Name: Roma NYC Apple Sneaker
Brand: Puma
Price: 80.00 USD

Ah, the early 2000s, an era characterized by flips phones, dial-up internet, tabloids, and, of course, memorable fashion. That moment in fashion surpassed trends to create

iconic

styles still instantly recognizable to this day—Juicy Couture tracksuits, Von Dutch trucker hats. The

trends

of the era crept in by way of handbags, too—the Fendi baguette, the Dior saddle—and have since been emulated by Kim Kardashian’s velour ensembles at

Skims

and terry-cloth separates just about everywhere. Though this is a common trajectory for the fashion system, you don’t often see the original brands themselves making a comeback alongside the trends. So, we wondered, why are the early aughts so relevant today?

For Juicy Couture’s 25th anniversary (feel old yet?), the brand is releasing a capsule collection paying homage to the brand’s most iconic styles, which all seem exceedingly relevant to our current lifestyles. Alexandra Taylor, SVP of marketing of Authentic Brands Group, who has worked with Juicy Couture for eight years, explains that “in the early 2000s, comfort was king, with the rise of modern athleisure and the evolving dynamic between fashion and function,” two words that seem to correspond today, much more than they have in prior years. So many of the era’s styles are rooted in function and comfort: a Juicy Couture tracksuit, a Puma sneaker, a Prada nylon bag.

Online resale platform Vestiaire Collective has seen a surge in Y2K-era vintage styles, with a +197 percent increase in sales of

Nike Air Force 1s

over the last year, and a +100 percent increase in searches for the iconic

Louis Vuitton x Murakami

collection at the height of quarantine this summer. Celebrities and influencers like Bella Hadid, Rihanna, and Sofia Richie have ushered in the trend, posing as the modern Hollywood “it” girl equivalents to the OGs: Lindsay, Paris, and Britney.

The mention of those names along with the decade’s style inevitably conjures up a hefty amount of nostalgia. “It’s definitely a big reason, especially for many of us that weren’t able to embrace certain trends as young teenagers,” explains Alice Hebrard Lemaire, Vestiaire Collective’s head of vintage. “Those that are now in their early 30s have enough disposable income and no parental figures to tell them they're not allowed to wear something they loved when they were young.”

General manager of Von Dutch Ed Goldman, who signed on to reinvent Von Dutch for the modern age, says that the majority of their sales come from those aged 12 to 24 years old. “I think it has a lot to do with what's happening in today’s climate, and COVID is definitely part of it. We’re reaching out to a time where things were a little bit better, maybe when these kids’ parents were enjoying that lifestyle a little more and were less concerned about forces in the marketplace, economic forces. It’s an outlet for enjoying life.”

The garments themselves challenge what’s considered “tasteful” in fashion, almost mirroring the anti-establishment vibes of the punk movement. Celebs who are known for shattering the norms of their industry, from

Megan Thee Stallion

Travis Scott

, have signed on. “It’s just an era that goes against common-sense fast fashion, for lack of a better word, and I think that’s something that’s exciting,” posits Goldman.

Well, channel your inner Paris Hilton, throw on a velour tracksuit, and grab your baguette because it seems the trend is here to stay. Here are all the brands we knew and loved relaunching your favorite heritage styles.

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