Issue 001 – The Role of Revival

Nostalgia continues to permeate fashion and youth culture. While some are leaning into an AI-inspired, futuristic “Y3K” aesthetic, others are embracing the power of throwbacks, like this summer’s reclamation of the Union Jack. With nearly all U.S. Gen Z (94%) and the majority of UK youth (89%) drawn to ’90s and Y2K-inspired styles (Pion, 2024), the trend shows no sign of slowing. But, brands need to offer something new to keep nostalgia relevant.?

Corteiz is Saving Nike’s Bacon

The Corteiz x Nike Huarache collaboration is more than just a drop; it’s a revival of Nike’s golden-era playbook and a chance to recharge its cultural equity. By reintroducing the Huarache – a silhouette that defined youth culture from the ’90s to early 2000s – Nike has an opportunity to reclaim its streetwear edge. In a saturated market, Corteiz’s authenticity and global appeal, free of the highbrow elitism of brands like Supreme and Palace, sets it apart. With more Corteiz x Nike releases on the horizon, this partnership could be key in restoring Nike’s cultural relevance for a new generation.

Scouse Style: The Epicenter of UK Sportstyle

Liverpool’s street style continues to redefine UK fashion as Scousers adopt and reinvigorate brands like The North Face, Berghaus, and Montirex. Charged with Liverpool’s inner-city identity and working-class pride, these brands have become symbols of authenticity within the “lad” aesthetic, influencing trends far beyond the city. While London often claims the spotlight for fashion innovation, Liverpool’s ground-up style evolution is reshaping UK streetwear, blending sportstyle with renewed cultural relevance.

Case Study: Reebok Classic – Reigniting a Streetwear Icon

Our latest campaign with Reebok brings the Reebok Classic –?a ’90s streetwear staple – back into the spotlight, aligning with the Y2K revival in youth culture. With creative direction inspired by mid-2000s grime, we’ve bridged past and present, adding fresh relevance to a heritage icon. This project underscores how thoughtful heritage storytelling can renew a brand’s place in contemporary fashion, captivating a new generation.

To culturally charge your brand and gain a nuanced understanding of your strategic target, hit us up – there’s nobody nerdier about youth culture than Nerds Collective.