Your daily adult tube feed all in one place!
The return of Abercrombie and the revival of other forgotten brands from Coach to Birkenstock
If you grew up in the 2000s there's a pretty good chance that you remember the familiar scents of Abercrombie & Fitch hitting your nostrils as soon as you walked into a store.
You were also bombarded with stylized, black-and-white photos of shirtless models in low lighting at the mall. But a lot has changed since those days.
After A&F faced allegations of fatphobia, racism and discrimination, then CEO Mike Jeffries, the man who revamped the brand with teen customers in mind when he took over in 1992, retired amid the ongoing controversy and falling sales in 2014.
Now it seems the clothing brand is undergoing a revival as it has made steps to be more inclusive in its sizing and its marketing by including a more diverse range of models.
US stylist Ashlyn Greer says Abercrombie has had the 'biggest brand turnaround of the last decade.' She pictured here wearing the brand
Julia Fox is seen wearing a pair of Carhartt jeans in 2022. Like Abercrombie, the workwear brand has seen a resurgence in the past few years
North Carolina-based stylist Ashlyn Greer, who founded personal styling company Fashivly, told DailyMail.com A&F has had the 'biggest brand turnaround of the last decade.'
'At the height of their early-aughts success they were the go-to denim brand, until changing styles and a problematic internal leadership and culture was brought to the surface,' she said.
'Fast forward to today and they are arguably again the top destination for denim. New leadership, and a growing recognition that inclusivity is the future, brought back accessible denim trends in more ways than one.'
But Abercrombie isn't the only ailing or forgotten brand that's made a recent resurgence, with all-American brands J. Crew and L.L. Bean making a comeback as well as streetwear label Champion and luxury fashion house Coach.
Here FEMAIL explores how these brands have rallied to become cool again with a new generation of fans.
Abercrombie & Fitch
President John F. Kennedy wearing Abercrombie & Finch chinos while sailing
A quick search on TikTok shows the Abercrombie hashtag has amassed more than 656 million views, with videos showing try-on hauls and the store's new styles.
As mentioned above, it fell out of favor in the 2010s after being marred by controversy, but it's managing to gain some ground again with consumers.
Ashlyn said the brand had expanded its size offerings and was her 'go-to suggestion' for people on the look out for affordable denim.
A quick search on TikTok shows the Abercrombie hashtag has amassed more than 656 million views. Pictured is TikTok creator Cynthia Le doing an Abercrombie try-on haul
Another creator Lauren Wambolt shared her picks from Abercrombie in a get-ready-with-me TikTok video
Creator @casuallyykatt captioned this TikTok video inside the store: 'Abercrombie came out of the trenches and I'm here for it'
'Most of Abercrombie's denim offerings can be found in sizes 00-24 and in short, regular and tall lengths in addition to their revolutionary "curve love" fit,' the stylist told DailyMail.com.
'You can find everything from an ultra-trendy 90s baggy jean to tried-and-true classics like a high rise skinny straight. At right at $100 (and under, especially with their frequent sales), they are my go-to suggestion for anyone for jeans these days.
'Outside of denim, Abercrombie has expanded their offerings to more closet staples that are also trend forward. Faux leather pants and trousers (again in every size and shape imaginable), matching sets, bodysuits, and even wedding guest dresses... are some of the best available for the quality and price.'
Jennifer Lawrence (left) and Taylor Swift (right) appeared in campaigns for the brand in 2006 and 2003 respectively
An old Abercrombie & Fitch ad from the 1990s. It fell out of favor in the 2010s after being marred by controversy
J. Crew
Another all-American brand that lost its shine over the years is J. Crew.
But it's seen a boost in sales by setting its sights on millennials and Gen Z as well as the addition of Brendon Babenzien and Olympia Gayot who have breathed new life into the brand as men's creative director and head of women's design respectively.
In 2022, Forbes reported the clothing label had recorded 16 months of sales growth in a row since March 2021.
Another all-American brand that lost its shine over the years is J. Crew. Pictured are ads from the 1990s
Marisa holds up a red sweater she got at J. Crew. In 2022, Forbes reported the clothing label had recorded 16 months of sales growth in a row since March 2021
'J. Crew is another example of a brand that's paired their closet staple offerings with trendy updates and more inclusive sizing,' Ashlyn said. Pictured is Marisa showing off her new blazer
'J. Crew is another example of a brand that's paired their closet staple offerings with trendy updates and more inclusive sizing. Petite, tall, and plus sizes are offered in a wide variety of their styles,' Ashlyn said.
'While jeans, tees, and sweaters are still what they're known for, they've expanded into seasonal trend pieces under... Olympia Gayot.
'"Heritage made modern" is the title of their spring collection and it's a perfect descriptor for looks like a sheer tulle skirt paired with a tailored blazer and loafers, or a midrise wide leg jean with a laminated trench coat and kitten heel sandals.
'What was once known as solely a preppy brand has morphed into the cool "It Girl" look.'
Ugg
Model Emily Ratajkowski wearing a pair of Ugg boots as she walks on the street in New York City
They've been seen recently on the likes of Kendall Jenner (pictured left last month) and Kaia Gerber (pictured right in 2021)
They've been seen lately on the likes of Kendall Jenner and Kaia Gerber.
And the brand, which started in the 1970s and became a symbol of SoCal beach culture, fell out of favor after it peaked in popularity in the early 2000s and were seen on iconic TV shows of the period such as The O.C. and Laguna Beach.
The O.C.'s costume designer Alexandra Welker told the Financial Times: 'We always used Uggs in the film business to keep the actors warm in between shots.
'And one day, for a scene, I put Mischa [Barton] in a pair with a miniskirt, because that's what someone from California would wear around the house, and… boom.
CNN journalist Lisa Ling pictured last month in a pair of Uggs while in New York City
Y2K queens Lindsay Lohan (left in 2005) and Nicole Richie (right in 2003) were fans of the Ugg
Venus Williams also in Uggs in 2003 at the Shoot For The Stars Charity Auction
'I feel bad because I think Patricia Field with Sex and the City and me with The O.C. really forced Uggs onto the fashion scene.'
But with Y2K continuing to trend, the beloved slouchy sheepskin boots are back.
Ashlyn said the footwear label was back in as it was 'purely based on the trend cycle repeating itself' and to refresh its line Ugg has tweaked its classics by adding the Platform Ultra Mini Ugg.
Other brands are also trying to capitalize on Ugg's success by releasing dupes.
Birkenstock
Celebrities such as Tracee Ellis Ross (left in August last year) and Gwyneth Paltrow (right in October last year) donning Birkenstock sandals
Katie Holmes, who set the internet alight last year with her Y2K throwback, has also been seen wearing the 'it' shoe of the moment: the Birkenstock Boston clog. Pictured November last year
Another shoe brand that's been making a return to the feet of celebrities is Birkenstock.
We've seen them recently on actress Tracee Ellis Ross and Goop founder Gwyneth Paltrow, giving their outfits a more casual look.
Meanwhile Katie Holmes, who set the internet alight last year with her Y2K throwback, has also been seen wearing the 'it' shoe of the moment: the Birkenstock Boston clog.
Like Uggs, the staples remain unchanged, but they get a new life as they're worn differently.
'While the overall looks they're paired with are updated for today, like a Birkenstock Boston clog paired with chunky socks and a maxi skirt instead of a flare jean a la 2012, the pieces are essentially the same,' Ashlyn said.
Heidi Klum at the launch of her Birkenstock collection in 2003 in New York City
History repeating: Gwyneth is pictured in 2002 with Birkenstocks on and Pierce Brosnan also in the trendy sandal in 2003
TikTok creator Joshua Ranger styles his Birkenstock Boston clogs for his followers
Joshua pictured left with the clogs styled with black pants and jacket, and on the right with a pair of blue jeans and a sweater
Juicy Couture
The brand's velour tracksuit has been slowly making its way back into the mainstream after its shine dulled following the early aughts when it became the staple of Paris Hilton, Kim Kardashian, Britney Spears and Lindsay Lohan.
In the past few years Juicy Couture has had some high-profile collaborations, including Kraft Real Mayo, Ganni and Kappa.
The comfortable tracksuit has been seeing new droves of fans, with resale website Poshmark reporting a 117 per cent increase in sales for the brand in March 2021 compared to the same period the year before, according to The Wall Street Journal.
The brand's velour tracksuit has been slowly making its way back into the mainstream. TikTok creator @wtfareuwearing gives a glimpse into a 'Juicy Couture jackpot' inside a thrift store
This TikTok creator shows off her Juicy Couture collection in December last year
On TikTok, the hashtag for Juicy Couture has more than 868 million views and search for the brand reached fever pitch in December last year.
'The Juicy logo sweatsuit look exactly as they did 20 years ago. It's a new generation wearing these pieces for the first time, and styling them in a way that looks very of the moment regardless of their nostalgic origins,' Ashlyn added.
That's hot! Paris Hilton (left) in a Juicy Couture velour tracksuit in 2008 and Britney Spears (right) in a blue one in 2003. The trend is now making a resurgence
Coach
Like velour tracksuit, Coach has been finding new fans, such as Gen Z influencer Alicia Waid.
She was one of the first who uploaded footage of herself unboxing the white Tabby bag amid this social media wave of Coach popularity, according to The Zoe Report.
'As I get older, I've developed a very neutral style and I find many of Coach's pieces are timeless and easy to style for every day - but also look great dressed up too. I love how classic and versatile their pieces are,' she told the publication in 2022.
Riverdale star Camila Mendez was seen at the brand's fall 2023 show during New York Fashion Week earlier this month
She wore Coach for the show with a handbag and loafers bearing the brand's signature C
Mena Suvari and Julianne Moore were faces of Coach in the 2000s
'I love how simple yet elegant the Tabby Bag is - it's a super classy piece that you can dress up or down. I love styling it with flowy white dresses in the summer. It instantly elevates the outfit – and paired with gold jewelry, it just screams chic.'
Riverdale star Camila Mendez was also seen at the brand's fall 2023 show during New York Fashion Week earlier this month.
She wore Coach for the show with a handbag and loafers bearing the brand's signature C.
Other fans of the brand are Jennifer Lopez and Megan Thee Stallion.
JLo is seen carrying a Coach handbag while in New York City in February last year with husband Ben Affleck
Also a fan of the brand is rapper Megan Thee Stallion who is also seen here in February 2022
That's hot! Y2K icon Paris Hilton was in a Coach campaign in 2020
L.L. Bean
The brand, which one TikTok creator dubbed 'the poor man's Patagonia,' has gone viral as of late perhaps due to the rise of the 'ironic' Boat And Tote bag.
The phenomenon is documented on Instagram by Gracie Wiener, who is Air Mail's social media manager, on her @ironicboatandtote account, which has earned her almost 50,000 followers.
Reese Witherspoon has been a fan of the L.L. Bean tote over the years. She's pictured carrying one here in 2013
The brand has gone viral as of late perhaps due to the rise of the 'ironic' Boat And Tote bag
The phenomenon is documented on Instagram by Gracie Wiener, who is Air Mail's social media manager, on her @ironicboatandtote account
It's a trend that sees pop culture references and phrases stitched onto the customizable bag.
'The Ironic Boat and Totes Wiener posts can veer in all sorts of directions, but a few threads stand out,' Harper's Bazaar wrote.
'There's the self-aware, slightly unsettling adjective (unhinged, unwell, psycho); the probably litigious, definitely unlicensed high-fashion reference (Birkin, Gucci, Prada); or the pop culture nod (Gone Girl, Owl Theory, EGOTing).'
An L.L. Bean ad from the 1990s. The brand has made a comeback as a new trend has emerged that sees pop culture references and phrases stitched onto the customizable bag
Carhartt
Traditionally it's been known as a workwear brand, but recently it's been commandeered by celebrities, most notably Austin Butler and Julia Fox who caused a furor when she wore a $50 pair of jeans from the brand to NYFW in 2022.
It's also done some collaborations with high-end labels.
Traditionally it's been known as a workwear brand, but recently it's been commandeered by celebrities, including Austin Butler (pictured with Kaia Gerber in 2022)
Julia Fox caused a furor when she wore a $50 pair of jeans from the brand to NYFW in 2022
Both Dr Dre (left in 1994) and Coolio (right in 1999) wearing workwear brand Carhartt
'Carhartt, a traditional workwear brand, has been seen on red carpets and even in collaboration with fashion’s top luxury brands like Marni and Sacai,' Ashlyn said.
'As it's morphed into more of a streetwear label, Carhartt developed a new line called Work In Progress (WIP) to further explore a fashion take on it's traditional blue collar pieces like the canvas chore coat.'
A$AP Rocky was also seen sporting a Carhartt jacket when his partner, Rihanna, released a series of photos announcing she was pregnant with their first baby.
Champion
Super Mario Bros. teamed up with Champion to do this collab in November 2020
The streetwear label has also collaborated with the Beastie Boys in December last year
Fashion designer Rick Owens has also teamed up with the brand over the past few years
Hip hop stars 50 Cent (pictured in 2006) and Missy Elliot (pictured in 2002) were fans of the Champion hoodie
The activewear brand has seen a resurgence in the past few years and has collected a few well-considered collaborations, including with the Beastie Boys, Rick Owens and Super Mario Bros.
'Activewear brand Champion is similar in that it's a 100-year-old label known for it's functional athletic pieces, but it's been reimagined through the recent fashion collaborations and adoption of a new brand of customers,' Ashlyn said.
'Streetwear has again made this label cool again - from brands like Supreme and Off White joining forces - to streetwear influencers simply adopting the classic logo hoodie as a new staple piece.'
What brands are poised to make a comeback next?
The next brands that Ashlyn thinks were set for a revival are Old Navy, Banana Republic and Stussy. She's pictured wearing Old Navy
The next brands that Ashlyn thinks are set for a revival are Old Navy, Banana Republic and Stussy.
'More brands to scope for a resurgence will follow the same patterns as the ones here,' she told DailyMail.com.
'Old Navy is set to make a big comeback with expanding their sizing offerings and reminding customers of their classic and affordable staples like dresses, shorts and tees.
'Banana Republic is especially one to watch with their recent rebrand. Like several others they've also expanded sizing and have taken a modern and trendier approach to items they're known for like suits.
'In the streetwear category, Stussy is a top choice. While they don't have the 100-year-old history of Carhartt and Champion, they've got the core niche customer (of the surfer variety instead of worker or athlete) and a growing new cult following.'