Bell bottoms, 90’s shows, even mullets. Whether you’re scrolling through Instagram or strolling through the park, it’s clear vintage is back. This recent boom in pop culture staples from the ‘60s through Y2K is thanks to social media which has sped up the typical trend cycle. Old is in, and brands are jumping on the bandwagon.
Exhibit A: Pit Viper. An eyewear company known for its outrageous branding, Pit Viper’s entire online experience is modeled after the early days of the internet. Not to mention, requests for sponsorships can only be submitted via VHS tape.
Then, there’s Polaroid. While the product itself is a blast from the past, the instant-film camera company’s 2017 rebranding brought back the iconic rainbow color spectrum, typography and ‘70s graphics.
While some love to see retro resurface, others wonder if this signals the end of originality. We don’t think that’s the case. Every refresh today is influenced by the modern context of its creators, and so, the final product is a hybrid, not an exact replica. It’s also worth noting that plenty of work exists outside of what’s popular. The creativity ecosystem is expansive, and we think there’s plenty of room for classics, comebacks and avant-garde ideas to coexist.