Gen Z has a new style symbol. This gadget has become the hottest jewelry.

Not long ago, earplugs were a shameful gadget hidden from the world. Today, they sparkle like jewelry and are a festival must-have for Generation Z. The problem? The fashion giants have overslept.

Remember those reflective, spongy earplugs that were worn only in emergencies – at night, when there was a lot of noise outside, and always hidden from view? That image can now be consigned to a museum. Today, they've undergone a revolution, transformed from earplugs into… jewelry . Earring-inspired versions, with shimmering hoops and a designer shape, not only protect hearing but also conquer festival styles. And Generation Z loved them so much that a new microtrend emerged, one that fashion giants never expected.

Fashionable earplugs - Loop Experience Rose / Loop press material

Just a few years ago, wearing earplugs was considered embarrassing. Now, it's a fashion statement. Belgian brand Loop , which introduced its jewelry-like silicone earplugs in 2016 , achieved €126 million in revenue in 2023 .

Loop earplugs advertising campaign / Loop press materials

The "Experience" models for festival goers don't eliminate music, but merely reduce harmful frequencies while maintaining sound purity. They also look like earrings that can be worn even without pierced ears.

Why did Loop products prove to be a hit? Because they combine health concerns with a desire to express oneself. Young people are more aware of the risk of hearing damage, but they don't want to give up expressing their true selves. Simple, right?

Man at a music festival with Loop earplugs / Loop press materials

What's more, the new generation of earplugs isn't just for Glastonbury . Models like the Loop Engage allow you to focus on a conversation at your own table in a restaurant , ignoring the noise from the next table. Loop Quiet versions allow you to fall asleep even in the city center.

Although luxury fashion houses offer festival-inspired jewelry every season—to be ready for Coachella —and try to keep up with trends, like designer eye patches — the earplug trend has passed them by. With it, new customers and massive profits.