90s Clothing Brands: Fashion That Made the Era (2024)

90s Clothing Brands: Fashion That Made the Era (1)

The 1990s was a decade that left a significant mark on fashion, bringing with it a unique blend of styles and brands that still resonate today. It was a time when music, movies, and tv shows significantly impacted 90s clothing brands, influencing high fashion and more commercial brands.

Read on, and we will explore some iconic 90s clothing brands that defined the era, including Tommy Hilfiger, Calvin Klein, Ralph Lauren, and Gap. These brands and fashion designers are known for their bold different styles, distinctive logos, and unique aesthetics that continue to inspire fashion trends today. Get ready to walk down memory lane as we revisit the most influential fashion brands of the 1990s.


90s Clothing Brands

Tommy Hilfiger

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Tommy Hilfiger is a globally recognized brand founded in 1985 by designer Tommy Hilfiger. It quickly became known for its preppy styles and sportswear, becoming a staple of American fashion. The brand’s success blew up in the 1990s, becoming a cultural icon with its signature bold colors and iconic flag logo.Popular Hilfiger designs include denim jackets, bucket hats, baggy jeans, and graphic tees.

Celebrities such as Snoop Dogg, Aaliyah, and Destiny’s Child became associated with the brand, influencing the decade’s style. In the 2000s and beyond, collaborations with supermodels such as Naomi Campbell and Claudia Schiffer and music icons like Britney Spears only add to the brand’s allure.

Calvin Klein

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Calvin Klein, founded in 1968, is a brand known for its minimalist and clean aesthetic. The brand gained immense popularity in the 1990s with its iconic underwear, jeans, and slip dresses. The brand’s simple yet chic design philosophy revolutionized the fashion industry and has since been imitated by numerous designers.

Calvin Klein’s famous advertising campaigns, such as the iconic “My Calvin’s” campaign and celebrity endorsem*nts from stars such as Kate Moss and Mark Wahlberg, further cemented the brand’s position as a fashion powerhouse and became a part of the pop culture zeitgeist. From the runway to the red carpet, the popular brand was a 90s staple.

Cross Colours

Cross Colours is a fashion brand founded in 1989 by Carl Jones and focused on promoting social messages. The brand quickly gained popularity among urban youth with a signature style of bright and bold colors and designs. The brand’s iconic “Clothing Without Prejudice” tagline emphasized the importance of racial unity and equality.

Cross Colours significantly impacted hip-hop culture and fashion, with many rappers and hip-hop icons sporting their apparel in music videos and on stage. The brand’s popularity declined in the 1990s but experienced a revival in the 2010s with collaborations and new collections.

Ralph Lauren

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Ralph Lauren is a globally recognized fashion brand that was founded in 1967. In the 1990s, the Polo Ralph Lauren line became particularly popular, with its iconic polo shirts and preppy style capturing the attention of many fashion-conscious consumers.

The brand’s influence on preppy fashion was felt worldwide, with its signature styles becoming synonymous with a certain aspirational lifestyle. Overall, Lauren’s popularity in this decade was a testament to its ability to capture the spirit of the times while remaining true to its core values.

Whether you’re a fan of preppy fashion or appreciate the finer things in life, Ralph Lauren is a brand that continues to resonate with consumers.

JNCO Jeans

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JNCO Jeans, a fashion brand that focused on wide-leg jeans, gained cultural significance in the 90s as a staple of the skate and streetwear subcultures. JNCO Jeans’ baggy style and exaggerated proportions were a unique departure from the slim-fitting jeans of the time. The brand’s influence on skate and streetwear culture was undeniable, with many skaters and alternative music fans adopting the style.

Juicy Couture

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Juicy Couture, founded in 1997, became famous for its velour tracksuits embellished with the “Juicy” logo. The brand gained immense popularity in the Y2K era thanks to its celebrity endorsem*nts, including Madonna and Jennifer Lopez.

Juicy Couture has attempted a revival, rebranding itself as a more sophisticated brand with updated styles and focusing on social media marketing worn by the likes of Tinashe and Sofia Richie.


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FUBU, founded in 1992 by Daymond John, J. Alexander Martin, Keith Perrin, and Carlton Brown, with a “For Us, By Us” philosophy, quickly gained a reputation as a trailblazer in streetwear and urban fashion for young people in the Black community. Oversized t-shirts, baggy pants, and branded hats were popular pieces.

FUBU’s influence can be seen in its collaborations with famous artists, including LL Cool J and Mary J. Blige, as well as product placements in music videos and celebrity endorsem*nts. However, the brand experienced a period of decline in the early 2000s. Today, FUBU is still in business with retro-inspired designs.


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Roxy is a women’s surf and sportswear line that Quicksilver launched. The brand gained immense popularity in the 1990s for its swimwear, activewear, and casual clothing. Its focus on comfort, style, and durability has made it a go-to choice for women who are into adventure sports.

Roxy’s aesthetic is heavily influenced by surf culture, and its designs embody the free-spirited, carefree lifestyle surfers lead. The brand’s signature logo of a heart-shaped wave is instantly recognizable and adds to its appeal.

Limited Too

Limited Too was a popular children’s clothing retailer in the 1990s, known for its trendy and colorful clothing. The brand’s target demographic was young girls, and it quickly became a favorite among parents and kids alike.

Limited Too’s marketing strategies included bright, eye-catching store displays, bright colors, in-store events, and a focus on the latest trends. The brand also leveraged popular culture and used celebrity endorsem*nts to attract customers. The company would carry specialized items featuring stars like the Spice Girls and Britney Spears.

In 2008, Limited Too was rebranded as Justice, with a focus on clothing and accessories for tween girls. However, the brand struggled to keep up with changing consumer trends and the rise of online shopping, resulting in a number of store closures in recent years. Despite this setback, Justice remains a well-known brand in the children’s clothing industry.


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Delia’s was another popular clothing brand in the 1990s that focused on teen fashion. The brand was founded in 1993 and quickly gained a following with its unique styles and famous catalog. Delia’s was known for its vintage and contemporary clothing mix, including babydoll dresses, floral prints, and overalls.

The brand’s target demographic was teenage girls, and its marketing strategy included print and TV ads that featured young models and focused on the latest fashion trends. Delia’s significantly influenced teen fashion in the 1990s, with many young girls looking to the brand for inspiration.

The brand’s popularity continued into the early 2000s but eventually declined due to increased competition from other teen-focused clothing brands and a shift in fashion trends. Delia’s filed for bankruptcy in 2014 but has since attempted a revival with a new website and a limited selection of clothing items.

Baby Phat

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Founded by Kimora Lee Simmons in 1999, Baby Phat was a famous clothing brand in the late 1990s and early 2000s. The brand focused on urban and hip-hop fashion, mixing bold prints, metallic fabrics, crop tops, and glamorous styles. Baby Phat was known for its use of the cat logo, which appeared on many of its clothing items and accessories.

Baby Phat’s popularity was partly driven by the street style looks of famous hip-hop artists and celebrities, including Missy Elliott, Alicia Keys, and Beyonce. The brand also had a significant presence in the fashion industry, with its own fashion show during New York Fashion Week. However, like many other 90s clothing brands, Baby Phat’s popularity eventually declined due to changes in fashion trends and increased competition from other brands.

In recent years, there has been a resurgence of interest in Baby Phat, with the brand making a comeback in 2019 under the direction of Kimora Lee Simmons. The brand has since released new collections and collaborations, including a line with Forever 21.


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Gap was one of the most popular clothing brands of the 1990s, known for its casual, American-style clothing. The brand was founded in 1969 but gained widespread popularity in the 1990s, partly thanks to its memorable advertising campaigns and celebrity endorsem*nts.

Gap’s influence on 90s fashion trends was significant, with many people looking to the brand for the latest casual styles, such as khakis, denim, and logo sweatshirts. Gap was also known for its simple, classic designs that appealed to a broad audience.

In recent years, Gap has made efforts to stay relevant in today’s fashion landscape with new collaborations and initiatives to attract younger customers. The brand has also emphasized sustainability, focusing on using more environmentally friendly materials and reducing waste.


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Express is a well-known fashion brand that was founded in 1980 and gained immense popularity in the 1990s for its trendy and affordable clothing. The brand was particularly known for its eye-catching designs and bold colors, which appealed to a wide range of fashion-conscious consumers.

Notably, supermodels such as Christy Turlington appeared in the brand’s campaigns, cementing its status as a go-to destination for fashion-forward individuals.

While the 2000s brought new challenges for many fashion brands, Express has continued to be a vital brand. In recent years, the brand has collaborated with a range of influencers and celebrities to create new and exciting collections that capture the spirit of the times.

Old Navy

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Throughout the 1990s, Old Navy experienced explosive growth, expanding its offerings to include everything from basics to activewear. Today, the brand remains a go-to destination for affordable, family-friendly clothing.

One of Old Navy’s most significant contributions to the fashion world is its influence on casual, American-style clothing. With its focus on comfortable, easy-to-wear pieces, Old Navy has helped to define the “casual chic” look that is so popular today.

Despite fierce competition from other budget-friendly retailers, Old Navy continues to thrive thanks to its commitment to staying relevant in today’s market. From trendy collaborations with fashion icons to innovative marketing campaigns, Old Navy is always looking for new ways to connect with customers and provide them with the styles they love at prices they can afford.

Final Words on 90s Clothing Brands

These are just a few of the many iconic 90s clothing brands that shaped fashion and continue to influence the industry today. This can range from 90s-themed parties to everyday wear.

Whether you were a fan of preppy style, grunge, or hip-hop, there was a clothing brand that catered to your tastes. So, take a trip down memory lane and embrace the nostalgia of the 90s fashion scene.

Fashion in the '90s was a vibrant tapestry woven with the threads of iconic brands and designers. As an enthusiast deeply immersed in the world of fashion, I can confidently delve into the rich history and cultural impact of the brands mentioned in this article.

Tommy Hilfiger: Founded in 1985 by Tommy Hilfiger, this brand skyrocketed to fame in the '90s, becoming synonymous with preppy styles and sportswear. Its bold colors and iconic flag logo made it a cultural icon, with celebrities like Snoop Dogg and Destiny’s Child elevating its status.

Calvin Klein: Established in 1968, Calvin Klein's minimalist aesthetic revolutionized the '90s fashion scene. The brand's iconic underwear, jeans, and slip dresses, coupled with unforgettable campaigns like "My Calvin’s," made it a powerhouse. Celebrity endorsem*nts from Kate Moss and Mark Wahlberg solidified its position in pop culture.

Cross Colours: A brand founded in 1989 with a focus on promoting social messages, Cross Colours made waves with its vibrant colors and designs. The "Clothing Without Prejudice" tagline emphasized racial unity, leaving a lasting impact on hip-hop culture and fashion.

Ralph Lauren: Founded in 1967, Ralph Lauren, especially its Polo Ralph Lauren line, gained immense popularity in the '90s. The iconic polo shirts and preppy style became a global phenomenon, capturing the spirit of the times while maintaining a timeless appeal.

JNCO Jeans: JNCO Jeans, with its wide-leg jeans, became a cultural icon in '90s skate and streetwear subcultures. The brand's baggy style and exaggerated proportions left an indelible mark on alternative music and skate culture.

Juicy Couture: Founded in 1997, Juicy Couture rose to fame with its velour tracksuits adorned with the "Juicy" logo. Celebrity endorsem*nts, including Madonna and Jennifer Lopez, propelled it to Y2K stardom. The brand later underwent a revival, rebranding with updated styles and a focus on social media marketing.

FUBU: Established in 1992 with a "For Us, By Us" philosophy, FUBU became a trailblazer in streetwear for the Black community. Collaborations with artists like LL Cool J and Mary J. Blige solidified its influence, and it continues to thrive with retro-inspired designs.

Roxy: Roxy, launched by Quicksilver, gained popularity in the '90s for its women’s surf and sportswear. Infused with surf culture influences, its heart-shaped wave logo became instantly recognizable, reflecting a free-spirited lifestyle.

Limited Too: A popular '90s children’s clothing retailer, Limited Too, targeted young girls with trendy and colorful clothing. Its marketing strategies, in-store events, and celebrity endorsem*nts made it a favorite. Although rebranded as Justice in 2008, Limited Too's impact on '90s fashion remains undeniable.

Delia’s: Founded in 1993, Delia’s focused on teen fashion, gaining popularity with its unique styles. The brand's vintage and contemporary mix, featuring babydoll dresses and floral prints, influenced teenage girls' fashion in the '90s.

Baby Phat: Founded by Kimora Lee Simmons in 1999, Baby Phat epitomized urban and hip-hop fashion in the late '90s and early 2000s. Bold prints, metallic fabrics, and glamorous styles, coupled with celebrity endorsem*nts, made it a standout brand. After a resurgence in 2019, Baby Phat continues to make waves with new collections and collaborations.

Gap: A ubiquitous '90s brand, Gap gained popularity for its casual, American-style clothing. Memorable advertising campaigns and celebrity endorsem*nts made it a go-to for casual styles, and recent efforts to stay relevant include collaborations and sustainability initiatives.

Express: Founded in 1980, Express gained immense popularity in the '90s for its trendy and affordable clothing. Bold colors and eye-catching designs, coupled with supermodel endorsem*nts, solidified its status as a fashion-forward brand.

Old Navy: Experiencing explosive growth in the '90s, Old Navy became a go-to destination for affordable, family-friendly clothing. Its influence on casual, American-style clothing is undeniable, and the brand remains relevant with collaborations and a commitment to sustainability.

As we revisit these iconic '90s clothing brands, it's evident that their influence transcends the decade, continuing to shape and inspire fashion trends today. Whether it's the preppy allure of Tommy Hilfiger, the minimalism of Calvin Klein, or the urban vibes of FUBU, each brand contributed to a vibrant and diverse fashion landscape that resonates with nostalgia and style.

90s Clothing Brands: Fashion That Made the Era (2024)


What clothing brands were popular in the 1990s? ›

By the '90s, labels like Guess Jeans, Versace, Moschino, and Calvin Klein were leading the way in high-end, fashion-focused denim, while black-owned labels like Phat Farm and FUBU cemented denim as part of the '90s hip-hop fashion wardrobe.

What clothing style was popular in the 90s? ›

A typical outfit included leggings with an oversized v neck sweater over a turtleneck, slouch socks, and Keds, Sperrys boat shoes or Sperrys white sneakers. Also plaid or plain short dresses and skirts with pastel or white knee socks worn over the knee or folded at the top of the knee with ballet flats or boat shoes.

How did 90s fashion impact society? ›

Fashion during the 1990s sparked a wave of minimalist looks, breaking away from the big hair and shoulder pads that dominated the '80s. Casual, chic outfits defined by baggy T-shirts, slip dresses, and sportswear significantly shaped 1990s fashion trends.

What was the biggest fashion in the 90s? ›

Slip dresses, bomber jackets, scrunchies and plaid flannel shirts were all the rage during the '90s — and many of these fashion trends are working their way back into vogue (although some of these pieces may have never left your closet).

What brands were popular in 1996? ›

Latest in Spring 1996 Ready-to-Wear
  • Calvin Klein Collection.
  • Alexander McQueen.
  • John Galliano.
  • Prada.
  • Maison Margiela.

Who was a fashion icon in the 90s? ›

Top models such as Kate Moss, Cindy Crawford, Christy Turlington, Linda Evangelista, and Yasmeen Ghaoor dominated the magazines looking relaxed yet ultra sleek.

Who influenced 90s fashion? ›

Hip-Hop. Famous hip-hip artists like MC Hammer, Tupac, N.W.A., and Public Enemy had a heavy influence on 1990s fashion. These looks featured wide leg jeans, tracksuits, bomber jackets, gold chains, and snapback hats. For inspiration on Hip-Hop looks, check out Menace II Society and Boyz n the Hood.

What did kids wear in the 90s? ›

Kids in the 1990s wore bright colors, printed shirts, bucket hats, scrunchies, and striped shirts.

Was 90s fashion baggy? ›

Famously prominent within the 90's hip hop scene in America, baggy jeans gradually moved into mainstream fashion becoming an everyday item for most.

Is 90s fashion still in style? ›

The 90s revival is more than a fleeting trend—it's a celebration of style innovation, nostalgia, and the cyclical nature of fashion. This resurgence invites us to reimagine the bold colors, iconic trends, and unique styles of the 90s, integrating them into our contemporary wardrobes.

Why is Gen Z obsessed with 90s fashion? ›

Why the 90s? Well, for Gen Z it's about the whole vibe. Many feel that the era represents a carefree time that was about having fun. Considering the stressful reality we've been experiencing over the last few years, it's no wonder Gen Z are feeling nostalgic for a simpler time.

Why is 90s fashion back? ›

Here are some reasons why: Nostalgia: Gen Z, who were born in the late 90s and early 2000s, are now entering their teenage years and early adulthood, the prime time for fashion exploration. They're looking back to their parents' era with a fresh perspective, finding inspiration in classic 90s styles.

Why were clothes so baggy in the 90s? ›

Hip hop and the baggy jeans became one, with artists from Wu-Tang Clan, Aaliyah, TLC, Eazy E and countless more were all rocking the baggy fit. Worn as a sign of rebellion, hip hop put its middle finger to the sky and wore the unconventionally sized fit just because.

What designer was popular in the 90s? ›

1990's Designer Fashion

Chanel in the 1990's was idolized for the colorful tweed suits modernised by Karl Lagerfeld. Vivienne Westwood, known as the Queen of Punk Style, reinvented her brand in the 1990s. She mixed modern pieces with corsets, following trends of vintage fashion.

What was streetwear in the 90s? ›

Streetwear is a style of casual clothing which became global in the 1990s. It grew from New York hip hop fashion and Californian surf culture to encompass elements of sportswear, punk, skateboarding, 1980s nostalgia, and Japanese street fashion.

What trends and brands defined 90s hip hop fashion? ›

In the 1990s, Hip-Hop style was characterized by baggy clothing, bold colors, and high-end designer brands, and this style has had a lasting influence on fashion today — including brands like Supreme, Off-White, Gucci, and Versace — helping to establish them as leaders in contemporary streetwear and luxury fashion.

What did popular shirts look like in the 90s? ›

1. Bold and Vibrant Colors: The 90s saw a surge in bright and bold colors, with T-shirts featuring neon shades like hot pink, electric blue, and lime green. 2. Graphic Prints and Logos: T-shirts in the 90s often featured large and eye-catching graphic prints, such as band logos, cartoon characters, or popular slogans.

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