Trend Spotting: The Resurgence of 90s and Y2K Fashion

For anyone who has a teenager, follows fashion bloggers or has simply strolled through a Target or mall lately may have noticed…fashion is riding a new wave, resurrecting the looks and nostalgia circa 1990-2005. Fueled heavily by Instagram and TikTok influencers today, the next generation is looking back on style icons like Princess Diana, Cindy Crawford, Winona Ryder, Leonardo DiCaprio, Britney Spears, Paris Hilton and Michael Jordan – many of these celebs hitting their peak before Gen Z was born.

The transition to 90s and Y2K fashion is representative of a larger social change happening. One that reflects a generation (and generation of thought) that wants to be seen while also indulging in the fantasy of a pre-social media simplicity. The pressure to feel part of an in-crowd conflicts with a yearning for individuality in a world where everyone is accessible and comparable in just a few clicks.

Regardless of customer base, this movement will have an impact on branding, promotional products and print moving forward. Here are top trends and products that you may see influenced in our industry:

1.  Oversized apparel – think hoodies, crews, tees and jackets. You’ll also notice these styles feature a heavier fabric, often 100% cotton. Champion is one of my personal favorites right now.

2.  Denim jackets - bonus points if the jacket is paired with custom patches and pins. I love Alphabroder’s Threadfast Sherpa Denim.

3.  Claw clips, butterfly clips, bandanas and scrunchies – hair accessories are in high demand. Fairly recently, supplier, Pop Promos introduced custom scrunchies, indicating a market space for branded hair accessories.

4.  Bucket hats – love them or hate them, the bucket hat is back. Go full custom with supplier, BamBams’ style or opt for a subtle, sustainable GEO option from Atlantis Headwear.

5.  Biker shorts – Supplier, Bella+Canvas, recently introduced a biker short in their line. To me, Princess Di will always be the style inspiration for this look. The most applicable takeaway for our industry is that it’s typically paired with an oversized top.

6.  Loud patterns and vibrant colors - teals, pinks and purples are all common go-to color stories that encompass the era. Apply this not only in product color selection, but in decoration and packaging as well. We can also see this trend represented in the recent tie dye craze.

7.  Throwback name brands – Although they never went away, there has been an undeniable revival in brands like Champion, Reebok, FILA, Jansport, Levi’s and Tommy Hilfiger.

8.  Flannel – 90s grunge wouldn’t be the same without it. We’ve elevated this look for extended versatility across all vertical markets. Some of my favorites include styles from Stormtech and Burnside.

9.  Trucker hats – this hat style has been trending in promo for several years and it’s likely we’ll continue to see growth in this category, largely thanks to musicians and influencers.

10.  Shiny or sheer material – look for pearly finishes on bags, puffer jackets, hats, decals and more. Hit Promotional Products has several collections that embrace elements of this, including their Hologram Collection and Iridescent Collection.

11.  Large screen prints – multi-colored, large text and retro graphics – often inspired by concert tee and streetwear style.

If you’ve read this far and still question the applicability to your business, I have two rebuttals. First, you now have a conversation starter with the kids at your upcoming holiday gatherings. Second, this isn’t a change that will likely come overnight, but one that will subtly bleed into the fabric of retail and promo. If customers aren’t asking for it now, you might see it evolve through product, decoration methods, packaging, design and eCommerce. This foresight gives us a competitive edge – but more importantly, it allows us to provide customers with insightful, relevant and progressive solutions.