Meet Generation X

Some believe Generation X will be regarded as the greatest generation of all time - we think it's certainly the coolest.

Older wiser cooler

Generation X was born between 1965 and 1980, arriving just in time to see the world turn from black & white to colour. It's a pivotal age group that was touched briefly by the previous age of post-war industrial grime, plain food and heritage attitudes to things like sexuality and personal hygiene. 

We had our first research-based contact with Gen X back in the mid’90s when this cohort defined the clubbing and fashion-obsessed youth market of that decade. Since then, we have followed Gen X’ers closely as they refused to grow old like their parents. 

Some believe Gen X will be regarded as the greatest generation of all time - we think it's certainly the coolest. 

Who is Generation X?

Generation X is a demographic age cohort that accounts for a larger share of the U.K. population than it does in the U.S. This means Gen X plays a comparitively bigger role in the U.K.'s cultural and economic life.

How Generation X grew up

The formative childhood experience for many Gen X'ers was the unprecedented growth of divorce and family break-up during the 1970s and '80s. Generation X heard everything and forgot nothing of what was said during the vicious late night fights between its parents.

Gen X responded with possibly the greatest burst of creativity in popular music and youth culture the world will ever see.

90s kids forever

Generation X has always been at the forefront of new trends in fashion and technology.  Now the coolest generation of all time has a new frontier of anti-ageing to explore.

Gen X will probably be the last generation to remember when humans were limited to a natural health span and lifespan.

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