SUMMER TRENDS 2016 | ’90s Resurgence

A ’90s Resurgence | A trend that aligns with high-fashion forecasts and time-warps our industry back to its heyday

For the past few seasons, we’ve seen an increasing amount of ’90s-inspired pieces creep back into many brands’ lines within our space. That’s not going to stop anytime soon, according to recent trend forecasts that report millennials are embracing the era’s look and feel with open arms due to a nostalgia for a simpler time before the internet, iPhones, and social media ran our lives (think of Friends-style in-person discussions at a coffee house, overalls, puffy jackets, and Adidas.)

A lot of what is emerging from the era is what brought our industry— and the lifestyle behind it— into the spotlight: bright, bold color palettes and patterns, and a rebellious attitude to establishment. Perhaps it’s not a coincidence that our industry is once again entering a transformative time period, challenged to redefine itself while looking to its roots to gain stability and guidance for the future.  We highlight some of the most relevant stories we saw under this ’90s revival, and the brands that are leveraging this trend to communicate their history and future, all at once.

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Rusty is centering an entire campaign, “Before Crowsds,” around reviving archival designs, logos, and bold colors from when the brand first came to life in 1985.

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Under Rusty’s newly updated global distribution strategy, North America once again will see a more robust women's collection. The women's "Before Crowds" T-shirt line was well-received from East Coast buyers during Surf Expo this September.

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Body Glove showcased their Smush line, featuring retro influence. The high-cut waist, zipper front, and neons combine seamlessly with modern fabrics.

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Also reminiscent of the ’80s and ’90s—the onesie l/s wetsuits are being offered up by Volcom in an array of colorways. Black and white was an emerging trend we saw across the board with swimwear during Agenda Miami and Miami Swim Week. Volcom has put its spin on things with playful colorways. New ambassador Georgia May Jagger is loving the neon colorblock suit [far right].

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Volcom is introducing a line of women's chino, harkening back to a ’90s, grunge look, says VP of Sales for Women's and Swim Erin Hawley. She believes the category has a lot of opportunity moving into the future.
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Always with a spin on staple items, Insight is rolling out its silky Stadium jacket (bottom) and fun take on slinky cropped tops and graphic tees (top), all with a heavy-handed ’90s influence.
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What could possibly evoke more nostalgia for the era than a throwback to the 1996  Romeo + Juliet remake that shook teenagers everywhere to their very core? Here, Leonardo DiCaprio’s original garb from that film. Just kidding. But the pattern is a close replica of what the actor wore in one famous scene, and we suspect Insight’s clever naming, the Romeo collection, was no coincidence.

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Gone are the days when Teva's were synonymous with raft guides and goatees. Some might even argue that socks with sandals are coming back. Whatever your summer footwear preference, it's hard to deny that the changes taking place over at Teva are creating momentum for the brand, built on a product offering that features a sophisticated understanding of the brand's heritage and the needs of the modern urban outdoors person. This silhouette with the climbing rope detail was our favorite footwear at the show.

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Hip packs are coming back. No joke. And this little gem from Topo Designs was easily our favorite. If you questioned the return of the bib a few years back, don't get stuck making the same mistake by discounting the relevance of this style. Embraced by cyclists, day hikers and festival attendees, the hip pack offers hands-free adventure.

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Retro gear is in full swing right now, and safety gear is no exception. From Raybourn to the Gonz, the full-cut helmet has become a staple piece for over forty years since skateboarders started rocking them. Pro-Tec has taken noticed and beefed up their full-cut line with some new colorways such the new Sparkle Gold. Starting Spring '17, Pro-Tec's full-cut will be available in CPSC/CE certified versions as well. Go snag one and learn an eggplant ASAP!
Read more at http://business.transworld.net/features/eye-buyer-ten-top-skate-products-agenda-long-beach/#MZvKUBUdwqXuORHL.99

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