The Biggest Clothing Brand Comebacks

There are few constants in the world of fashion, besides the ability to buy bargain clothes online always being popular and that certain styles will rise and fall as tastes and trends change.

However, with the rise of vintage fashions and a social media-inspired fashion world that is moving faster than ever, many clothing trends, items and brands are making major comebacks seemingly out of nowhere.

With former clothing powerhouse Gap attempting to make a comeback through a collaboration with Kanye West and the best efforts of Gen Z fashionistas, here are just some of the biggest comebacks from clothing brands seemingly lost to time.

 

Dr Martens

It is difficult to imagine a time when the hard-wearing, bulky leather Doc Martens boots were ever unpopular, but there was a time when the perennially successful shoemaker faced bankruptcy.

Doc Martens have always been associated with rock, punk, grunge and many related subcultures, but after the premature end of the grunge movement of the 1990s and the downfall of several other UK rock movements such as Britpop by the end of the decade, sales started to fall.

The nadir was 2003 when the Dr Martens company came close to bankruptcy, but soon rebounded by producing more comfortable shoes and boots, as well as a line of vintage boots, and since then it is difficult to find a moment where the boots have not been iconic.

 

Converse

From the 1920s until the 1980s, Converse All-Stars were in practice the only basketball shoe professional players wore, and it would ride that success into the very early 90s.

The problem came when Michael Jordan, one of the most popular and successful players of all time, worked with Converse’s then-rival Nike to create the Air Jordan, one of the most successful sneaker brands in history.

Converse would struggle to compete, but once bought out by Nike it made a major comeback by embracing its roots and traditions, becoming a ubiquitous part of many alternative fashion styles throughout the 2000s.

 

Lacoste

The originators of the polo shirt, Lacoste and its trademark alligator logo were nearly ubiquitous for decades, particularly as other manufacturers such as Ralph Lauren directly competed with Lacoste for the exclusive rich athlete demographic. 

However, with so many products coming out and being widely available in a range of outlet stores and supermarkets, the shirts simply faded in popularity.

The way out of this, oddly, was to sell less, by focusing on high fashion, opening sleep boutiques and creating an extensive line of women’s fashion that had not existed up to that point.

 

Puma

In the world of athleisure, Puma was one of many brands that were unfortunately trapped between low-cost brands below them and the dominance of Nike at the top, but in recent years they have taken great strides to get out of this.

The first step was collaborating with pop star and fashion icon Rhianna on a range of shoes, which in turn brought with it endorsements from Kylie Jenner, The Weeknd and Selena Gomez, turning a clothing brand seemingly lost in the shuffle into a powerhouse again.

  |  

More Posts