Millennials and teens are making Gucci cool again. Here's how the brand nearly doubled its sales in 2018.

Gucci is a huge part of popular culture in 2018. The iconic logo is displayed across celebrity instagram accounts and featured in popular songs like Lil Pump's "Gucci Gang." As millennials continue to make up a large portion of the consumer market, the way they spend their money has an impact. Millennials and teens might be destroying everything from Applebee's to the napkin industry, but they are definitely willing to spend money on a Gucci fanny pack. So why do millennials and teens love Gucci so much? Pop culture, the return of '90s fashion and the economy can answer that.