niche

You can see the rising search volume for sustainable fashion as a keyword, over the past 5 years, according to Google Trends.

Exploding Topics also shows 36% growth for this keyword, sustainable fashion, over the past 5 years.

sustainable fashion google trends

Sustainable fashion is apparel made with environmentally-friendly materials.

It can include:

  • Organic materials: Apparel made with organic materials like organic cotton or bamboo.
  • Capsule wardrobes: This promotes the idea of having fewer apparel pieces in your wardrobe that can last over time. These should be timeless and high-quality pieces you can wear over the long run.
  • Secondhand clothing: Take advantage of reused clothing from consignment shops or thrift stores to reduce the number of apparel items that go to landfills.
  • Upcycling: This is about taking existing apparel items and turning them into something else, like taking a vintage scarf and sewing it to denim jean pants for an upcycled, unique pair of jeans.

5. Cat Litter

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It’s funny to think that something like cat litter is trending, but according to Google Trends, there has been rising interest over the past 5 years.

graph showing cat litter as a trending niche

When searching cat litter in Exploding Topics, four different search terms come up:

  • Walnut cat litter
  • Grass cat litter
  • Grass seed cat litter
  • Litter robot

If you go to TikTok and search cat litter, you will find thousands of videos and products related to cat litter. The hashtag #catlitter has nearly 680 million views alone!

People love their cats. Pet parents, in general, are a pretty passionate audience, so it’s not unusual for specific pet products to be trending from one time to another. With cat litter, it’s a necessary part of cat ownership in most cases.

But, it’s messy, stinky, and is a regular part of cat owners’ day, so if there are cat litter products to make the litter process easier, people will take an interest.

6. Eco-Friendly Products

ecofriendly products

Eco-friendly products have minimal impact on the environment. More members of society are embracing eco-friendly products. This survey revealed 72% of respondents said they were buying more environmentally-friendly products compared to five years ago.

If you look at many of the modern eco-friendly amenities and products we have today that didn’t exist ten years ago, it’s clear:

  • Electric cars
  • Hybrid cars
  • Organic cotton clothing and apparel made from sustainable materials
  • Recyclable paper
  • Solar-powered lights, chargers, generators, and other products

The growing awareness of the environmental impact brought on by humans is an important issue that is having more light shown on it. People are taking an interest in eco-friendly products, and the numbers support this…

Here is eco-friendly paint as an example:

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7. Beard Oil

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Beard oil is oil that men use and rub into their beards. The oil is a moisturizer that keeps their beard hydrated, soft, shiny, healthy-looking, and manageable. This aligns with men’s beauty products, another trending niche we cover in this roundup.

The beard oil market will grow to reach an estimated 1.4 billion dollars by 2029, a CAGR (compound annual growth rate) of around 5.6% since 2019.

graph showing beard oil as a trending niche

There are definitely peaks around colder months of the year when more men sport a beard, but, in all, this is a growing industry with growth shown across multiple trend tools like Google Analytics and Pinterest Trends.

8. Solar Products

Solar panel installation

Solar products include any goods powered by solar energy like:

  • Batteries
  • Power adapters
  • Generators
  • Fans
  • Lights
  • Panels
graph showing solar products as a trending niche

As solar component costs decline, it makes solar-based products more affordable for people. The global energy crisis is a big driver for solar industry growth as well, as people turn to renewable energy options for power.

9. Men’s Beauty Products

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Men’s beauty products include skincare for men, beard and facial hair products, and body care, from lotions, oils, serums, and more.

1682635357 510 9 Trending Niche Ideas You Can Profit With eCommerce

The men’s personal care market was valued at 30.8 billion dollars in 2021 and is expected to grow 9.1% by 2030.

How to Find Trending Niches

There are plenty of ways how to find trending niches:

  • Follow social media influencers: Follow industry influencers and content creators to see what they’re talking about.
  • Read publications: Industry publications are a great way to stay abreast of developments and changes in your market.
  • Perform keyword research: Research keywords to identify popular search terms, examine competition, and get a good idea of what people are searching for online.

I’m a big supporter of using tools to save time and make your online search efforts more efficient. I’m going to share four free tools (and one bonus [paid] tool) you can use to perform your keyword research and product research.

Because at the end of the day, one of the best ways for finding trending niches is by performing nice, thorough Google searches on the web. It’s not about mindlessly scrolling keywords, plugging in different keywords into the search field.

Instead, you want to look into trending products in a particular niche, review current trends, see what products or topics are in high demand now and in recent years, and perform other product research.

You’ll take a tactical approach, looking at trends, statistics, and other information to find those golden niches that are currently or recently popular.

Google Trends

google trends amazon fba

Google Trends is a free tool that helps you research keyword trends over time. You can search for a Google trend to check how frequently the keyword is searched and how interest has changed.

For this article, we looked at U.S. trends, but you can filter location to worldwide or various countries around the globe.

Additional filters include:

  • Timeframe: 5 years, 12 months, past 90 days, past 30 days, etc.
  • Categories: Choose “All Categories” or filter by category, like Arts and Entertainment, Books & Literature, Science, Shopping, and more.
  • Search type: There’s web search, photo search, image search, Google shopping, etc.

This is exactly what you want for niche topic research because you can see if there’s any interest in your niche before building out your business.

Exploding Topics

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Exploding Topics is a website designed to help you discover trends before and while they’re happening. You can access Exploding Topics for free, with select premium topics available to paid members only.

Here’s how it works:


You type a search term on Exploding Topics, or you can browse their pages of trending topics as you search for your trending niche idea to pursue. Then, you can review the insights and make the decision to use that keyword or not.

For example, for the term “bamboo baby clothes,” Exploding Topics will show you the volume, growth chart, categories, and related topics.

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With a resource like this in your arsenal, you can identify, inspect, and track trends before they hit. It’s perfect for spotting trending niches.

This will help in identifying trending niches to help you make money with your e-commerce business.

Pinterest Trends

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Pinterest Trends helps you identify trending topics on Pinterest. You’ll get helpful insights on what’s trending on the Pinterest platform to see what people are searching for and what trending topics are gaining momentum.

For example, you can search a term like Home Office…

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Analyzing the keyword in Pinterest Trends, you can see the interest over time, related trends, demographics, and popular Pinterest pins published on Pinterest for the keyword.

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You get tons of great information right at your fingertips to do your keyword research and product research.

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Google Keyword Planner

Google keyword planner
Keyword Research with the Google Keyword Planner

Google Keyword Planner is a free tool by Google as a part of their Google Ads platform. You use Google Keyword Planner to perform keyword research, which shows you information about:

  • Search volume
  • Competition level
  • Suggested bids for PPC campaigns

To use Keyword Planner, you start by typing a search term.

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Next, you’ll get the results that show you data like volume, CPC, average monthly searches, competition level, and more.

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This information will help you discover if a niche is trending and whether or not to pursue it.

Bonus: Jungle Scout

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Anyone looking to get into eCommerce must look seriously into Jungle Scout.

They offer a whole suite of tools and features to help you find potential products based on niche, perform keyword research, conduct competitor analysis, sales analytics, and much, much more.

Check out our full Jungle Scout review to learn more.


What Are Some Untapped E-Commerce Niches?

Untapped e-commerce niches can be gold. These are niches that have yet to be turned into e-commerce stores or have very minimal competition.

Some examples include:

  • Niche subscription boxes: like mystery tackle boxes for fishing enthusiasts or escape rooms in a box.
  • Eco-friendly products: These environmentally-friendly products can include small appliances, fashion, home goods, and more.
  • Home workout equipment: These are fitness products like home gyms, smart gym equipment, etc.
  • Re-commerce: Selling used goods. Platforms like Poshmark and Mercari are examples of platforms that have this model built into their website.

You can spot untapped e-commerce niches using any of the methods we described: Google Trends, Exploding Topics, Pinterest Trends, and Google Keyword Planner.

Once you find what you think is a profitable niche to explore, validate the topic using Google Keyword Planner to ensure it has low competition and a strong enough search volume to make it worthwhile to pursue.

While these search tactics are great for e-commerce product market research, they can be used for many purposes, like:

  • Blog post ideas
  • Affiliate products
  • Digital product ideas
  • Amazon FBA products

Bottom Line

Discovering trending niches is very powerful. It’s about keeping up with what’s relevant in today’s world so you can remain competitive in the market.

With websites like Google Trends, Pinterest Trends, Exploding Topics, and others, you have the tools to discover these popular topics ahead of or during the trend. This knowledge can help you tackle new product categories and ventures within the e-commerce space.

Once you narrow down your choices on which trending niche to explore, it’s a good idea to look at our keyword research guide, which will help you identify low-competition keywords for your niche.


Which trending niche excites you most?

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Learn to Play Guitar Even if You Have No Previous Training for Just $20



Learn to Play Guitar Even if You Have No Previous Training for Just $20

Disclosure: Our goal is to feature products and services that we think you’ll find interesting and useful. If you purchase them, Entrepreneur may get a small share of the revenue from the sale from our commerce partners.

Moe than 700 million people worldwide play the guitar, and there are numerous enterprises associated with the skill. Of course, it’s also one of the most fun instruments to play and not very difficult to learn. If you’d like to have a business, or even a hobby, related to playing guitar then the 2024 Guitar Lessons Training Bundle can help you quickly learn to play guitar even if you are a complete novice.

You need no experience whatsoever to start with the Beginner Guitar Lessons Crash Course, a student favorite with an average rating of 4.6 stars out of 5. It assumes you know nothing at all about guitar, but you’ll get quickly up-to-speed without skipping anything important.

You can then follow up with Guitar Technique, another highly-rated course. It will teach you the most important techniques for playing guitar. This course is actually for students at any level because the lessons are easy to start off with, then become more difficult as you gradually advance. You’ll begin to develop your own style in this class.

Blues lovers will thoroughly enjoy the Easy Blues Guitar Crash Course. It’s another beginner course, but you’ll quickly learn to play real blues guitar and the basic terms used in this genre. One of the best, easiest and most fun ways of improving your soloing is to play children’s songs. So you should love the Children’s Songs for the Guitar course, in which you’ll learn 20 children’s songs.


Once you’re done with the previous courses, or if you’re already at an advanced skill level on guitar, then you’ll be ready to take the Guitar Jam Method course.

It’s for just the intermediate and advanced guitar students, focusing on teaching you how to jam without needing to play a specific song. Creative guitarists can really improve their jamming and soloing skills in this class.

The course also contains seven modules “…for the Curious Guitarist”. These are Fingerstyle, Ear Training, Songwriting, Guitar Lessons, Jazz, Blues and Christmas Songs.

All of the courses are presented by Dan Dresnok, who has taught guitar to tens of thousands of students online and in-person. He’s also been a performer and recording studio session guitarist, specializing in music theory, guitar, blues, jazz, rock and bluegrass.

Get The 2024 Guitar Lessons Training Bundle while it’s available for only $19.99 (reg. $480).

StackSocial prices subject to change.


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Inflation Not Fading Fast Enough for Stock Investors



Inflation Not Fading Fast Enough for Stock Investors

Investors may have celebrated the end of high inflation too soon. The CPI report shows inflation bouncing higher and thus pushing back the start date for Fed rate cuts. This has the S&P 500 (SPY) coming off recent highs. This begs questions like how much more downside could we see? And when will the bull market get back on track? 44 year investment veteran Steve Reitmeister shares his answers to these questions in this timely commentary including a preview of his top picks to stay ahead of the pack. Read on below for more.

High inflation refuses to “go quietly into the night“.

Instead, the most recent CPI report was too hot which greatly downgraded the odds of a rate cut coming in June or July. With that bond rates went higher on Wednesday and stock prices went lower.

Thursday’s PPI report was a bit tamer helping to ease the mood. But it does cloud the outlook for the market.

So, we will do our best to shine some light on our path forward from here in today’s commentary.


Market Commentary

April started with a very mild sell off which seems quite natural given then rapid pace of gains in Q1. Then just as stocks were bouncing back towards the highs we got served up a unwelcome CPI report on Wednesday that had investors hitting the sell button once again.

Unfortunately, year over year inflation increased from a 3.2% reading last month to 3.5% this time around. Yes, that is the wrong direction as we want to continue on our glide path towards the Fed’s target of 2%.

We all know that inflation rarely moves in a straight line. But this was not the first inflation report above expectations…but it certainly was the most resounding negative that investors could not dismiss.

The nerds out there (like myself) will note that the Sticky Inflation readings got even worse. That reading went up to 5% based upon the month to month change from the previous 4%. There is simply no way the Fed can look at this recent data and decide to lower rates in May…June…and probably not July.

The world of investors most certainly agreed with this notion given the seismic moves in the bond market. Most notable was the 10 year Treasury rate spiking to nearly 4.6% on Wednesday. That cooled down a notch on Thursday given the “slightly” better than expected reading for PPI.


This greatly changes expectations for the timing of the first Fed rate cut. A month ago there was 72% probability of that taking place in June. That is now down to 22%.

Moving out to July that was considered a near slam dunk at 90% odds of lower rates. That is now a coin toss at just 49% likelihood.

Finally, we see the September meeting coming in at 70% odds of lower rates. This all points to investors going over the May 1st Fed testimony with a microscope looking for even the smallest clues of what comes next.

Long story short, I think it is borderline insane for investors to expect new highs for stocks until inflation is better under wraps and certainty increases on the timing of the first rate cut. That points to the recent high of 5,265 for the S&P 500 (SPY) as being the top end of current trading range.

The bottom of that range is a bit less clear. Will investors do more of a consolidation slightly under recent levels? The hearty bounce on Thursday seems to point in that direction. But the longer things go on without a resolution to the matter, the more we could break below the 50 day moving average at 5,105 and perhaps give 5,000 a serious test.

If that scares you, then might I recommend you put your money in the bank rather than the stock market.


The only way you can enjoy the reward of a 27% gain for the S&P 500 since late October is by taking the risk that comes with mild pullbacks and tougher corrections from time to time. Meaning that testing 5,000 or even lower would be a yawn in the history of stock market movements which has improved our net worth considerably over the past few months…years…decades…generations…and so on.

My trading plan is to remain bullish. Just have a better eye towards the value of your positions. If you wouldn’t buy more shares of those stocks today…then perhaps time to sell and add new stocks that you feel have better upside potential.

That also calls for a “buy the dip” mentality as there likely will be more volatility and rough sessions ahead. Those are the times to step in and add shares of your favorite stocks.

All in all, we are moving back to a more normal bull market. Where 2 steps forward and 1 step back is just part of the dance. So, all the more reason to find the beat and dance right along.

What To Do Next?

Discover my current portfolio of 12 stocks packed to the brim with the outperforming benefits found in our exclusive POWR Ratings model. (Nearly 4X better than the S&P 500 going back to 1999)


This includes 5 under the radar small caps recently added with tremendous upside potential.

Plus I have 1 special ETF that is incredibly well positioned to outpace the market in the weeks and months ahead.

This is all based on my 43 years of investing experience seeing bull markets…bear markets…and everything between.

If you are curious to learn more, and want to see these lucky 13 hand selected trades, then please click the link below to get started now.

Steve Reitmeister’s Trading Plan & Top Picks >

Wishing you a world of investment success!


Steve Reitmeister…but everyone calls me Reity (pronounced “Righty”)
CEO, and Editor, Reitmeister Total Return

SPY shares were trading at $515.01 per share on Friday morning, down $2.99 (-0.58%). Year-to-date, SPY has gained 8.69%, versus a % rise in the benchmark S&P 500 index during the same period.

About the Author: Steve Reitmeister

Inflation Not Fading Fast Enough for Stock Investors

Steve is better known to the StockNews audience as “Reity”. Not only is he the CEO of the firm, but he also shares his 40 years of investment experience in the Reitmeister Total Return portfolio. Learn more about Reity’s background, along with links to his most recent articles and stock picks.


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High Sport Skeptics Have Entered the Chat



High Sport Skeptics Have Entered the Chat

If you are plugged into fashion discourse, you’ve probably heard about High Sport Kick Pant by now (perhaps against your will). They are stretch ponte trousers with a cropped flare above the ankle and pleats down the center of the legs. Sturdier than leggings and distinctly more polished. The intrigue around these pants reached a fever pitch on Substack in late 2023 – early 2024. The Kick Pant has developed a cult following, but skepticism has started to mount.

Substack, the newsletter platform, is integral to the phenomenon of High Sport. It’s where fashion influencers and ex-editors with large followings raved about the pants to their readers. Several glowing endorsements were published within a short time span. Word spread like wildfire within the platform’s ecosystem. Substack writer Rachel Solomon of Hey Mrs. Solomon describes the High Sport pants as a “fireball” item that seemed to “materialize out of nowhere.” She believes the hype is tied to the inherent “miracle potential” of pants, which are extra compelling because “the ass/thigh area is so important when it comes to fit and use case.” People will pay a lot for pants that make their butt look good.

“The chatter about these pants on Substack chat was non-stop,” says the writer of Totally Recommend, a self-described “recovering marketing CEO” who goes by Rufina. Her assessment of the situation? It seemed like no one beyond fashion writers and influencers actually owned the High Sport pants, yet everyone was hunting for alternatives. “I realized we were all searching for dupes without even knowing what the originals were truly like. That’s when my curiosity really kicked in. I knew I had to get my hands on these pants,” Rufina states.

Vi Huynh wears a thrifted version of the High Sport pants;


Courtesy of Vi Huynh

1712933763 594 High Sport Skeptics Have Entered the Chat

Vi Huynh wears a thrifted version of the High Sport pants;

Courtesy of Vi Huynh

Solomon and Rufina both bought the pants and wrote about them on their Substacks. Both writers gave their honest opinions on everyone’s burning question: are they worth it? And, of course, where can one find a good dupe? Rufina’s review series, “The Scoop On The High Sport Dupe,” made the Substack rounds for its thorough list of dupes from Ann Mashburn, Donni, and Spanx to Banana Republic, Old Navy, and J.Crew. More chatter ensued.


Then, The Cut published a High Sport piece last month that laid bare the financial incentives for Substack writers recommending the High Sport pants with affiliate links. The public reception of the article drove the discourse around these pants towards suspicion. It reminded people of the importance of taking product recommendations with a grain of salt when someone stands to make a hefty commission.

High Sport skepticism has kindled on Substack—the same place where the fanfare began. This time, discourse around the pants are tinged with mixed feelings around the gray area of affiliate marketing and fashion writing. Kickbacks on the Kick Pant have soured the hype for many.

In her latest High Sport dupe post, Rufina ponders if we should aspire towards these pants in the first place: “Are they an unspoken application to an elite club, where the entry fee is a slim waist, a fat bank account, and a life elegantly soaring above the mundane irritations familiar to the rest of us?” Readers resonated with this perspective. The comment section contemplated the writers’ ability to make $135 per sale via affiliate links on a rave review. “For some people, these pants might still be their top pick, fitt ing their style and budget. But knowing about the commission thing bursts the bubble,” Rufina continues. Solomon reflects on how the High Sport hype has played out. “I have noticed a little more skepticism, almost like we can all suddenly breathe a sigh of relief and go…wait, aren’t these just thick, hot pants that have a cute length?”

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Vi Huynh wears a thrifted version of the High Sport pants;

Courtesy of Vi Huynh

1712933763 528 High Sport Skeptics Have Entered the Chat

Rachel Solomon wears the High Sport Kick pants;

Courtesy of Rachel Solomon

Some have held a critical eye towards High Sport pants from the start. Em Seely Katz, news editor of Magasin and writer of Human Repeller, knows the nitty-gritty economics of luxury clothing production and marketing. “I know a pair of stretch pants should not cost nearly a grand without a 1000% or so markup,” Seely-Katz reveals.

When vintage seller Vi Huynh first saw the High Sport pants, the “egregious price point” stopped her from what would have been an immediate purchase otherwise. Huynh keeps up with niche fashion discourse and believes that High Sport’s brand strategy relies on the appeal of “quiet luxury” rather than a truly superior material product. “They don’t need regular people buying their pants. They’re saying: we’re the Loro Piana of stretch pants,” she continues.

Despite the skepticism around price point and kickbacks, the appetite for High Sport dupes has not waned. Seely-Katz has been diligently researching mid-price-range dupes in response to the Magasin readership’s interest. For example, they say that Sézane’s new gingham pants (around $200) are just as worthy of wear as the originals. Huynh maintains that the High Sport look is easy to find at thrift stores due to the popularity of ponte pants during the 90s and 2000s. Her advice? Focus on material—while rayon, polyester, and spandex blends are common, the better quality ones feel thick to the touch and retain shape when stretched.


However, High Sport diehards maintain that the dupes are incomparable to the original. Writer Jess Graves of The Love List reports that the material from Old Navy and Donni versions were “flimsy and thin,” a far cry from High Sport’s “thick Italian knit that holds you in.” Graves, who purchased the High Sports with her own money, wears the pants “so often the cost per wear is probably around a dollar at this point.”

High Sport Skeptics Have Entered the Chat

Ruffina wears a dupe of the High Sport pants;

Courtesy of Rufina

1712933763 874 High Sport Skeptics Have Entered the Chat

Vi Huynh wears a thrifted version of the High Sport pants;


Courtesy of Vi Huynh

Unlike Instagram, Substack is still a relatively new space where the norms of affiliate marketing—and how consumers can expect to engage with it—are still taking shape. One can find a broad mix of fashion content, from personal essays and styling tips to shopping-driven posts heavy on affiliate links. Perhaps it is due to this broad spectrum of how and when writers participate in affiliate marketing that pinpointed skepticism towards High Sport pants in a way that may not have materialized on, say, Instagram.

Seely-Katz, who does use affiliate links on Human Repeller, emphasizes that they have built trust with their readers in terms of how they disclose commissions. “People who read my newsletter know that I emphatically don’t go out of my way to center affiliate links, many of my posts having none at all […] I am thoughtful about what products I endorse, no matter the price point,” they state. Graves echoes this sentiment. She views affiliate income as compensation for the work of content creation. In regards to her Substack, “my readers get that if I am publishing something without a paywall, affiliate links are a way to help me accrue some payment for that time spent. I don’t let it sway my editorial decisions though,” Graves notes. Rufina does not use affiliate links but acknowledges that with the instability of the media landscape, “It’s really tricky for me to say how writers should be making their money.” As a former advertising professional, her main concern was seeing High Sport purchase links posted without an affiliate disclaimer.

Ultimately, the story of High Sport reveals how Substack is becoming an increasingly robust ecosystem for launching status-y products that go viral within a subset of fashion consumers. Seely-Katz describes the phenomenon as a “self-fulfilling prophecy,” where people who buy such items are more likely to broadcast them in their publications, “creating an illusion that literally everyone is buying this stuff.”

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