The 90s: the vibe that never went away
The 90’s are in fashion. Or rather, they never stopped being so. Because more than 20 years after the end of one of the most crucial decades in contemporary history, the style and influence of the time that saw the birth of grunge, rap or electronic music has not disappeared, but rather, it continues to grow and take hold in the collective imagination.
The decade that changed the world
The decade of the 90s was the beginning and the end of many things: the end of the Cold War, the arrival of the internet to our lives, the birth of new and exciting musical styles, the disappearance of others, the emergence of a stronger ecological awareness… Changes that were inevitably reflected in the way we present ourselves to the world: our clothing.
The explosion of subcultures
In the midst of this social, political and cultural earthquake, a youth phenomenon took place that and reached its highest peak during the 90s, although it was not born during that decade: subcultures.
Located in the big cities, young people from all over the planet accentuated to the extreme their interests, their ideology or their belonging to a particular group or urban tribe as a way of affirming their own identity in a world that was beginning its non-stop globalization. And, of course, this was reflected in the clothes they wore.
Style as a sign of identity
In this way, and far from the catwalks and the international fashion circus, the different subcultures associated with youth movements, musical styles and alternative lifestyles began to leave their mark on the way they dressed, gradually permeating the rest of society and beginning to attract the attention of designers and style gurus alike.
Thus, classic garments such as Levi’s denim jackets and vests were rescued -one more time-, while others traditionally associated with higher social classes began to be seen on the street, combined with more sporty or casual garments, such as Harrington jackets from brands like Baracuta. At the same time, utilitarianism – more typical of Carhartt workwear or military-style clothing – jumped into the mainstream through vests, bombers and cargo pants; and sports and outdoor clothing and equipment moved from the gym to techno clubs and hip hop soundsystems. Nike and adidas reigned in and out the court, but new players like New Balance and Asics entered the game. The craze for skateboarding, streetwear and sneakers had only just begun.
The eternal decade
21 years after the end of the 20th century, we are still stuck in the 90s. At least stylistically speaking. Because there is no season that fashion magazines and trend magazines worldwide declare that “the 90s are back”. The 90s, their style and their way of understanding style never went away. You only have to take a walk through your city‘s downtown to see it yourself.