It's the '90s All Over Again

Trends come and go, but a prevalent trend for the past year or so has been everything '90s. Dark lipstick, leggings, flannel, crop tops, chokers, high-waisted jeans and round sunglasses are everywhere. Even cassette tapes and instant film cameras are having their moment in the throwback spotlight, but with slight modern twists to keep them relevant…

One company that has capitalized on this nostalgia-trend-wave is Urban Outfitters (UO). UO is bringing brands such as Calvin Klein and Fila back into consumer consciousness. 

They also sell these hats with vintage '90s logos: 

By collaborating with these brands and by selling vintage-inspired products, UO has carved out a niche for itself as a purveyor of nostalgia. The UO brand has always been a little off-beat and sometimes pretentious in a hipster way, but by selling '90s trends, it continues to reinvent itself in order to stay relevant. Fila and Calvin Klein are surely benefitting from the added exposure to a target market that may not have given either brand much thought otherwise.