Fashion is an industry deeply rooted in the ever-changing cultural relevance of trends, as well as in nostalgia and bringing past fashions back into the present.

Right now, we’re seeing just that with the return of the graphic logo tee. Four years ago, Business of Fashion published a fascinating article entitled, “Has Logo Fatigue Reached a Tipping Point?” The article delved into LVMH’s (a luxury conglomerate which owns Louis Vuitton) decision to turn away from their signature monogrammed products because consumers (aside from those in China) had turned away from logos and instead wanted something more unique and understated, but still high-quality. 

Yet now, four years later, we’re seeing more and more people brandishing the Gucci logo on their t-shirts, with "Adidas" written down the side of their pants, and "Supreme" plastered on just about everything else.

I fully attribute this cyclicality to the importance of nostalgia. These recycled trends, whether it’s a Victorian-style corset, a pair of bell-bottomed pants or a logo tee, all evoke a simultaneous sort of novelty, stemming from the updated, “refashioned,” sense of how you style it, and nostalgia, coming from the original object itself.

It’s that nostalgia that pulls you in, reminds you of a certain time and makes you feel instantly connected to the product. And it’s that connection that is crucial to making sales. Rather than trying to come up with something entirely new, it's sometimes better to look to the past instead.

Case in point, the cultural phenomenon of “hipsters” is basically these young people yearning for a past in which they haven’t even lived.  Kids are all of a sudden buying vinyl records and cassette tapes, wearing 80s and 90s style clothing, and watching old cult films. Clearly, nostalgia sells. Therefore, it was only a matter of time before the fashion industry would catch on and cash in.