90s Fashion Brands Want a Nostalgia-Sales Boost

Fashion brands that were popular at the turn of the century — like True Religion and UGG — are pushing for renewed relevance as the nostalgia for the Y2K era spreads among Gen Z and Millennials.

Why It Hits: Historically, nostalgia cycles happen in 20-to-30-year timeframes… so the interest in “Y2K” (a catch-all term for the late 90s to early aughts) is right on schedule. Expect the surge in interest to revive some dormant brands, reshape marketing, and remind people about the joys of a pre-internet era.

Behind the Trend: Brands are leaning into “newstalgia” — “striking that sometimes elusive balance where older consumers feel acknowledged and younger ones see credibility and allure,” per Business of Fashion.

• True Religion put its recognizable thick stitching and horseshoe logo front and center and has tapped hip-hop artists like YG, 2 Chainz, and Megan Thee Stallion for campaigns.
• UGG is blending the old with the new by pairing contemporary designer Telfar Clemens with Y2K rap legend Lil’ Kim for a campaign. It’s also expanded its roster into sports via partnerships with athletes like 76ers guard Jared McCain.
• Milani leaned into nostalgia for the show America’s Next Top Model with a campaign called “America’s Next Top Primer,” featuring a panel of judges voting on the best model… who, yes, is wearing Milani.

The (Old) Future: UGG global vice president of marketing Carole Diarra says that “all generations are interested in storytelling,” so the goal for the company is to show younger generations that “it has cred” when it comes to being an influential OG Y2K brand. In a social media world ruled by “authenticity” (or, at least, the appearance of authenticity), it’s that past cultural significance that may lead to present success.