Fashion Brands Lost in The Archives of Time

The evolution of Fashion has been drastic over the years and can be marked through the wide variety of legendary trends through the journey. Today, the perception of fashion stands apart from what it may have been about a decade ago. People are much more aware, accepting and experimental when it comes to trends and use them to express creativity. This trait of using Fashion as a medium of expression has been relevant since years and was strongly observed all through the 60’s and 70’s, which are known to have been the epitome of trend-setting and the most fashionable era of all times.

Ever flipped through a magazine or found a stunning retro outfit while browsing through the net that made you wonder about the brand? More often than not, we find ourselves drawn to outfits that match our style or something that we can get our hands on with ease. Today, with newly developed applications like Google lens and CamFind, the search for brands and clothes have become relatively simple. With just a scan you can find all the details about the outfit you are looking for, the brand, the price and where you can buy it from.

Each era marked a different transition for Fashion- from Hobble skirts and bell bottoms to dresses and athleisure, the game of trends has always been an interesting one to follow. Over the early years of upcoming trends, there was a significant rise in the number of clothing brands and we saw a whole new wave of businesses. Some of these brands went on to become customer favorites and gained a legendary status while others made it big but gradually fizzled out.

Speaking of tracking trends across time- let’s delve in to some of the top Fashion brands that used to be popular but were eventually forgotten along the way:

Polo Sport

No other brand is more iconic in terms of ‘sports-street wear’ than the infamous Polo Sport, which was a subsidiary of Ralph Lauren that was officially launched by the company in the year 1993. The basic idea behind creating this collection was to not just cater to sports enthusiasts but to also serve everyone in between. Within a few months of its launch, the Polo sport collection had become so popular that everyone from polo players, rappers, cowboys to skateboarder were all wearing it.

Image Courtesy: WWD.com

Diesel

Diesel is a global lifestyle and clothing brand that was launched in 1978 by designer Renzo Russo and was known for its experimental designs and cult fashion trends. The early 80’s observed a huge demand for Diesel apparel and the brand was specifically well renowned for the style and quality of its jeans.

Image Courtesy: Denim Innovation

Gradually, the brand began to position itself as a testament to the rock music culture with its textures and pre-torn denim. Most mainstream rock artists and musicians were seen wearing Diesel apparel and this in turn increased the brands appeal. It was also one of the first popular brands to develop an obtrude marketing mix, which in those times no other brand had managed to do. They launched a number of products that went on to become absolute crowd pleasers like Diesel jeans, bags, sneakers, leather jackets, biking gear and more.

The brand recently filed for bankruptcy due to shifting consumer tastes and for other legal reasons.

Pelle Pelle

Pelle Pelle was a well-known urban fashion brand that was launched in 1978 and designed by Marc Buchanan. What started out as a leather apparel brand gradually went on to becoming one of the brands in the world to revolutionize denim by introducing baggy jeans.  Their entire collection was characterized by bright colors, eccentric designs, loose fits and bomber jackets.

Image courtesy: Pinterest

The brand specialized in creating urban gear and street style clothing for teenagers and men. All though the 80’s and 90’s many celebrities, rappers and artists were spotted wearing apparel by Pelle Pelle which made it incredibly famous amongst the masses as well. It was a brand that paved way for one of the most stylish trend of the 90’s, baggy denims. With increasing competition and a high number of brands trying to recreate what Pelle Pelle had started, the brand ceased all its operations after three decades of being in the business.

Delia’s

Delia started its operations in American malls in the year 1990 and was highly appreciated for its quirky catalogues and exemplary clothing designs. These designs were mainly targeted towards teens and women and was a widely popular clothing brand of the 90’s. It was founded by Christopher Edward and Stephen Kahn that went on to become one of the leading brands within the mall-based retail sector.

Image courtesy: Huff Post

The brand represented feminism even before its advent by standing for girl power and working around collections that empowered women. The reason behind the brand being so successful is the fact that there was no other brand like it. Women felt a certain sense of individual connect not just with the brands designs but in the way that they marketed their products. It attracted small-town girls and women to dress up and make themselves feel good and live like a metropolitan city girl. With budding designers and strategically placed advertisements in teen magazines, the demand for Delia grew immensely.

The brand filed for bankruptcy in 2014 and has been relaunched under the name of Dolls Kill.

Spitfire

The Spitfire clothing brand was founded in the year 1987 and was extremely popular for its brand logo. The identity of that logo became well known all through the 90’s that almost every teenager knew of the brand and owned something made by them. Spitfire initially began with releasing wheels and skateboarding tools, which is where it gained a high appeal amongst the younger generation.

Image courtesy: Zumiez

Gradually the brand moved on to creating accessories, sneakers and clothing. One thing that remained common amongst all their products is the unmissable logo. The smiling flame with a notorious grin was highly popular amongst masses and very soon the brand gained recognition from all around the world. They were known for making the coolest skating tees and continued to influence skateboarders and young teenagers for over two decades.

Alphanumeric

Alphanumeric was originally launched in 1998 and was primarily created for functional riders. The clothing designs were sturdy and textured in order to handle long term use and only came in shades of black and brown. With time, the brand gained immense popularity and ventured into creating modern streetwear outfits and skateboarding tees.

Image courtesy: Etsy

It became well known for its blend of contemporary design that still catered to the taste of modern day skateboarders, surfers, rappers, artists and more. The brand reached its epitome of success in the early 2000’s when its clothing was featured in multiple music videos. It brought together the car culture of California into its designs and found a niche audience that loved the brand for what it was.