These Throwback Brands Are Staging a Fashion Revival

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Fila

James Perse

Reebok

Juicy Couture

Champion

Hard Tail Forever

Birkenstock

Fila

Twenty years ago, a miniature Fila backpack and sneakers were the accessories, but the brand seriously fell off the radar as Nike and Adidas overtook it in popularity. Now the brand is back and not only more stylish than ever, it’s more affordable than competitors. To solidify its comeback, the brand has teamed up with Bandier for exclusive pieces

James Perse

If you were a 90s teen growing up in a major city like New York or Los Angeles, odds are you were begging your parents for James Perse tees. The company behind the simple tees with great fits was among the first contemporary brands to elevate everyday classics (with price tags to match). 

Reebok

Reebok never really went away, but it did lag as last pick behind Nike and Adidas and more fashion-forward newcomers. That all changed with high profile collaborations with the likes of Gigi Hadid, Gal Gadot and Victoria Beckham. 

Juicy Couture

Not only did Juicy Couture stage a show during NYFW in early 2018, it collaborated with “It” label Vetements and appointed celeb stylist Jamie Mizrahi to the role of creative director, which is why you’re now seeing stars like Rihanna, Lady Gaga and Katy Perry decked out in the brand.

Champion

High school PE uniforms were frequently associated with Champion and they weren’t exactly stylish. How things have changed (at least partially … )! Champion is prominently stocked at major retailers like Bandier and Shopbop and has already been seen on influencers like Something Navy. Its pieces still feature that signature (and patented) backward knitting process that prevents clothes from shrinking, but today’s selection has improved designs (though the fits of its tees and sweatshirts are still questionably flattering and overpriced) and capitalizes on the Champion nostalgia with bold logo separates. 

Hard Tail Forever

Few things actually last forever in the fashion realm, but Hard Tail Forever, an OG, made-in-the-USA athleisure brand with signature tie-dye color schemes and patterns, couldn’t be more relevant today. Its pieces are all lightweight and comfortable and it stocks both functional as well as pre- and post-workout looks. 

Birkenstock

Birkenstocks were always popular, just not with the fashion set. Now you’re just as likely to see an influencer in the unequivocally ugly flats as you are to see them in sky-high stilettos. Crocs, even with a campaign fronted by Drew Barrymore and a makeover from Balenciaga, aren’t quite as popular. But who knows what’s in store for 2019 … 

Powerful retailers like Shopbop help set trends, so when you start seeing brands from your childhood like Fila, Champion and James Perse pop up on their site, you know something is up. And we’re here to tell you that nostalgia, in fact, is that something. It seems that with so much uncertainty in the world, we’re taking comfort in some of the fashion brands of our youth, while a whole new generation is being exposed to some great fashion buys.

Here’s a look at some of the heritage brands making serious comebacks.

[ Next: 90s Hairstyle Are Back, According to the Spring Runways ]

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