Iconic sports models of clothing and footwear today arouse nostalgia among the older generations. Younger generations have a desire for authenticity and storytelling, so reissues of this clothing and footwear are always current. Retro moment is always present in global fashion trends especially for sportswear and footwear. Trends in re-publishing iconic models happen through collaborations with established designers and extracting forgotten stories from the archive. Lotto is a sports company worn by the world’s greatest athletes in the 1990s (tennis player Martina Navratilova in 1994). Today’s retro models of this sports company are current again among millennials. In 2018, the British fashion sports brand Umbro created the retro collection “Unforgotten” in honor of the World Cup in Russia. When the British brand Umbro was supposed to wear all 16 national teams in 1966 (for the World Cup in England), no agreement was reached with the USSR. The design for the Russian team is falling into oblivion. The new lifestyle line was 2018 in the colors of the Russian flag (red, white, blue).
The British brand Umbro with men’s models and clothes takes people back to the beginning of the millennium (2000) when football legend David Beckham played for Manchester United in a Umbra sports jersey. Lotto has also been inspired by times gone by. For months, they researched the archival material of the Lotto brand, which resulted in the “capsule” collection 2018 with 28 models. These models impeccably maintain the values and heritage of this Italian fashion company. The famous Karl Lagerfeld also launched T-shirts and bags for Fendi in 2018, inspired by the logo of the sports brand Fila. http://www.karl.com
In 2015, the trend of re-issuing iconic brands appears very cautiously. It was a way to examine the market a bit regarding retro models of clothes and shoes. For example, after a full 54 years in the Adidas Originals line, Adidas has re-launched Stan Smith sneakers (named after an American tennis player). These sneakers were presented to the public back in 1961.
Stan Smith is a famous American tennis player. For his generation, Stan was a sports icon. His name is synonymous with the model of sneakers for millennials. The estimated sales units were around 30,000 pieces, although in just one year, this model sold more than a million copies. So Adidas applied the same recipe to other iconic models (Superstar and Gazzelle).
George Michael and Andrew Ridgeley from the pop music group “Wham” wore casual Phil sets at their performances in the 1980s (1983). Today, this sporty aesthetic is part of high fashion. This is evidenced by the collaboration of the brand Fila and Fendi (autumn collection 2018). Other brands of sportswear and footwear also looked into the archives. That same year, Nike launched a reissue of the Classic Cortez sneakers that were designed in 1972 as a running model. They become globally popular when American actress Farrah Fawcett shoots the scene riding a skateboard in one episode of “Charlie’s Angels” wearing these sneakers. Reebok, in collaboration with Gigi Hadid, used its collections from the 80s. This trend of retro editions is continued by Phil, Diadora, Ellesse, Kappa. This is how Gosha Rubchinski’s collaboration 2017 with the Italian brand Kappa is happening. For many of these companies, the appearance of retro editions is the perfect way to tell the history of their company and their role on the fashion scene. Retro editions have proven to work equally well with people who once wore / used these items and with new and younger consumers meeting cult models for the first time. With retro models, new generations gain a sense of value that is not exclusively material because they do not want the dictates of trends but a product with a story.