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.
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.
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.
Body Glove showcased their Smush line, featuring retro influence. The high-cut waist, zipper front, and neons combine seamlessly with modern fabrics.
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.
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.
Read more at http://business.transworld.net/features/eye-buyer-ten-top-skate-products-agenda-long-beach/#MZvKUBUdwqXuORHL.99