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🕛 What is Y2K fashion and what does it look like today?

PLUS: YEEZY & Supreme drops

shaan

Oct 1, 2021

Welcome to issue #044. How about a little nostalgia today? We're bringing back the early 2000s in this issue for a very important reason. What started off as a TikTok fashion trend has blown up into a resurgence of Y2K fashion and early 2000s style. Those born in the late '90s will understand how hilarious this is.

Remember Juicy Couture? Cardigans? Or what about bucket hats? Yup. They're all a thing again. And we'll dive into how we got here and what Y2K fashion is looking like today.

contents:

brand of the week
what is y2k fashion?
what’s in my closet
threads
what’s on the coffee table
aesthetically pleasing
upcoming product drops

interested in advertising? click here

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304 CLOTHING

What started in a small apartment in Budenburg, UK in 2012 to now having exclusive lines with major retailers like ASOS and Namshi, 304 Clothing combines contemporary designs with unique streetwear. The self-made brand has created a unique niche in UK streetwear that has people buzzing about their designs, fits, and comfort.

And they have a ton of different items you could check out. From things like day bags to custom streetwear, accessories for your dog, and even a running club… you’ll really appreciate the craftsmanship and effort that was put into 304 Clothing as an inclusive community.

Check em' out →

HOW DID WE GET HERE?

In the thick of the pandemic, you could say that Gen Z ignited the early 2000s fashion trend last year. And part of that may be true thanks to social media. But I'd say apps like Depop and Etsy have helped the Y2K aesthetic go mainstream again. And that's because Gen Z's and Millennials alike have turned to vintage-inspired fashion as a form of escapism and comfort from the pandemic. Study's have shown that Millennials are typically risk-averse, and it makes sense that during a time of crisis we went to what was comfortable and what we knew best. And if you also tap the entrepreneurial bug that Gen Z is famously known for, you get a slew of retro Y2K looks selling all over platforms like Depop ad Etsy.

But it doesn't just stop there. TikTok has changed how we consume music. Have you ever perused through the app and hear all these crazy mash-ups? You're hearing songs reappear from signature pop culture moments. I mean... there have been mashups of Justin Timberlake, Promiscuous by Nelly Furtado... I even heard Lean With It, Rock With It a few times. TV shows like Sex and the City are having impacts too. Carrie Bradshaw made the Dior saddlebag famous for women. And Dua Lipa has brought it back in style.

And who the heck are we to forget about Britney Spears. The #freebritney movement has run rampant and doesn't seem to be slowing down anytime soon. And so are her Y2K styles. Like low-rise jeans, crop tops, bandanas, and more.

WHAT IS Y2K FASHION TODAY, ANYWAYS?

It's definitely got a twist. I'd say even futuristic. Red carpet Y2K looks I've seen have sort of meshed together today's tech obsession and streetwear with a sprinkle of color and simplicity.

And it's all built on the basics from your closet. T-Shirts, baguette bags (shoulder bags), hoodies, and more. Brands like Versace have taken note and played into the fanfare creating unique Y2K fashion trend looks that scream Paris Hilton and Kim Kardashian.

Here are some of the few best Y2K looks from their SS20 show:

🧵 Crewneck sweater → Maison Kitsuné was created in 2002 by creative duo Gildas Loaëc and Masaya Kuroki, and has a full range of both men’s and womenswear including T-shirts, sweatshirts, sweaters, and more.

🧢 Grey cap → Palm Angels is a fashion label that aims to bridge the gap between luxury and streetwear with its California-inspired range of tees, hoodies, tracksuits, jackets, punk tartans, accessories, and more.

👕 Ivory tee → DEVÁ STATES is well known for its graphics, colors, and textures. It is a T-shirt brand founded by Theo Kusuma and Mol Edrin in Indonesia in December 2015.

A never-before-sold Basquiat 'Warrior' to fetch millions at auction [READ MORE HERE]
The cheap trick of luxury collaborating with itself [READ MORE HERE]
Banksy's former art dealer to open a new brick-and-mortar [READ MORE HERE]
R. Kelly found guilty of sex trafficking and racketeering, now faces life in prison [READ MORE HERE]

Tabletop firepit → Enhance the ambiance in your space with a warm and inviting fire you can enjoy anytime and anywhere.

Vinyl art toy → I donut care (spooky edition) by Abell Octovan.

The Adidas archive → Presents the first visual review of the Adidas shoe through more than 350 models including never-before-seen prototypes and one-of-a-kind originals.