Gen Z says the ’90s were peak style—and these are the brands that prove it

Style-setters and social media influencers have been shouting it all over the internet: the ’90s are back. But does the data agree? YouGov surveyed 1,252 Americans to find out which decade each generation thinks is most fashionable—and which brands are the ultimate ’90s icons.

Gen Z and Millennials say the ’90s are all that—but Boomers still love the ’80s

From crop tops and cargo pants to butterfly clips and bomber jackets, ’90s fashion has made a full-circle comeback. For younger Americans, that’s not just nostalgia—it’s aspirational. According to YouGov data, 65% of Gen Z and 61% of Millennials say the ’90s were fashionable, more than any other decade.

For Gen Zers—born after the Backstreet Boys and before TikTok—it’s especially striking. Their ’90s fashion crush is more imagined than remembered, built from reruns of Friends, thrift hauls, and Y2K-core Pinterest boards

Meanwhile, Gen X and Baby Boomers are more likely to favor the flash of the ’80s, with shoulder pads, neon windbreakers, and big hair reigning supreme. Over half of Gen X (58%) and Boomers (56%) say the 1980s were fashionable—slightly edging out the ’90s in their view.

Interestingly, Gen Z is more into every recent decade than their older counterparts, seeing more fashion value in the 2000s, 2010s, and even the 2020s—suggesting a broader acceptance of fluid, eclectic style.

Levi’s, Tommy, and Calvin are still giving '90s

When asked which brands Americans most associate with the 1990s, Levi’s comes out on top, with 67% of respondents saying the iconic denim brand feels tied to the era. That’s hardly surprising—Levi’s jeans were practically a uniform in the ‘90s, worn in oversized silhouettes, high waists, or paired with crop tops and attitude. The brand has maintained its relevance while still owning that vintage cool factor.

Old Navy also makes a strong showing, with 64% of Americans connecting it to the decade of dial-up and Discmen. Its bright logo tees, fleeces, and affordable staples were must-haves for anyone growing up in that time.

Tommy Hilfiger, a symbol of all-American style with bold logos and iconic campaigns featuring Aaliyah and Destiny’s Child, is associated with the 1990s by 63% of Americans.

Likewise, Calvin Klein, known for its minimalist underwear ads and clean-cut fashion, ties with Tommy at 63%. Meanwhile, adidas rounds out the top five at 62%, thanks to its ubiquitous track suits and classic sneakers.

Looking closer at generational differences reveals even more flavor. Millennials, who actually came of age in the ’90s, are more likely than others to connect brands like Tommy Hilfiger, Calvin Klein, and Claire’s—a mall-rat rite of passage—to that era. Sixty percent of Millennials say Claire’s is a’90s brand, compared to just 43% of Gen Z

Gen Z, however, brings a different lens. Though they didn’t experience the ’90s firsthand, they’re reinterpreting it through vintage filters and social media. They’re more likely than any other group to associate Steve Madden with the 1990s—45% of Gen Z identifies the chunky-soled brand with the decade, compared to just 30% of Gen X. This generation also links brands like FILA and American Eagle with the ‘90s, reflecting their love of sporty and mall-core aesthetics.

In contrast, Gen Z is less likely to identify Timberland and Oakley as ’90s brands, suggesting that either those brands have faded from relevance for them—or they’ve been absorbed into a more modern style rotation without carrying the same retro label.

The verdict: the ’90s are back—and Gen Z is leading the revival

Fashion is cyclical, and no decade proves that better than the ’90s. With wide generational love—and major support from younger consumers—the era of flannel shirts, mom jeans, and minimalist logos is not just back, it’s booming. Whether it’s through thrifting, brand revivals, or runway remixes, Gen Z is bringing the ’90s into the now.

Methodology: YouGov Surveys: Serviced polled 1,252 US adults between March 25–28, 2025. Data is weighted by age, gender, race, education, and region to be nationally representative. “Fashionable” ratings are based on the combined percentage of respondents who selected “very fashionable” or “somewhat fashionable” for each decade. Brand association figures are rebased to exclude “don’t know” responses.