# Self-Expression Retail Campaigns Tillys Marked Ten Months of Its Discover Your Style Campaign By Adam Harrie | Published 2026-07-09 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/growth-with-youth References: [tillys](https://www.tillys.com/discover-your-style.html?srsltid=AfmBOoqxYCKwxlAY7-j_ydikgYYsSlSAsUNlvIuoMBfiBfZGFVRhaHc3)  Tillys has reported 10 consecutive months of comparable net sales growth through May 2026, reinforcing its 'Discover Your Style' campaign, which centers on personal expression and [youth mental wellness](https://www.trendhunter.com/trends/be-an-outsider-1). The retailer's 19th Annual Golf Tournament raised more than $237,000 for Tilly's Life Center, funding emotional wellness resources and leadership programs for teens. The company also co-hosted a [community skate event](https://www.trendhunter.com/trends/saved-by-skateboarding) with TLC and [Super Skate Posse](https://www.trendhunter.com/trends/vodkabased-beverage), giving more than 100 students a free skate lesson and a demo featuring Paul Rodriguez, the Primitive Skate team and Tillys ambassador Ryan Townley. Since 2020, Tillys' 'Round-Up-4-Change' customer campaign has raised nearly $7 million for youth wellness programming. Tillys shows how sustained community investment can strengthen brand loyalty by connecting retail growth with long-term support for youth well-being. Image Credit: Tillys ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 44% | Activity: 51% | Freshness: 84% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Purpose-led Style:** Youth retailers are linking self-expression campaigns with mental wellness causes, creating space for loyalty models built around identity, values, and measurable community impact. - **Experiential Youth Engagement:** Skate events, athlete demos, and skill-based gatherings are turning retail brands into participatory cultural platforms where commerce blends with confidence-building experiences. - **Checkout Philanthropy:** Customer round-up programs are evolving into long-term social impact engines, enabling retailers to connect everyday transactions with visible youth support outcomes. ### Industries Being Reshaped - **Youth Apparel:** Brands serving teen and young adult shoppers can differentiate through campaigns that combine personal style, emotional well-being, and authentic subculture participation. - **Mental Wellness:** Nonprofits and wellness organizations are gaining new partnership channels through retail-funded programs that deliver leadership, resilience, and emotional health resources to students. - **Action Sports:** Skateboarding communities are becoming powerful retail engagement partners, offering culturally credible environments for mentorship, brand storytelling, and youth development. ## Related on Trend Hunter - [Complimentary Movement-Focused Workouts](https://www.trendhunter.com/trends/world-mental-health-day.md) - [Back-To-School Fashion Campaigns](https://www.trendhunter.com/trends/backtoit-campaign.md) - [Refined Outdoor Retail Concepts](https://www.trendhunter.com/trends/The-Well.md) - [back-to-school retail campaigns](https://www.trendhunter.com/trends/backtocollege-campaign.md) - [Social-First Beauty Retailers](https://www.trendhunter.com/trends/social-beauty-commerce-platforms.md) - [Expanded Wellness Retail Assortments](https://www.trendhunter.com/trends/target-wellness-assortment.md) - [Race-Inspired Collaborative Streetwear](https://www.trendhunter.com/trends/tillys.md) - [Nostalgic Comic-Inspired Streetwear](https://www.trendhunter.com/trends/superman-capsule-collection.md) - [Multichannel Retail Campaigns](https://www.trendhunter.com/trends/urban-outfitters-happy-lolidays.md)