Fashion Mogul #2: The Resurgence of the '90s

Trends endlessly continue to cycle, and '90s fashion is, once again, making a comeback. Deep down, '90s fashion never really left, if you consider things like knit cardigans and thick headbands.

Typically, trend cycles happen at a pace of around 20 years , but some '90s trends seem to be hanging on. Note the single-color one piece outfits, bright colors, and, especially, bright orange.

For mainstream fashion, the popularity of the '90s means people are putting their hair in claw clips, reintroducing plaid into their closets, donning slip dresses even for casual occasions, and putting Nirvana vinyls on in the living room.

What does the resurgence of '90s fashion mean for skiing?

The simple explanation is that outerwear brands cycle trends just like the rest of the fashion world. When it comes to ski fashion, the public accepts trends that trickle down from the top. High fashion becomes everyday fashion. A trend is one step away from being tacky. That sort of idea.

This strategy is designed to market to a specific audience, and sell the product as more than just functional outerwear. Arc'teryx participated in Paris Fashion Week back in 2020, and since then, has established itself as a top-tier brand combining style and a streetwear presence. Hype beasts love Arc’teryx almost as much as they love Supreme, likely, because Arc'teryx's brand identity is so intertwined with high fashion.

Mammut, for example, retails at similar prices as Arc'teryx, but we are unlikely to see rappers or image-conscious non-skiers wearing Mammut to make a fashion statement (except for Frank Ocean in the photo above, of course).

This is all circling back to the idea that high fashion trends trickle down to the public and the everyday consumer. High fashion this winter was often inspired by what was hot in the '90s.

'90s ski fashion is defined by its bright colors, unapologetic designs, and overall "loud and of questionable taste."

In the comments of the r/skiing Subreddit, a place to look for the opinions of the everyday consumer, members noted that thrift culture has made an impact on modern fashion.

Let’s take a moment to remember 90s ski fashions (my first trip to the alps, 30 years ago)
by u/the-derpetologist in skiing

Perhaps due to inflation, low resort pay for employees, nostalgia for times past, and more consciousness of consumption and environmentalism, or some combination of the above, younger generations are looking to Goodwill and online second-hand resellers such as Depop and Poshmark to obtain clothes--including outerwear.

This has led to a resurgence of '90s clothing in resort lift lines across the country.

But even when skiers are not wearing outfits that are 30 years old, new clothing takes inspiration from '90s designs, usually in the form of the chosen colors.

Backcountry's top pick for their women's outerwear gear guide was a monochromatic, full-purple ski kit. The kit was offered in the seasonal colors of light purple and bright orange.

These same colors, together, in fact, were on the cover of the October 1990 POWDER mag.

What colors made the 1991 cover? An even more boisterous version of the exact same combination, of course. Even the POWDER title was a warm shade of purple.

If the trend cycle continues, next season, brands may be looking to the early 2000s for color inspiration. What did people think in the early 2000s?

Looking at the "Keepin It Real Files" from the December 2002 issue of Powder, D.T. projects that the one-piece, late '80s neon colors, and camouflage are likely to be back in style soon.

Does it matter, in the end, which color you rock on the hill? As D.T. pens, "keepin' it real never goes out of style."

Related: How Do Pro Skiers Make Money?

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