Y2K fashion is back
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Photo illustration: Aïda Amer. Photos: Getty Images
Gen Z is dressing like it's 2000, and brands like Hollister are cashing in with Y2K-style "drops."
Why it matters: What goes around comes around, but this "thirst for throwbacks" is about more than aesthetics.
- It's a way to escape the constant scroll and the pessimism some young people feel about politics, money and the state of the world, says Ellyn Briggs, senior brands analyst at Morning Consult.
State of play: Hollister's recent "2000s vault release" included familiar favorites like babydoll tops, cable-knit sweaters, bootcut jeans, fleece mini-shorts and logo-stamped hoodies.
Our thought bubble: During a mall visit, the lights were cranked up bright and the store was packed, with teenagers lining up to purchase their picks at the same old surf window.
The big picture: Shoppers have shown an appetite for retro revivals lately, from vintage-inspired Coach handbags to McDonald's Snack Wraps to "Heritage Edition" Ford Broncos.
- For brands that have been around a long time, the race is on to "copy and paste" old collections, Briggs tells Axios.
Follow the money: Hollister's sales rose 22% between May 2024 and May 2025, Women's Wear Daily reported.
- A few items in the limited-edition throwback collection, which dropped in late July, sold out online within days. (What's left is now on clearance.)
- The retailer's owner, Abercrombie & Fitch, has seen its own resurgence among millennials and Gen Z.
What we're watching: Nostalgia for Y2K isn't likely to fade anytime soon.
- The more AI reshapes everyday life, "the more people are looking for tangible artifacts of a life before," Briggs says.
The bottom line: Dust off the puka shell necklace. A Gen Zer in your life is probably taking donations.
