Why Do The '90s Never Go Out Of Style?

Are you as obsessed with the ’90s as the fashion world? The decade, which is enjoying a renaissance moment right now, never seems to go out of style. Now, a new pop-up in New York’s East Village has opened to give you all the nostalgic feels and fashion.

Two stylists, Amanda Dolan and Meagan Colby, of SPARK PRETTY met while working at Betsy Johnson. They soon became best friends, bonding over their love of all things ’90s. “We had so much in common. I left Betsy Johnson and started selling vintage stuff online, and as I grew, I realized I needed a business partner. Who else but [my] best friend? SPARK PRETTY took off. It happened organically and felt so right,” says Dolan.

So why is the fashion world so enamored with the ’90s? Colby has some ideas. “Trends recycle every 20 years. But also, times are pretty gruesome right now and people are hungry for a simpler time. The ’90s were pre-digital, right? No one had cell phones or social media. Grunge was a thing, which lead to this notion of being yourself, and being real. Today, being real is associated with being fake real,” says Colby touching on the proliferation of fake news, and reality TV presenting a curated version of reality that everyone aspires to, even with the knowledge that what you see isn’t necessarily authentic.

Colby adds that the ’90s were just fun. “Trends popular in the ’90s [include] neon pink, neon green, tie-dye, smiley faces. The decadence of the ’80s went out the window.”

At the SPARK PRETTY pop-up, expect to find a choice selection of ultra-curated ’90s gear. The walls are covered in posters (some from the girls’ actual ’90s bedrooms) with images of Pamela Anderson in her Baywatch bathing suit, the 90210 gang, Justin Timberlake from his N’ Sync days, and the Spice Girls. Says Dolan, “We’re both pop-culture nerds and the ’90s were so saturated with music stores, posters, collectibles. Also, you know, the ’90s were our time.”

Stepping into the pop-up, you feel transported to the ’90s, with racks and racks of vintage t-shirts, lycra club wear, cow print, neon everything, fanny packs, and colorful bikinis. Some items not to miss include a 90201 jacket, clock purses, Budweiser gear, Miami Vice Hawaiian shirts, and the red dress Cassandra (played by Tia Carrere) wore in Wayne’s World.

The girls also adore their collection of Tony Alamo jean jackets, spray-painted with whimsical icons, and bedazzled in true maximalist fashion.

Finally, emerging designer Tom Knight is selling his ’90s inspired designs (that include t-shirts, jackets, and a corset mini-dress) at the pop-up alongside the girls.

When asked on how to incorporate ’90s vintage into your modern wardrobe, Dolan says, “Mix prints and wear lots of color.”

Colby adds, “A good place to start is with a classic vintage t-shirt. Also, just be yourself. Or if you’re really boring, try on someone else.”

’90s Forever – Summer Break Edition
A Pop-Up Shop by SPARK PRETTY

May 4 through May 30 (closed Mondays)

333 East 9th Street New York, NY
(Between 1st & 2nd Ave)

12 p.m. to 9 p.m. daily
SPARK PRETTY launches pop-ups throughout the year in New York, and can be found at the Manhattan Vintage Show.

About the author

Jill Di Donato

Fashion Editor

Jill is a New York native who holds a BA in Literature from Barnard College, and an MFA in writing from Columbia University. She is the author of the novel Beautiful Garbage (She Writes Press, 2013) about the downtown Manhattan art and fashion scene in the 1980s. A former staff writer for The Huffington Post and Bustle, Jill comes to Culture Trip after working with Refinery 29, Vice, Salon, Paste Style, Los Angeles Times, Nylon, Shopify, Autre, and producing content for emerging fashion labels. She teaches classes about fashion and culture at Barnard College and The Fashion Institute of Technology. Her prized possessions are her Gucci fanny pack, vintage rocker t-shirts, and her grandmother's collection of costume jewelry. She's always on the lookout for a gem-encrusted turban.