The 90s are back…and we cannot get enough of it

?Calling all Britpop lovers, ravers and TLC fans! The 90s are back!?

What a time to be alive! Dig out those baggy trousers, and your Blur tapes and start re-living your youth.

Of course, the main drive of this 90s revival isn’t from the people who lived through it the first time (though they are playing a part). It’s from the new generation who allegedly find us millennials “embarrassing”. Well, we can’t be that bad if you want to dress like us…

Generational squabbles aside, our Demand Tracker has seen the 1,214,000 searches for ‘90s fashion' this year from January 1 to 8 May. Compared to last year, that’s a quarter more than in 2021.

Search volumes for ‘cargo pants’ are up by 44% and searches for ‘cargo trousers’ have doubled (up by 97.5%). This was in part after the baggy trousers became a viral sensation on TikTok (that wasn’t around in the 90s!). It was only a matter of time before younger consumers were running online to snatch them up for themselves. The brand ‘Stradivarius’, whose cargo pants were featured in one of the most viral videos under the TikTok hashtag, has seen a search increase of 57% in comparison to last year. So social media is clearly playing a huge role here.

Of course, this isn’t new. We saw a major spike for all things 90s in November 2021, suggesting a 90s fashion resurgence. A further spike in searches as recent as April indicates that the fashion trend isn’t going away any time soon.?

?Major brands that defined the 90s fashion world, have also seen a rise in searches: ‘Converse’ has almost 3 million more searches this year in comparison to last (an increase of 45%), ‘Coach’ has seen an increase of 29% so far while ‘New Balance’ saw an increase of 57.7% - perhaps in part due to its popularity of its 860 trainers - a nod back to the 90s classic.

Now that summer is fast approaching, expect those classic 90s summer looks to also make a return - crop tops, tube tops and bucket hats.

Now excuse us while we try and dig out our cargo trousers - they’ll still fit right?