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How Gen Z is reviving passé brands

A man walks in a black Champion sweatshirt with the logo
Rocking the look in New York. Photo: Daniel Zuchnik/Getty

The quirky tastes of Gen Z are bringing old — and nearly obsolete — clothing brands back.

What's happening: The sports apparel brand Champion, which sells simple sweatshirts that feature its red and blue "C" logo, is having a big comeback, Bloomberg reports.

The big picture: In the age of Instagram marketing, a couple of snaps of Chance the Rapper, Beyoncé or Kylie Jenner sporting a simple pair of sweatpants from a forgotten brand is enough to propel that company to success.

  • Champion's U.S. sales jumped from $600 million in 2010 to $1.4 billion last year. Teenage boys rank Champion as one of their top 15 favorite fashion brands — alongside A-list companies like Gucci and Tommy Hilfiger.
  • The company expects to hit $2 billion in sales by 2022.