The realm of fashion, is cyclical as we know it. Take the 1820s for example: a time heavily inspired by romanticism, which birthed the classic Gothic style dresses that borrowed elements of dresses dating back to the 16th and 17th centuries. Along with fast fashion‘s rapid growth over the past 20 years, fashion brands and designer trends have resurfaced and phased out at even faster rates, hence coining the term ‘microtrend’ in fashion. During the heyday of the 2010s, we’ve witnessed the resurrection of ’90s mom jeans and ’70s tie dye and now fast forward to a decade later, the revival of the noughties is now at an all-time high.
Since last year, the Y2K bug has been the centre of attention, whether it be on the runway or red carpet and it’s highly unlikely the trend would be going anywhere anytime soon. Along with the trends of the early 2000s returning back in its full glory, brands that defined the sartorial statements of that time also seem to be rising in popularity. It seems, the thirst for nostalgia fuelled by Gen Z and celebrities have led these once-forgotten brands to skyrocket in sales, as they too, have taken major strides to bring forth a fresh wave of relevancy in their own creative spaces.
Below, we rally up the brands that have successfully made a comeback—from denim giant Diesel to the ever-so controversial Crocs. To that, we say: never say never.
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Blumarine
Before the Y2K trend hit our social feeds, it’s highly unlikely that you’ve heard of the Italian brand Blumarine. Hitting the jackpot on TikTok, the fashion house exploded with popularity since creative director and designer Nicola Brognano gave the brand a major makeover to fit the current noughties nostalgia prevalent amongst Gen Z. The ultra-femme, early 2000’s party girl inspired by the original Y2K icons in the vein of Paris Hilton and Lindsay Lohan, fired up a new wave of ultra miniskirts and slinky low-waisted jeans.
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Olivia Rodrigo in Blumarine
Rodrigo channels Penny Lane (played by Kate Hudson) from the iconic 2000s film, Almost Famous in this shaggy green jacket.
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Dua Lipa in Blumarine
Sporting a full Blumarine set topped off with a quintessential Y2K trucker hat, Dua Lipa pulls off the butterfly motif flawlessly.
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Diesel
Once considered the coolest brand of the ’90s and early 2000s, the denim giant faded into obscurity over the years—that was until Gen Z decided that low rise jeans and logo embossed pieces were back in style. Along with Glenn Martin’s complete overhaul of the brand’s aesthetic, it comes as no surprise that all the hottest celebrities and influencers are sporting full Diesel fits on the grid. When it came to cranking up the brand’s grungy sex appeal, Martin didn’t hold back—with body contouring silhouettes and provocative mid-drift baring crop tops.
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Kylie Jenner in Diesel
The reality star showed off her curves in a full Diesel fit, which quickly racked up over 3 million likes on Instagram.
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Bia in Diesel
Rapper Bia rocks an ultra mini strapless top, along with classic Diesel denim.
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Von Dutch
Known for their bedazzled trucker hats and signature crop tops, the brand was once synonymous with the luxurious LA lifestyle that Hollywood stars embodied. Most famously spotted on A-listers of the time like Gwen Stefani and Justin Timberlake, the once-dated brand slowly found a new audience when spotted on Alexa Demie and Emma Chamberlain. Von Dutch’s resurgence back into the periphery of Gen Z’s closets left us all reminiscent for a time where it was once acceptable to show up to red carpets in graphic tees and trucker hats.
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Jordyn Woods in Von Dutch
The perfect accessory to a casual street style fit, Jordyn Woods tops off a lazy fit with the iconic Von Dutch trucker hat.
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Megan Thee Stallion in Von Dutch
Getting cute and cozy with her beloved canine, Megan Thee Stallion is decked out in Von Dutch from top to bottom.
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Birkenstock
Birkenstocks have come a long way since their humble beginnings as an orthopaedic footwear brand. Previously shunned from the world of fashion, the rise of the ‘dad shoe’ trend has undoubtedly played a role in the brand’s rise to mainstream popularity among street style enthusiasts. Apart from a glittering collab with Manolo Blahnik, most recently, Birkenstocks announced a crossover with Dior, melding the practicality of German footwear with the saviour faire of the French maison to deliver the ultimate elevated casual footwear collection.
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Kaia Gerber in Birkenstocks
Gerber nails the socks-sandals combo in a pair of Birks after hitting the gym.
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Tracee Ellis Ross in Birkenstocks
Who says Birkenstocks can’t be formal? Tracee Ellis Ross says otherwise, styling a polished suit set with white slide-ons.
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Crocs
Once considered to be the furthest thing from being fashionable, the rubber clogs have crept their way into mainstream fashion during the pandemic. Besides high-profile collaborations with Balenciaga and Salehe Bembury, the footwear brand has also captured the hearts of Gen Z consumers with their roster of celebrity ambassadors like Saweetie and Tzuyu of TWICE. No longer reserved just for rainy days and poolside footwear, they are now quite the fashion statement fit for anyone and everyone.
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Justin Bieber in Crocs
Bieber nearly broke the internet when he showed up to this year’s Grammy Awards red carpet in Balenciaga Crocs.
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Nicki Minaj in Crocs
Queen Nicki dropped a set of raunchy images on her Instagram, wearing nothing but studded out hot pink Crocs.
