We’re in the middle of a full on 90’s revival. We took a time machine back to the golden era and dug up 5 iconic brands, and then brought back their whole revival on Wanderset. Pop in a Redman casette, roll a Backwoods, and start scrolling down. Or, if you have a time machine like us, just use it.
That 90s golden era hiphop workwear shit was the golden ticket. Rappers from Nas to Gangstarr opted to look like construction workers on winter mornings. Heavy layers, wool ribbed beanies and hats and super baggy hoodies and denim outer wear was the norm. Flannel interiors, and utilitarian denim and canvas were the uniform, usually to be completed with unlaced Timberlands.
Carhartt was and still is a leader in men’s hard labor workwear, and with the resurgence in 90s nostalgia- they’re back. They never really left the closets for those of us that work in the docks, drive trucks thru the mud, or steel thru bridge, tunnel and beam work, but now they’re back for the rest of us who may just kick it on our laptops.
This Italian athletic wear line was founded in 1959 but saw its profile rise tremendously from the late 70s to the early 90s. Originally created as a sportsmans post or pre game attire line, it gained a lot of pop culture traction via its close association with tennis and soccer- even creating the full kit for the historic NY Cosmos in the mid 80s. Then came the Grant Hill era, and LL Cool J, and 2Pac rocking it heavily. 20 years later, it’s back.
Since the early 90s, reebok and urban culture have gone hand in hand. Dee Brown and Dominque Wilkins gave the revolutionary “pump” tech life – and Shaq and Rebellious superstar Allen Iverson gave Reebok life, period. In the early 2000s Reebok Classics became the fire, with everyone making them the staple kicks to tuck baggy jeans into the tongue. The windbreakers and track suits were usually matched with the colorways on the kicks, although fresh white was really the do-no-wrong way for most.
Let’s not forget 50 Cents monster endorsement with the brand, and the heyday of G Unit’s fashion empire.
For a 80 year old French tennis apparel company, Lacoste is still relevant. Starting in the 1930s, it sought to elevate on and off the court attire for the European man of leisure, and its signature green crocodile logo was a nod to founder Remy Lacoste, former tennis pro who’s nickname was “Le Croc” due to his aggressive nature on the court during matches.
In the 80s, it was the first Vineyard Vines, with preppy kids who looked like Hayden Christiansen acting as it’s living mannequins all over New England yacht clubs. By the late 90s, when hiphop went global, it became the brand of choice of European rappers who spit about luxury living and money getting in various Latin languages. There’s many chapters in this company’s history. Start writing your own Lacoste tale today. Tennis racquet not included.
Nothing may be more 90s than Thrasher, period. The indie skate magazine from San Fran served as the monthly bible for punk and skate culture nationwide. Featuring cutting edge stories and pieces, epic posters of young Tony Hawk and Bob Birquest before they were stars, offering glimpses of street fashion from various skate communities, and dropping punk, ska and hardcore mixtapes before anyone else- it was truly revolutionary. The only thing that embodies the 90s more than a Nirvana or 2Pac album is the Thrasher brand, and now you can wear it proudly on or off your skateboard, studio or pegged bike.