The revival of 90s fashion is in full swing, and Gen Z is leading the charge. From bucket hats to baggy jeans, what was once retro is now revolutionary again. In malls, on TikTok, and in the streets of Johannesburg and Pretoria, young South Africans are breathing new life into vintage looks.
The 90s Fashion Comeback: A Local View
90s fashion has made a striking comeback in South Africa. Gen Z consumers are embracing bold prints, denim-on-denim, and oversized silhouettes. According to a 2025 report by Statista South Africa, second-hand clothing sales have surged by 31% over the past two years, driven largely by fashion-conscious youth in urban provinces like Gauteng.
Why Gen Z is Reimagining the 90s
Gen Z was born after the 90s, yet they feel deeply connected to the era. Why? It represents authenticity, rebellion, and a slower pre-digital world. In contrast to fast fashion, the 90s style allows self-expression through layering, colour blocking, and thrift finds.
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Vintage Meets Sustainability
One key reason Gen Z champions 90s fashion is sustainability. Vintage and second-hand shopping reduce waste and promote circular fashion. Many Johannesburg youth now thrift from stores in Braamfontein and online platforms like Yaga and Thrift My Wardrobe.
90s Fashion Trends That Are Back
These styles are dominating Gauteng streets and social media feeds:
- Baggy jeans and cargo pants – popular for comfort and street appeal
- Crop tops and baby tees – paired with high-waisted bottoms
- Windbreakers and oversized denim jackets – practical and trendy
- Bucket hats and scrunchies – nostalgic accessories
- Platform sneakers and Doc Martens – a footwear favourite
TikTok and Instagram: The Digital Runway
Platforms like TikTok and Instagram fuel the revival. Influencers use hashtags like #90sFashion and #ThriftedFits to showcase their unique looks. Gen Z creators such as @kayleekhoza and @thriftwithmusa have built followings by mixing vintage pieces with modern trends.
Local Celebrities Embracing the Trend
South African stars are also driving the trend. Musician Uncle Waffles often sports baggy cargo pants and cropped tops staples of the ’90s look. Fashion-forward celebs like Mihlali Ndamase and Rich Mnisi blend retro styles with high fashion.
Where to Find 90s Fashion in Gauteng
Gauteng offers plenty of spots for 90s fashion hunters:
- Downtown Jozi’s thrift markets like The Playground in Braamfontein
- Melville and Maboneng for boutique vintage stores
- Online platforms: Yaga, Instagram thrift accounts, Facebook Marketplace
Local sellers report increasing demand from university students and young professionals.
The Genderless Appeal of 90s Style
Another reason Gen Z connects with 90s fashion is its fluidity. The decade embraced unisex fashion—oversized shirts, loose trousers, and neutral palettes. This fits Gen Z’s progressive stance on gender identity and personal style.
The Role of Pop Culture Nostalgia
Television and music from the 90s are trending again. Shows like Friends and The Fresh Prince of Bel-Air are back on Netflix. Music from artists like Aaliyah and Nirvana features heavily in Spotify playlists. This nostalgia reinforces the fashion comeback.
Gen Z Isn’t Copying—They’re Innovating
While inspired by the 90s, Gen Z adds modern touches. They might pair vintage jeans with contemporary sneakers or layer a thrifted tee with branded streetwear. The look is not just copied—it’s curated.
Fashion Retailers Respond to the Trend
Major brands are adapting. Cotton On and The Fix have launched retro collections, including baggy pants, graphic tees, and acid-wash denim. According to Retail Brief Africa, sales of 90s-inspired items have grown by over 25% in the last year.
South Africa’s Youth and Identity Through Fashion
Gen Z uses fashion as a cultural and personal statement. In a time of social change, 90s fashion offers a bold, expressive language. It signals resistance to conformity, love for the planet, and pride in creativity.
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What This Means for South African Fashion
This revival isn’t just a phase—it’s shaping how fashion is made, marketed, and consumed. Designers now focus more on quality, durability, and unique style. Expect to see more thrift-inspired collections on local runways.
FAQs: 90s Fashion and Gen Z
Why is 90s fashion popular again?
It offers comfort, individuality, and aligns with Gen Z’s sustainability values.
Where can I buy 90s-style clothes in Gauteng?
Try Braamfontein markets, Melville vintage shops, or Yaga online.
What are the key 90s pieces Gen Z loves?
Baggy jeans, crop tops, windbreakers, bucket hats, and platforms.
Is this trend global or local?
Both. While it’s global, South Africa has a unique take that blends local flair.
Will 90s fashion last?
Trends fade, but this movement is redefining youth fashion and identity. It’s likely to evolve, not disappear.
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Gen Z’s revival of 90s fashion is more than a style statement. It’s a cultural, environmental, and digital phenomenon. As young South Africans continue to blend retro with now, they’re proving that good style—like good music—never really goes out of fashion.
