Vote: Which "forgotten" fashion brand from the ‘90s do you want to see make an epic return?
Debut, round two
The tide of nostalgia in fashion is at an all-time high. First came the mum jeans, then the chokers, then sportswear brands ditched at the turn of the millennium returned by the droves. Puma, Kappa, Fila, Reebok... just but a few names to have risen out of yesteryear's ashes, and acclimatise as modern day staples. They've scaled new heights, entering the domain of high fashion be it through conscious re-branding or by proximity and association (read: collaborations).
Such a unanimous shift in fashion's climate didn't happen overnight. Neither was it a one-man show, although a conspicuous starting point would be Demna Gvasalia's Champion-inspired logo for Vetements spring/summer 2016, the brand's actual Champion collab that followed, and the tie-ups with Juicy Couture, Reebok and Eastpak shortly after. Russian designer Gosha Rubchinskiy's use of Kappa branding early into the game too, had a hand in prompting many a designer to walk down memory lane.
While such cross-pollination lends the collaborator notes of nostalgia, what then does the collaboratee get out of it? For Juicy Couture, it's a second shot at fashion and cultural relevance. Vetements' stamp of approval we're sure, came as an olive branch extended — of which they've capitalised on to re-launch the brand with a runway show at New York Fashion Week FW18.
This got us thinking: What other throwback brands from the '80s, '90s and 2000s could potentially enjoy their own rebirth as well? Our fashion editor Jolene Khor bets on Von Dutch — ubiquitous for that half-netted trucker cap forever immortalised in our teenage photos, testament to the questionable taste we've (hopefully) since left behind. I would like to see Ocean Pacific (OP) take on the challenge — its website at the moment actually indicates an imminent online store launch. From Cross Colours, Mambo and Paul Frank to FCUK and Esprit, your guess is as good as ours. Vote your favourite below.
Buro 24/7 Selection
Buro 24/7 Selection