These days, a store brand of clothes with respectable cachet is "Kirkland" from Costco. Basics like Kirkland jeans, underwear, sweatshirts, etc. I don't know if the kids like them, but a lot of adults wear Kirkland with pride. (Sort of like a billionaire driving an ecogreen Toyota Prius... an adult wearing Kirkland as a badge signaling "I shop at Costco which means I can afford Ralph Lauren but I'm smart enough to know that Kirkland is better quality for the money.")