From Champion to Fila – why retro brands are here to stay thanks to streetwear movement
- When streetwear started trending, luxury brands were among the first to embrace it. But younger clientele got their fix by seeking out nostalgic brands
- The streetwear craze has helped propel retro brands back into the spotlight thanks to celebrities and influencers
Analysts from Wells Fargo warned in July that demand for heritage sports brands, such as Champion and Fila, was dying. But on the same day, old school Italian tennis brand Sergio Tacchini proved otherwise by announcing the high-profile appointment of a new creative director, New York designer and co-founder of label Public School, Dao-Yi Chow.
“The demand [for old school brands] will continue but its success and growth depend on many factors, be it celebrity endorsements, collaborations or new ownership as we’ve seen with Fila.”
When streetwear became a trend several years ago, luxury brands were among the first to embrace this potentially lucrative trend. While labels such as Off-White, Vetements and Balenciaga appealed to customers with deep pockets, the younger clientele got their fix by seeking out nostalgic brands that gained popularity in the 1980s and 1990s.
Celebrities and influencers also brought them to a new generation, with the likes of Gigi Hadid, Kanye West and Kylie Jenner mixing and matching their designer duds with throwback sweatshirts and sweatpants.