How Gen X's favourite gadgets like flip phones, wired earphones are finding a new set of fans: Gen Z
Let’s face it, we live in a world obsessed with newer and more advanced upgrades. But oddly enough, when everything is trying to be a 2.0 version of its older self, Gen Z is pressing rewind. On the streets, you’d see wired earphones dangling out of tote bags, again, while reels teach you how they should be folded to avoid tangling.
Casio’s vintage digital watches are being slapped back on wrists; flip phones are a flex; and Fujifilm’s Instax cameras are printing memories faster than Instagram can filter.
But what is propelling this return of the retro? Is it digital fatigue? Is it a conscious return to tactile tech? Is it the call of nostalgia, or some kind of social flex? Or maybe it’s something less romantic, like practicality?
Old is Sold
Walkmans/discmans/handheld cameras: According to media reports, retailers in the UK reported that CD/MP3 player sales were up roughly 44% since July (year-on-year) and spiked 225% over Black Friday last season, while pointand-shoot cameras, a category overlapping with early digital and film photography, increased 27%. These surges were driven largely by younger consumer interest.
Wired earphones: Wired audio is sometimes cited as lowerlatency and higher-fidelity than Bluetooth, which is one reason why purists and DJs still cling to them.
Kodak charmera: Kodak first made photography mainstream with the slogan ‘You press the button, we do the rest’. It’s a philosophy that still underpins its nostalgic appeal even today.
Polaroid: The first instant camera, the Polaroid Model 95, debuted in 1948 and delivered a physical photo under a minute, long before digital previews became a thing. Even today, it remains aesthetic and influences social media frames.
Flip phones: The Motorola RAZR sold over 130 million units worldwide, becoming one of the best-selling phones of its time. Their snapshut action wasn’t just stylistic, it also protected the keypad and calmed the pocket, giving the phones a cool factor.
Blackberry: In the 2000s, BlackBerry was the smartphone for the elite. The brand’s catchphrase ‘CrackBerry’ reflected its addictive push email feature for corporate users.
Not just a nostalgia-driven trend
“The resurgence of hybrid and keypad-led smartphones is an interesting development, although it continues to remain an exploratory category for most brands. What appears to be driving this renewed interest is a confluence of behavioural and demographic shifts globally. The broader conversation around digital wellbeing and ‘digital detox’ is encouraging certain consumer segments to seek devices that promote more intentional and mindful usage.
In some international markets, we are observing patterns that help contextualise this shift. For instance, ageing populations in countries such as Japan have historically shown a preference for tactile interfaces that prioritise simplicity and ease of use. Similarly, parts of Europe are seeing early traction for purpose-built devices for children, as parents explore controlled connectivity options rather than fully enabled smartphones.
While these are market-specific developments, they collectively signal that hybrid devices are not merely a nostalgia-driven trend. Instead, they reflect evolving consumer needs across distinct user segments.”
— KANCHAN MISHRA, vice president (mobiles), Flipkart
“The Kodak Charmera was inspired by the Kodak Fling, the brand’s firstever singleuse camera in the ’80s. We aim to blend in the new trend of blind boxes to the retro Kodak image, creating a ‘newtro’ product. We saw an opportunity to revive that Kodak spirit in a new, collectible format and launched it as a blind box product when blind boxes were becoming a cultural phenomenon. The mini digital camera is easy-to-use for the general public and is also a great gift during the festive season.
Early sales response is strong because we have not only tapped into photographers, but also blind box/toy collectors. Kodak Charmera is a digital camera, a blind box collectible, a toy and a gift, all-in-one, fitting all kinds of audiences looking for gifts or a portable fun camera to record their daily lives.”
— VIVIENNE TSANG, sales and marketing director, RETO Production
“Tata CLiQ Fashion is witnessing strong traction in retro-tech products, like Casio’s vintage digital watches. All models in this product line are seeing good demand, with maximum unit sales taking place in the price range of `2,400-5,000. Since the beginning of FY26, we have recorded strong double-digit growth for this product segment. From a regional perspective, the platform is seeing sharper spikes in the West and South markets. In addition, we are also seeing that these purchases are largely dominated by men.
Additionally, wired earphones are making a comeback, with their mix within the overall ‘in-ear’ category increasing by 40%, reflecting a broader shift towards backto-basics tech that blends affordability, functional simplicity, and style appeal. In addition, the platform is seeing up to 60% of demand coming from non-metro markets.”
— GOPAL ASTHANA, CEO, Tata CLiQ
Old school is cool
“I switched back to wired earphones last year. It started as a practical thing. I was tired of charging my AirPods. But now, I genuinely prefer them. There is something grounding about plugging in and knowing it will just work. Also, weirdly, it makes me less distracted.”
— SAKSHI MEHRA, marketing executive, Mumbai
“I didn’t ditch my smartphone. But I bought a basic flip phone for the weekend. If I am travelling or meeting friends, I carry that. Calls and texts only. It sounds dramatic, but it’s the only way I actually disconnect.”
— DAKSHAYINI MOHAPATRA, content creator, Delhi
“Last month, I bought a TVS gold mechanical keyboard, twice as expensive as modern keyboards. It was the first keyboard I used back when I started working, 25 years ago.”
— ANIL KARMAKAR (name changed), graphic designer, Mumbai
“I am tuning in to the radio these days. We have two mediums to listen to the music: An old jukebox which has radio stations and a Bose box.”
— ASHWINI NARAYAN, content creator, Ahmedabad
“I had been seduced by the Airpods and I will admit that I do use them when I’m working out. But when it comes to my weekly music fix, it’s got to be wired headphones, which assures me of audio gold. Besides, there’s something almost umbilical about being tethered to your music. My Shure in-ears and my Bowers & Wilkins are both wired and will stay that way."
— GEORGE KOSHY, adman, Bengaluru
Casio’s vintage digital watches are being slapped back on wrists; flip phones are a flex; and Fujifilm’s Instax cameras are printing memories faster than Instagram can filter.
But what is propelling this return of the retro? Is it digital fatigue? Is it a conscious return to tactile tech? Is it the call of nostalgia, or some kind of social flex? Or maybe it’s something less romantic, like practicality?
Old is Sold
Walkmans/discmans/handheld cameras: According to media reports, retailers in the UK reported that CD/MP3 player sales were up roughly 44% since July (year-on-year) and spiked 225% over Black Friday last season, while pointand-shoot cameras, a category overlapping with early digital and film photography, increased 27%. These surges were driven largely by younger consumer interest.
Wired earphones: Wired audio is sometimes cited as lowerlatency and higher-fidelity than Bluetooth, which is one reason why purists and DJs still cling to them.
Kodak charmera: Kodak first made photography mainstream with the slogan ‘You press the button, we do the rest’. It’s a philosophy that still underpins its nostalgic appeal even today.
Polaroid: The first instant camera, the Polaroid Model 95, debuted in 1948 and delivered a physical photo under a minute, long before digital previews became a thing. Even today, it remains aesthetic and influences social media frames.
Flip phones: The Motorola RAZR sold over 130 million units worldwide, becoming one of the best-selling phones of its time. Their snapshut action wasn’t just stylistic, it also protected the keypad and calmed the pocket, giving the phones a cool factor.
Blackberry: In the 2000s, BlackBerry was the smartphone for the elite. The brand’s catchphrase ‘CrackBerry’ reflected its addictive push email feature for corporate users.
Not just a nostalgia-driven trend
“The resurgence of hybrid and keypad-led smartphones is an interesting development, although it continues to remain an exploratory category for most brands. What appears to be driving this renewed interest is a confluence of behavioural and demographic shifts globally. The broader conversation around digital wellbeing and ‘digital detox’ is encouraging certain consumer segments to seek devices that promote more intentional and mindful usage.
In some international markets, we are observing patterns that help contextualise this shift. For instance, ageing populations in countries such as Japan have historically shown a preference for tactile interfaces that prioritise simplicity and ease of use. Similarly, parts of Europe are seeing early traction for purpose-built devices for children, as parents explore controlled connectivity options rather than fully enabled smartphones.
While these are market-specific developments, they collectively signal that hybrid devices are not merely a nostalgia-driven trend. Instead, they reflect evolving consumer needs across distinct user segments.”
— KANCHAN MISHRA, vice president (mobiles), Flipkart
“The Kodak Charmera was inspired by the Kodak Fling, the brand’s firstever singleuse camera in the ’80s. We aim to blend in the new trend of blind boxes to the retro Kodak image, creating a ‘newtro’ product. We saw an opportunity to revive that Kodak spirit in a new, collectible format and launched it as a blind box product when blind boxes were becoming a cultural phenomenon. The mini digital camera is easy-to-use for the general public and is also a great gift during the festive season.
Early sales response is strong because we have not only tapped into photographers, but also blind box/toy collectors. Kodak Charmera is a digital camera, a blind box collectible, a toy and a gift, all-in-one, fitting all kinds of audiences looking for gifts or a portable fun camera to record their daily lives.”
— VIVIENNE TSANG, sales and marketing director, RETO Production
“Tata CLiQ Fashion is witnessing strong traction in retro-tech products, like Casio’s vintage digital watches. All models in this product line are seeing good demand, with maximum unit sales taking place in the price range of `2,400-5,000. Since the beginning of FY26, we have recorded strong double-digit growth for this product segment. From a regional perspective, the platform is seeing sharper spikes in the West and South markets. In addition, we are also seeing that these purchases are largely dominated by men.
Additionally, wired earphones are making a comeback, with their mix within the overall ‘in-ear’ category increasing by 40%, reflecting a broader shift towards backto-basics tech that blends affordability, functional simplicity, and style appeal. In addition, the platform is seeing up to 60% of demand coming from non-metro markets.”
— GOPAL ASTHANA, CEO, Tata CLiQ
Old school is cool
“I switched back to wired earphones last year. It started as a practical thing. I was tired of charging my AirPods. But now, I genuinely prefer them. There is something grounding about plugging in and knowing it will just work. Also, weirdly, it makes me less distracted.”
— SAKSHI MEHRA, marketing executive, Mumbai
“I didn’t ditch my smartphone. But I bought a basic flip phone for the weekend. If I am travelling or meeting friends, I carry that. Calls and texts only. It sounds dramatic, but it’s the only way I actually disconnect.”
“Last month, I bought a TVS gold mechanical keyboard, twice as expensive as modern keyboards. It was the first keyboard I used back when I started working, 25 years ago.”
— ANIL KARMAKAR (name changed), graphic designer, Mumbai
“I am tuning in to the radio these days. We have two mediums to listen to the music: An old jukebox which has radio stations and a Bose box.”
“I had been seduced by the Airpods and I will admit that I do use them when I’m working out. But when it comes to my weekly music fix, it’s got to be wired headphones, which assures me of audio gold. Besides, there’s something almost umbilical about being tethered to your music. My Shure in-ears and my Bowers & Wilkins are both wired and will stay that way."
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