Blast From The Fashion Past
Fashion is a time machine, and Gen Z just hit the rewind button right back to the 90s and early 2000s. Forget the idea that old brands fade away. These days, they're being resurrected with a modern twist that's all about fun and boldness. Zoomers are proving that vintage vibes never really die—they just wait for the right generation to bring them back. So, here we are with 20 forgotten labels that are now Gen Z's new obsessions.
1. Ugg
Once the ultimate California cool-girl staple, Uggs surged back into Lyst's top 20 hottest brands in 2023, driven by viral moments and Gen Z's obsession. The mini platform Uggs, seen on Kylie Jenner and the Hadids, have become nearly impossible to find.
2. Abercrombie & Fitch
Abercrombie's rebrand became a viral hit as TikTok hauls and "glow-up" stories showcased new denim fits. Its strong social media presence and engaging in-store experiences helped the brand move past its controversial image and attract trend-conscious Gen Z shoppers.
3. Juicy Couture
The brand's revival has been powered by clever nostalgia marketing and high-profile celebrity collaborations, reigniting the love for those rhinestone-studded logos. On TikTok, the #JuicyCouture hashtag racks up millions of views, with users flaunting their thrifted finds and new releases alike.
Sergio Calleja (aka SuperKeko) on Wikimedia
4. Coach
Coach has reinvented itself as a Gen Z handbag powerhouse, with viral hits like the Pillow Tabby and Brooklyn bags, driving massive social media buzz. Nostalgia for monogram prints and classic silhouettes has also fueled a surge in demand for vintage Coach pieces—now hot commodities on resale platforms.
5. GAP
Turning its 90s and 2000s styles into "vintage cool" essentials, the brand's collaborations with celebrities and influencers have boosted its visibility. GAP's "arch logo" hoodies have become a TikTok favorite, with users styling them in creative, throwback-inspired ways.
6. Vivienne Westwood
Vivienne Westwood's iconic orb necklaces and punk-inspired jewelry have become must-haves for Gen Z. Their rebellious aesthetic and storied history resonate with young activists and fashion lovers alike. As fans hunt for vintage treasures, secondhand Westwood jewelry is now among the top searches on resale sites.
7. Marc Jacobs
The "Snapshot" mini bag, with its bold double-J logo and endless color options, is now a must-have. Marc Jacobs has cleverly tapped into Zoomer nostalgia with the "Heaven" line, a playful collection that feels like a fever dream of Y2K pop culture.
8. Levi's
The "mom jean" trend and retro-inspired campaigns have made Levi's 501s and classic denim jackets top sellers among young shoppers. Despite declining sales in the mid 2000s, the brand has seen its biggest sales growth in a decade by embracing the throwback look. TikTok and Instagram are filled with creative ways to style vintage Levi's.
9. Bebe
With its unmistakable rhinestone logo tees and bodycon dresses, Gen Z creators are showing off their Bebe party looks. Vintage Bebe is now a hot commodity on Depop, where shoppers hunt for those iconic pieces that scream "main character energy."
Phillip Pessar from Miami, USA on Wikimedia
10. Dolls Kill
Gen Z has fallen hard for Delia's quirky, colorful aesthetic, where butterfly motifs flutter across tees, and platform sneakers stomp through social feeds. The brand's playful vibe is pure nostalgia but with a fresh edge that feels right at home in today's universe.
Mike Mozart from Funny YouTube, USA on Wikimedia
11. American Eagle
American Eagle's "Real Me" campaign puts body positivity front and center, which makes everyone feel welcome in their signature 90s mom jeans—a style that's become a staple for Zoomers everywhere. With a blend of comfort and style, it proves that great denim never goes out of style.
12. Wet Seal
Gen Z is rediscovering the brand's early-2000s staples: think butterfly tops, bold prints, and playful layering. The relaunch focuses on inclusive sizing, making sure everyone can get in on the fun. TikTok hauls featuring Wet Seal finds are going viral, especially with those butterfly tops.
Phillip Pessar from Miami, USA on Wikimedia
13. KAPPA
Kappa's 90s sportswear, once reserved for athletes and Euro club kids, is now "retro cool" and a streetwear staple. Its instantly recognizable logo tape has become a trendy detail, adding a sporty edge to any outfit. On TikTok, young fashionistas are remixing Kappa pieces with modern twists.
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14. JNCO
Once the badge of '90s skater kids, JNCO's ultra-wide jeans are back with a vengeance in Gen Z closets. Their baggy denim is trending hard on TikTok. JNCO's relaunch isn't just about nostalgia: new artist collaborations are keeping the brand's rebellious spirit alive and relevant.
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15. Tommy Hilfiger
Blending vintage Americana and modern diversity, Hilfiger's recent campaigns have helped the brand connect with young shoppers. On resale platforms like Depop and Poshmark, vintage Tommy is hotter than ever, with flag-logo tees and baggy jeans topping wishlists.
HARLAIN Oache 220 Mena Sodam on Wikimedia
16. FILA
Fila's chunky Disruptor sneakers and retro tracksuits are everywhere, thanks to Gen Z's love for bold wear. '90s styles have become a staple, with their eye-catching colorways dominating Instagram feeds. Vintage Fila gear is also a top thrift store score, prized for its mix of comfort and attitude.
17. Von Dutch
Gen Z has resurrected these mesh-backed caps by giving them a new edge that fits right in with today's street style. The hats' bold branding and retro vibes have made them a top resale item online. Celebs have also been spotted in vintage Von Dutch.
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18. Guess
The revival of Guess is fueled by retro ad campaigns and 90s-inspired styles, which have found new life among young fashion lovers. Guess's mini bags, in particular, have become a viral sensation, ultimately showing up in countless outfit videos and thrift hauls.
19. Liz Claiborne
Today's fashion-forward Zoomers are snapping up Claiborne's signature blazers and separates in thrift stores, treating every bold print and sharply tailored jacket as a "vintage chic" treasure. What was once considered classic office attire is now reimagined as a statement of individuality and retro flair.
Carolinemayer2012 on Wikimedia
20. Esprit
Esprit's rainbow-hued, logo-heavy styles have found a second life with Gen Z. The brand's playful, positive energy—rooted in its California origins and commitment to sustainability—makes it the perfect fit for a generation that wants its fashion to be both fun and meaningful.
