In the recent years, a subtle wave of ‘90scentric nostalgia has hovered over our consciousness, creeping its way into oversized jackets and swanky tracksuits while many lamented a golden-era-gone-by. During this period, a new-fangled neologism- “90s kids” — gained currency within pop culture consciousness, circumscribing a collective circle of individuals with the privilege of growing up in the 90s who wore the label like a badge of honour.

In the In the realm of fashion, the influence of the ‘90s worked its way into the elevation of street style, expanding both in commercial visibility and viability. Hovering fog-like in the way it shaped our tastes, the ‘90s existed more as a sensibility rather than a revival of the brands that have since languished in silence with limited success.

It was not until fashion behemoths threw their weight behind these athletic brands did this fog crystallise in our consciousness. Riding on the heels of an immensely successful sneaker collaboration with Reebok, Gosha Rubchinsky paid homage to Italy by drawing inspiration from and collaborating with Italian sportswear brands such as Fila, Kappa and Sergio Tacchini during his S/S17 unveiling Pitti Uomo, Florence. In Vetements’ monumental collaborative show, Demna Gvasalia paired his Reebok and Champion collaborations alongside the likes of Manolo Blahnik, Comme Des Garcons and Brioni, lending the streetwear brand his sought after Midas touch.

This alloyed combination of the accessibility of everyday streetwear and the filtered-air domains of high fashion has undoubtedly revitalised the fashion industry, pushing the boundaries of what is acceptable and what constitutes good taste. As for millennials, or ‘90s kids who do not have the purchasing power to spare on high brow labels like Gosha Rubchinsky and Vetements, their collaborative counterparts offer a window into the lifestyle and sensibility that is sending shockwaves through the hitherto stagnant fashion industry.

Words by Lionel Ong