The 1990s were a defining era in fashion, marked by a cultural shift that embraced rebellion, individuality and effortless cool. From grunge and hip-hop to minimalism and rave culture, the decade gave rise to some of the most memorable fashion moments—and many of the brands that dressed them are still shaping trends today.
Whether you grew up in the 90s or you’re discovering its aesthetic through today’s fashion revival, these iconic 1990s clothing brands helped define the style of a generation. Here’s a look back at the labels that ruled the decade—and why they still matter now.
1. Tommy Hilfiger
Few brands represent 90s Americana more than Tommy Hilfiger. Known for its bold red, white and blue branding, Tommy Hilfiger was embraced by both preppy fashion fans and the hip-hop community, creating a cross-cultural appeal that remains strong today.
Why it mattered:
- Oversized denim and logo-heavy sweatshirts became wardrobe staples.
- Celebrities like Aaliyah, Snoop Dogg and Destiny’s Child frequently wore the brand.
- It captured the spirit of youthful confidence and street-savvy style.
Still relevant today? Absolutely. Tommy’s archive-inspired collections and collaborations with artists and influencers keep the 90s spirit alive.
2. Calvin Klein
In the 1990s, Calvin Klein redefined casual fashion with clean, minimalist designs and sensual advertising. The brand’s denim and underwear collections, in particular, became iconic thanks to unforgettable campaigns starring Kate Moss and Mark Wahlberg.
Why it mattered:
- Minimalism ruled the runway and the street.
- The “CK” logo waistband became a symbol of understated cool.
- Its unisex appeal made it a go-to for both men and women.
Today’s take: Calvin Klein’s focus on clean cuts, denim and underwear continues to resonate with a new generation of style-seekers.
3. FUBU (For Us, By Us)
Launched in New York in 1992, FUBU was a groundbreaking label created for—and by—the hip-hop community. With oversized jerseys, baggy jeans and bold branding, FUBU became a symbol of empowerment and cultural pride.
Why it mattered:
- It gave Black designers and consumers a powerful voice in fashion.
- Popular among rappers like LL Cool J, Nas and Fat Joe.
- Embodied the rise of streetwear as mainstream fashion.
Legacy: Though not as prominent today, FUBU paved the way for countless streetwear brands and is remembered as a key part of 90s fashion history.
4. DKNY (Donna Karan New York)
DKNY captured the energy of New York City and offered stylish, functional pieces for women on the go. Blending high fashion with everyday practicality, it became a go-to label for the modern working woman.
Why it mattered:
- Tailored trousers, blazers and relaxed citywear defined its collections.
- The DKNY logo became a statement on sweatshirts, bags and tees.
- It bridged the gap between luxury and accessibility.
Now: DKNY remains a household name, still offering fashion-forward essentials with a distinctly urban feel.
5. Guess
Known for its glamorous denim ads and curve-hugging styles, Guess was the brand of choice for 90s it-girls. From high-waisted jeans to crop tops, the label brought a sultry edge to everyday fashion.
Why it mattered:
- Supermodels like Claudia Schiffer and Anna Nicole Smith fronted the brand.
- Popularised stonewashed denim, logo belts and bodycon silhouettes.
- Straddled the line between sexy and casual.
Still stylish: Guess continues to rework its 90s classics for a new generation drawn to vintage denim and logo-heavy accessories.
6. Nautica
Nautica was one of several 90s brands that took inspiration from sailing and prep school aesthetics. With its nautical colour palette and sportswear vibe, it became popular across a broad audience, including the hip-hop community.
Why it mattered:
- Introduced sporty, water-resistant outerwear into everyday fashion.
- Embraced oversized fits and bold colour blocking.
- Merged performance wear with streetwear styling.
Modern revival: Nautica is experiencing a resurgence through vintage collectors and 90s enthusiasts.
7. Champion
Though originally known for athletic wear, Champion became a 90s streetwear staple thanks to its heavyweight hoodies and sweatshirts. Its iconic “C” logo was simple, recognisable and everywhere.
Why it mattered:
- Embodied the comfort-driven, laid-back style of the decade.
- Worn by skaters, athletes and hip-hop fans alike.
- Set the foundation for today’s athleisure trend.
Back in style: Champion has fully re-emerged as a fashion-forward brand, often collaborating with high-end labels like Supreme and Off-White.
8. Reebok
Reebok was a major player in 90s sportswear, especially in the realms of basketball, aerobics and hip-hop. With bold colourways and chunky silhouettes, its trainers were must-haves for sneakerheads of the era.
Why it mattered:
- Classic silhouettes like the Reebok Pump and Club C gained cult status.
- Worn by athletes, dancers and style icons.
- Blended function with flashy style.
Still trending: Reebok’s archive reissues continue to thrive in today’s retro trainer market.
9. The North Face
While now known globally for technical outerwear, The North Face was adopted in the 90s by New York’s streetwear scene, especially within the hip-hop community. Puffers, fleeces and windbreakers were reworked into stylish, status-driven street looks.
Why it mattered:
- Combined extreme weather performance with street cred.
- Became a symbol of urban survival and identity.
- Collaborated early on with subcultures before entering the mainstream.
Today: A key player in the fashion-tech crossover, thanks to collaborations with Supreme and Gucci.
10. Umbro
Umbro, a British brand best known for football kits, unexpectedly became a 90s fashion trend beyond the pitch. Its sporty shorts, tracksuits and training tops were adopted into rave culture and streetwear scenes alike.
Why it mattered:
- Functional and fashion-forward at a time when sportswear was booming.
- Loved for its logo-heavy designs and unisex appeal.
- Affordable and widely available.
Modern impact: Umbro’s vintage football kits and retro graphics have returned in limited drops and collaborations.
Final Thoughts
The 1990s were more than just a decade of bold logos and baggy jeans—they represented a shift in how fashion was consumed, worn and interpreted. These iconic 90s clothing brands helped blur the lines between subculture and mainstream, function and fashion, streetwear and luxury.
Today, with the 90s revival in full swing, brands like Tommy Hilfiger, Calvin Klein, Champion and The North Face are once again wardrobe staples. Whether you’re rediscovering them or wearing them for the first time, these labels remind us that great style truly never goes out of fashion.
