The 90s Brands that Defined the Decade

FUBU

FUBU, or For Us By Us, was a conscious brand that attempted to raise awareness of supporting black-owned businesses. The brand's bright colors and big logo definitely caught attention, but it seemed like almost every demographic was trying to rock FUBU in the '90s. Oh well, coin is coin, right?

Ecko Unltd.

And we're not just saying that. What started as just another T-shirt brand became a force that looked to express all five pillars of hip-hop via clothing. In a backlash to the shiny suits and European designer clothes that were dominating a certain segment of hip-hop, underground artists like Mobb Deep and Large Professor started rocking Ecko (back when it was called Echo) and their cult followings soon followed suit. Pretty soon, the rhino logo was a symbol that represented a call for the golden era of hip-hop.

Tommy Hilfiger

Tommy Hilfiger and style of the '90s are almost synonymous. By looking back to classic American preppiness and updating the aesthetic with modern reinterpretations, the brand struck a chord with everyone concerned with style in the '90s. From hip-hop heads to Wall Street bros, everyone had some Tommy in their style arsenal. He grabbed everyone's attention in 1985 when he posted a billboard claiming that he was in the same class as Ralph Lauren, Calvin Klein, and Perry Ellis. People had their doubts, but by the end of the '90s, Tommy reigned supreme. And when Aaliyah rocked the Tommy sports bra, underwear, and denim? Game over.

Toy Machine

Toy Machine provided an element of metal in '90s skate culture, and we were all better off for it. Without this brand keeping things slightly evil, '90s skating might've been nothing but flowery Cali vibes throughout the decade. Instead, Toy Machine created dope apparel that was as hardcore as their raw videos. When you saw a dude rocking a shirt with that Toy Machine demon logo, you knew you either had to stay away or try and party with this guy.

Sean John

Casual sportswear from Europe had been heavy in the streets for a minute by the time Puff Daddy ventured into clothing, but when Sean John dropped in 1998 hip-hop could finally stop appropriating its style cues from the Continent and cop from the home country. Sean John was an immediate hit in the streets and with critics, and made velour suits acceptable to rock outside of the home again. It's initial success was so influential that, heading into the early 2000s, Sean John started cleaning up when it came to awards and top media coverage.

Phat Farm

Russell Simmons, the man who made argyle sweater vests cool. If that doesn't count as one of the greatest accomplishments of the '90s, then we need to re-consider our priorities. Phat Farm brought prep to the streets in the '90s, but in a way that was never considered cornball. How that happened is a remarkable feat, but adding an element of class was definitely something that helped every stylish dude out.

Triple Five Soul

There was a time in the '90s when Triple Five Soul was probably considered one of the best streetwear brands out there. They had a thriving shop on Lafayette Street, their skate team was respected and had G status, and underground creatives like Mos Def were devoted to the brand. So how come this brand didn't go the way of Supreme? We'll leave that question the the higher powers of the '90s, who work in mysterious ways.

Spitfire

It was impossible to live through the '90s without seeing that smiling flame that was always grinning so evilly. Their equipment was top-notch, but in a decade that was ruled by branding and logos, Spitfire was one of the most recognized apparel labels out there. Skate tees were their own trend in the '90s, and Spitfire absolutely led in popularity and coolness levels.

Alphanumeric

Also known as A#, the brand launched in the late '90s but immediately became a favorite of hardcore skate heads across the country. It was one of the first skating brands to incorporate the car culture of California into its DNA, and found a ready audience in both scenes. The goal of the brand was to utilize an education-based approach to spread their method-hence the classroom motifs of their ads-but skaters were stoked to just have gear that was as functional as it was stylish.

Burton

Burton may not have invented snowboarding, but it definitely shaped the aesthetic that shredders adhered to throughout the '90s. From bright colors that stood out on the mountain to baggy pants and extra long jackets, Burton was the first brand to make gear that could be worn both on the slopes and off. As the sport's popularity reached enormous heights in the '90s, people even started to dress in Burton even if they were nowhere near a mountain or cold temps.

Joe Boxer

Because sagging your jeans was a trend in the '90s, your drawers game had to be on point. Luckily, Joe Boxer was around in the '90s to show off some personality and humor when you were very nearly showing off the goods. Boring old solid colors were no longer acceptable. If A$AP Rocky was rapping in the '90s, he'd have told us he was Joe Boxers down to his boxers, and we'd be right there with him.

Pepe Jeans

No one ever expected one of the biggest denim brands to come out the UK, but since its launch in 1973 out of a market stall in London, Pepe jeans charged to the forefront of the denim world. Their popularity peaked in the '90s, and every kid back then absolutely needed at least one pair. Not quite hood and not quite standard denim, their campaigns came close to the sexy vibes from brands like Calvin Klein, but weren't edgy enough to scare away suburban moms and dads from buying Pepe from their children. And that meant that Pepe was everywhere you looked in the '90s.

Billabong

Because of Australian surfers dominating the sport in the '80s and '90s, Billabong exploded out of the Land from Down Under in the '90s. Its popularity rose alongside surfing's dominance of pop culture, and we're pretty sure more than a couple smirking teenagers bought a T-shirt or board shorts because of the "bong" in the name. The brand never eclipsed Quiksilver in terms of sales or exposure, but its designs were way more out there than a lot of other surf brands, which instantly created fans of the trippy, bright surf scene.

Pelle Pelle

Pelle Pelle was an OG urban fashion company that launched simultaneously with the birth of hip-hop in 1978. What started out as a leather outerwear company turned into a full apparel brand that was heavily endorsed and advertised by the biggest rap stars of the '90s. As one of the first brands to create extra baggy denim, it helped to create one of the most popular trends of the '90s. The brand was so popular and coveted that Big L rapped that he'd "Put one in your belly, leave you smelly, then take your Pelle Pelle."

Nike

If you weren't expecting Nike to be at the top of this list, then you have no business even getting this far. The brand started in 1978, but secured its place atop sneaker mountain in the '90s. With new technology to increase performance as well as defining the aesthetic early in the '90s for the entire decade to come, Nike became much, much more than just a brand. It may sound corny now, but Nike was one of the first brands to define a lifestyle-a concept that took root in the '90s and continues to define the way we consume and identify via clothing now. When Nike told you to "Just Do It" in the '90s, trust us, we all did it.

Perry Ellis

Marc Jacobs was at the helm of Perry Ellis from 1988-1993, and so the brand entered the '90s while considered to be one of the best American brands of its time. Through the decade, the edgy designer stuck to the original designer's mission "to design clothes that are more obtainable, more relaxed, but ultimately more stylish and witty." But he also gave Perry Ellis a relevant edge that resonated with any guy looking for a classic brand that was taking risks. The brand was popular enough to be spotted Perry both in the hood and at the suburban mall.

Oakley

Futuristic eyewear ruled the '90s, and Oakley led the pack. Before everyone was trying to look like Steve McQueen, and before Wayfarers became standards, Straight Jackets and other frog-eyed lenses dominated the optical world. Every style from Oakley looked like it was something a robot assassin would wear in the future, and you needed a pair if you had any shot of being considered stylish.

Guess

Having a pair of jeans with the upside down triangle logo was a must. If you weren't rocking Guess in the '90s then you were straight trippin'. There wasn't anything fancy going on here, but if you were hoping to dress like a guy who had a shot with Claudia Shiffer, then you had to strap up in Guess denim.

Iceberg

Believe it or not, Iceberg is an Italian fashion house founded in 1974 and still going strong. In the '90s, it was all about Iceberg's knits. Who knew that rocking Disney characters on your clothes would mean you were stylish? There are some trends and brands from the '90s that we may not understand now, but back then having a Goofy or Mickey Mouse on your sweaters meant you were fresh to death.

Quiksilver

Surfing's popularity exploded in the '90s alongside skating, and the brand that embodied surf culture and the sport's look more than anyone else was Quiksilver. So many people found that the ocean was calling their name, and in order to look the part of this popular lifestyle, Quiksilver had them decked out head to toe. Even kids in the Midwest who had never seen the Pacific knew that they had to get their hands on this very wavy brand.

Hugo Boss

The film Wall Street took place in the '80s, but finance bros were still making cash hand over fist throughout the '90s. And any player worth his salt was caking in a Hugo Boss suit. The Hugo Boss suits of the '90s weren't as severe as the power-dressing Gordon Gekkos of the '80s, but the brand kept it chic as fuck with turtlenecks, sloped shoulders, and a breezy European vibe. Some shady Nazi business was brought up in the late '90s, which the brand awkwardly dealt with. But before this nasty past stuck in the back of everyone's minds, Hugo Boss was the brand of choice for Wall Street sharks.

Helly Hansen

Helly Hansen was another brand in the '90s that was embraced by the streets because it's technical performance worked so well when it was brick city out. The hip-hop community was quick to embrace the brand, and Helly Hansen, unlike The North Face, reciprocated the love. Soon the brand's H/H logo was everywhere, keeping stylish dudes from Canada to Queens protected from the elements.

Lugz

The brand was launched in 1993 as an obvious copycat of Timberland, but did anyone really care? Rugged boots were a must in the '90s, and the chunkiness of Lugz were the perfect finishing touch on any street look. Since their inception, Lugz had some of the most popular rappers star in their advertising campaigns, a tactic that got the brand on the feet of hip-hop heads across the country.

PNB Nation

PNB Nation doesn't get the credit it deserves as being a pioneering brand that brought together the worlds of hip-hop, graffiti, skating, and all the other subculture that were actually subcultures back in the early '90s. It was started by a motley crew of kids from all over NYC, and the fusion of uptown/downtown along with the Bronx and Brooklyn definitely shone through the clothing. Any creative type in the '90s who was down with East Coast grittiness was rocking PNB, including Ed Lover on the final episode of Yo! MTV Raps in 1995.

Alien Workshop

Alien Workshop was founded in 1990, and never lost the signature strangeness that made it so awesome. When other brands were profiting from skating's massive popularity in the '90s by catering to the lowest common denominator, Alien Workshop stayed committed to its abstract mission and kooky message of paranoia and futurism. Being based out of Ohio certainly helped the brand deviate away from the laid-back California aesthetic that, by the mid and late '90s, had become a packaged commodity that nearly every other brand out there was doing. Alien Workshop helped keep skating weird.

Wu Wear

Wu Wear was as rugged and raw as the hip-hop group that founded and championed the brand. When they weren't rocking all Polo Sport, all Tommy, or all Nautica everything, you could catch most members of Staten Island's finest in the clothes that they slapped their signature W onto workwear that was functional in the streets of Shaolin and the other boroughs. It was just another way for the Wu-Tang Clan to diversify their bonds.

Freshjive

Sure, everyone knew about Stussy and Supreme, but anyone rocking Freshjive automatically got whatever the equivalent of a hood pass is in the skating and surfing world. Started in 1989 by artist Rick Klotz, the brand quickly became known for dealing with touchy subjects like the Israeli-Palestine conflict, animal cruelty, police brutality, and government black-ops. Some heavy shit for a surf and skate brand, but luckily the brand also kept its groovy Cali vibes flowing strong.

Eddie Bauer

There were a few brands that perpetuated the idea of a "classic America" in the '90s, and Eddie Bauer had anyone who fancied himself a timeless outdoorsman covered. Whether you needed some fly rugged workwear or fly fishing gear, or even a Ford Explorer, Eddie Bauer had something for you.

Diesel

Beginning in the late '80s, Diesel positioned itself as a rebellious rock 'n roll brand that had dominated by country by the '90s. Men's jeans had never been sexy, but Diesel's pre-distressed and pre-torn denim changed all that. Any dude seeking a European edginess now knew exactly where to find it. Perhaps even more impressive, Diesel was one of the first mainstream clothing brands to become known more for its marketing campaigns and branding than the actual clothing, and used its advertising to separate itself from the competition's similar products.

Gap

In the '90s, the Gap is where people went to buy simple and reliable basics with no shame. Except for maybe a few fashion-forward or party pieces, one's entire wardrobe could be based off of Gap pieces. From underwear to khakis to the business casual look that prevailed in the '90s, the Gap had you covered. The accessibly priced brand was ubiquitous, and appealed to everyone from suburban families to yuppies to the urban scene.

Coogi

Much like Versace, Coogi made dudes want color and vibrancy in their wardrobe. Admittedly, the Australian brand didn't seem cool when it was the signature look of Bill Cosby, but when an iconic photo of the Notorious B.I.G. rocking Coogi made the cover of The Source, everyone needed to get their hands on the textured sweaters. The sweaters became status symbols in the hood, and anyone rocking one of these was letting it be know he was "living better now, Coogi sweater now."

Gucci

Gucci and wealth were synonymous in the '90s. The playboys of the decade loved the flashiness of the Italian brand, and any aspiring player knew they had made it when they could afford to rock Gucci on the daily. But perhaps even more attention-grabbing than the clothes was the family in-fighting of the Gucci house. While tragic, the family definitely provided some of the greatest entertainment to come out of the fashion industry, not to mention the most ratchet fashion moment of all time.

Starter

Repping your region was paramount in the '90s, and no one helped you put on for your city in better style than Starter. If you thought snapbacks are popular now, just think how crazy it must've been in the decade that Starter had a cap on everyone's dome. And if you didn't have a Starter jacket in your rotation that represented for your city and team, then you probably deserved all the bullying you got.

Airwalk

Whether you just wanted the look or you actually skated, Airwalk was the one brand you needed on your feet. The company was born and bred in skateboarding's home state of Cali, but were an absolute must for skaters of all skill levels across the country. There was a very extensive period in the '90s where, if you weren't rocking Airwalks, you were simply a chump.

Nautica

Before Nautica, no one was aspiring to live that yacht life. But with bright colors and a fresh take on prep, who wouldn't want to dress like an old-money sailing enthusiast? The brand was embraced by hip-hop and urban culture, and, along with brands like Polo and Tommy Hilfiger, meant stodgy white men in Connecticut were dressed similarly to kids in the hood.

Karl Kani

If you didn't own any Karl Kani in the '90s, you were simply a sucker. The designer was one of the first to recognize the star power of rappers, and started seeding his clothes out to some of the biggest names in hip-hop. Tupac told Kani that he was down to support any black-owned enterprise, and soon any fan of hip-hop was seeing Karl Kani on stars like Nas, Biggie, and Puff Daddy. So of course everyone had to cop.

Marithé + François Girbaud

Starting in the early '90s, Marithé + François Girbaud were so beloved by the hip-hop community that Complex was able to put together a long list of rappers referencing the French denim brand that runs throughout the decade and into the 21st century. Sadly, the brand filed for bankruptcy in 2011, but such is the fickle life of '90s fashion.

The North Face

Like other popular outdoors brands of the '90s, The North Face became incredibly popular with consumers that didn't necessarily use the gear as it was originally intended. But brick is brick, and what's good enough for Everest is good enough for the cold winter streets of the decade. The North Face dominated every outerwear trend that the '90s produced-from puffy down to technical snorkels to colorblocked parkas.

Supreme

Supreme found its success in the '90s in a way that was opposite to the big brands and catchy, in-your-face marketing campaigns of the decade. By staying so underground and sticking to its core principles of quality, exclusivity, and rawness, its following quietly built up through the decade and set the foundation for the global phenomenon that it is today. Like the younger, broodier cousin of Stussy, Supreme connected with the downtown hip-hop heads and skaters who didn't know it at the time, but were creating a golden age of NYC that people think of today with nostalgia. And one image that'll always be associated with this era is the Supreme box logo before it was (arguably) the dreaded mark of the hypebeast.

Comme des Garçons

Comme des Garçons Homme launched in 1984, and immediately changed the name of the men's style game. Throughout the '90s, designer Rei Kawakubo challenged any and all notions that previously were thought to be set in stone when it came to men's clothing. Form and color were deconstructed and put back together uniquely, giving guys in the '90s the chance to wildly experiment in ways they never had before. Such is Comme's influence on nearly every designer men's brand since that Cathy Horyn once remarked, "No living designer, with the exception of Azzedine Alaïa, is held in higher esteem by her peers, and none has enriched our spirit in so many original and confounding ways."

Reebok

Adidas may have ruled the '80s thanks to Run-D.M.C., but it was Reebok that made a run at the throne in the '90s. With in-your-face swagger, endorsements from all the right athletes, and the Pumps, Reebok was the sneaker of choice for stylish guys in the '90s. Today the brand is enjoying a resurgence, as streetwear fans are returning to Reebok's styles of the '90s.

Armani

Power suits and power dressing were born in the '80s, but were alive and kickin' in the '90s as well. No brand in the decade besides Armani could say "bawse" while also exuding an Italian non-chalance. After the padded and boxy suits of the '80s, Armani revolutionized the suit game by making the silhouettes more natural and creating an instantly recognizable "Armani look." And by launching the more accessible A/X Armani Exchange in 1991, which was coveted by anyone who thought they had the class to pull it off, Armani was soon ubiquitous in every stylish dude's arsenal.

Versace

If you want to thank a brand for injecting wild patterns, vivid color, and an element of outrageousness into '90s fashion, look no further than Versace. Before his murder in 1997, Gianni Versace created a bright world that celebrated the excess and flamboyance that became signature qualities of the '90s. Versace expanded into a full lifestyle brand that embraced baroque opulence, which is why current day rappers like French Montana and Rick Ross are such fans of the quintessential '90s brand.

Ralph Lauren

We've crowned him the king of menswear before, and Ralph Lauren was definitely holding court in the '90s. Besides launching Polo Sport and developing a lifestyle brand that infiltrated the livelihoods of people of all walks of life, Ralph created a world of "classic America" that grabbed ahold of everyone in the '90s. We all know the tales of Lo Life in the '90s, and frankly, we're not that at all mad at those dudes' obsession.

Timberland

It wasn't even a question whether or not you needed Timberlands in the '90s. For terrible weather, putting in work, or just looking rugged as hell, this was an OG workwear brand that was around for a minute before rappers and millions of fans made these boots a necessity. They appeared in dozens of videos, performances, and lyrics. When Biggie rhymed, "Timbs for my hooligans in Brooklyn," it was a wrap on deciding whether or not you wanted a pair.

Air Jordan

Was any other sneaker more coveted than a crisp pair of Jordans? The brand essentially created sneaker culture as we know it, and was soon clipping the heels of Nike in terms of global domination. The apparel was just as dope as the sneakers, and they became the kicks of choice for celebs and cool kids everywhere. Whether you were balling on the court or aspiring to lead a baller lifestyle these were the shoes you needed if you were tryna be like Mike. And don't lie—everyone was tryna be like Mike in the '90s.

DKNY

DKNY was the spin-off line from Donna Karan, who was looking to design accessibly priced clothing for a younger crowd. The brand's unique silhouettes helped set the standard for the "downtown" look, and the brand was embraced by too-cool cliques of artists and musicians in NYC. And when Biggie raps about your brand in the party anthem "Hypnotize," you're probably set in terms of popularity.

Calvin Klein

From OJ to Bill Clinton, the '90s was a decade that adored controversy. There was no other clothing brand that stirred up as much controversial trouble as Calvin Klein. From plastering incredibly homoerotic imagery on high-exposure billboard to creating the "heroin chic" aesthetic that Bill Clinton called "deplorable," Calvin Klein's brand pissed off all of mainstream America while giving stylish dudes the opportunity to dress in European-esque minimalist clothes that were as chic as they were masculine.

Stussy

Honestly, one of the main reasons Stussy doesn't have a lock on the top spot is because the brand is still so relevant today that there's no nostalgia factor. Streetwear came into its own and became a true force in the '90s, and Stussy is the archetype that nearly every brand has built itself upon if they wanted to succeed. From the graphics and designs to the innovative business practices, Stussy is a true influencer of both the streetwear and the style game. In certain circles, the '90s belonged to Stussy, and if you're not hopping on board the brand's recent resurgence then we just can't co-sign your steez.

Polo Sport

Even though Polo Sport is a diffusion line of Ralph Lauren, it definitely deserves a spot on this list. What began in 1993 quickly became a phenomenon in the streets that was endorsed by Nas, Raekwon, and countless others who rocked the Polo Sport bear and American flag logo with pride. The diffusion line was retired in 1998, but for the years that Polo Sport was around it was a highly coveted brand that, when wearing it, instantly signaled you knew what was up.

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