From Gym Class to Runway: 11 ‘Awkward’ Brands That Became Street Style Royalty

Fashion, as we all know, is a wild and wonderful roller coaster ride. Trends come, trends go, and then, sometimes, they come roaring back with a vengeance! It’s like watching your favorite childhood movie get a modern reboot—sometimes it works brilliantly, and sometimes it makes you wonder why they bothered. But when it works, oh boy, does it work!

We’re talking about those brands that, let’s be honest, seemed destined for the retail graveyard. Maybe they peaked a little too hard in one era, or perhaps they were always just a bit… niche. Yet, against all odds, they’ve clawed their way back, not just to relevance, but to outright dominance as street style favorites. From high school gym classes to celebrity Instagram posts, these brands are proving that fashion truly is cyclical, and a little bit of unexpectedness can go a long way.

The magic formula for these “comeback kids” often boils down to a perfect blend of timing, genuine authenticity, and a deep understanding of what made them special in the first place. They’ve managed to tap into both nostalgic millennials and style-conscious Gen Z shoppers, making their pieces feel both familiar and fresh. So, buckle up, because we’re about to take a deep dive into six brands that absolutely owned their second act in the spotlight.

“Chm0003 Champion Reverse Weave Sweatshirt” by plain-me select shop 男裝世界 is licensed under CC BY-NC-SA 2.0

1. **Champion**

For decades, Champion was the unsung hero of school sports and bargain bins. It was the brand your gym teacher swore by, the one you grabbed for a comfy, no-fuss hoodie that wouldn’t break the bank. We’re talking about the go-to for high school gym classes and discount athletic wear, a staple that was more about function than high fashion. It felt like a loyal, if somewhat predictable, friend in your wardrobe, far removed from the glitz and glamour of designer labels.

Then, something truly remarkable happened. Luxury fashion, with its ever-watchful eye for the next big thing, embraced Champion’s reverse-weave hoodies. This wasn’t just a casual nod; it was a full-blown love affair. Suddenly, collaborations with streetwear labels and high-end designers transformed Champion from those reliable bargain-bin basics into absolute must-have fashion statements. It was a pivot that few saw coming, but one that resonated deeply with a new generation.

The transformation was swift and undeniable. You’d now find Champion pieces selling for hundreds of dollars in boutiques that, just a few years prior, wouldn’t have even considered stocking the brand. This wasn’t just about slapping a logo on something; it was about recognizing the inherent quality and authentic heritage Champion brought to the table. The brand’s durability and classic design suddenly became its greatest assets in a world craving realness.

This comeback proved that sometimes, the most authentic pieces don’t need to be invented; they just need to be rediscovered and recontextualized. Champion seamlessly transitioned from athletic wear to a symbol of effortless cool, demonstrating that true style often begins with comfort and confidence, making it a beloved street style staple once again. It truly owned its unexpected ascension.

“Fila” by Waterford_Man is licensed under CC BY 2.0

2. **Fila**

Remember Fila? For a while there, this Italian sportswear company nearly vanished from the American consciousness. It felt like a relic from a bygone era, perhaps something you’d stumble upon in a dusty vintage shop, but certainly not a brand leading the charge in contemporary fashion. Its presence had faded, leaving many to wonder if it would ever return to its former glory or simply become a fond memory for those who grew up with it.

But then, the irresistible forces of hip-hop culture and burgeoning retro sneaker trends brought Fila roaring back to life. Suddenly, its chunky Disruptor sneakers, which some might have initially called “ugly,” became one of the most popular shoes of the late 2010s. This wasn’t just a shoe; it was a statement, proving definitively that sometimes, in the world of fashion, ugly can indeed be beautifully disruptive. It captured attention and sparked conversations in an industry always seeking the next viral hit.

Fila successfully repositioned itself from a forgotten athletic wear brand to trendy streetwear, masterfully appealing to both nostalgic millennials yearning for a taste of their youth and style-conscious Gen Z shoppers eager for fresh, bold aesthetics. The brand’s distinctive logo and vintage vibe suddenly felt incredibly current, embodying a cool factor that transcended generations. It was a brilliant move, connecting past with present in a powerful way.

The brand’s resurgence wasn’t just about sneakers; it was about a broader cultural re-engagement. Fila tapped into a collective desire for authenticity and a playful defiance of conventional beauty standards, making its comeback a masterclass in adapting heritage for a new age. Its journey from obscurity to a global streetwear sensation cemented its place as a true comeback kid, proving its enduring appeal.

3. **Juicy Couture*

Ah, Juicy Couture. For many, the very name conjures images of velour tracksuits, flip phones, and a very specific early 2000s aesthetic that, for a time, seemed to define an entire generation’s fashion sense. It was an empire, a symbol of playful luxury, but like many trends that burn brightly, it eventually faded, seemingly dead and buried in the archives of fashion history. It felt like a chapter definitively closed, never to be reopened.

But you know how pop culture works! Celebrities like Paris Hilton, one of the original Y2K icons, began sporting vintage Juicy pieces on social media, and just like that, a spark ignited. Younger consumers, who perhaps missed the original trend, found themselves intrigued by the vibrant, unapologetic style. It wasn’t just fashion; it was a nostalgic nod to a simpler, more overtly glamorous time, repackaged for a new digital age.

Juicy’s comeback strategy was clever, focusing on limited drops and high-profile collaborations rather than trying to recapture its former ubiquity. This approach created an aura of exclusivity and desire, making each new release feel like a special event. It successfully tapped into the current trend of vintage appreciation, giving its iconic designs a fresh lease on life without diluting their original charm.

The brand’s return proved that sometimes, all a beloved aesthetic needs is the right moment and the right influencers to bring it back into the spotlight. Juicy Couture didn’t just return; it re-entered the scene with a knowing wink, becoming a vibrant, fun, and highly coveted part of the modern streetwear conversation, proving its velour magic was far from over.

“Von Dutch” by Edward Allen Lim is licensed under CC BY 2.0

4. **Von Dutch**

Trucker hats, low-rise jeans, and an era saturated with celebrity paparazzi shots—that was the mid-2000s, and Von Dutch was right at the heart of it. The brand’s distinctive logo and celebrity endorsements made it a must-have accessory, but its meteoric rise was matched by an equally swift disappearance. It became a fashion flash-in-the-pan, a cautionary tale of trends that burn too bright, too fast. For years, it was a brand people barely remembered, or perhaps remembered with a cringe.

Yet, recent years have seen a truly surprising resurgence for Von Dutch. Much like Juicy Couture, its revival was sparked by a new wave of celebrity endorsement, with stars like Bella Hadid and Addison Rae being spotted in vintage Von Dutch pieces. This created a sudden, unexpected demand among a younger demographic who weren’t even alive during the brand’s original heyday. It was a testament to the power of retro appeal, regardless of original context.

The company smartly responded to this renewed interest by launching new collections. These designs skillfully captured the irreverent spirit of the original brand while simultaneously updating aesthetics for modern tastes. It wasn’t about simply re-releasing old products; it was about reinterpreting them, ensuring they felt relevant and fresh for today’s fashion-forward consumers. This strategic move was crucial for its sustained success.

Von Dutch’s comeback highlights how powerful a distinctive, albeit polarizing, aesthetic can be. It proves that even brands associated with specific, sometimes questionable, past trends can find a new audience when presented with authenticity and a touch of modern flair. The brand successfully transitioned from a forgotten fad to a coveted piece of streetwear, proving its unique appeal.

5. **Ed Hardy**

Christian Audigier’s tattoo-inspired fashion line, Ed Hardy, was an absolute phenomenon in the mid-2000s. You couldn’t walk down a street without seeing its bold, graphic designs emblazoned on everything from t-shirts to tracksuits. However, its ubiquity eventually led to it becoming synonymous with questionable taste and reality TV stars, pushing it into the realm of fashion faux pas and ultimately, oblivion. It was a brand that, for many, evoked more embarrassment than admiration.

The path back for Ed Hardy has been a slow and deliberate climb, a careful process of rebuilding its image. This has been achieved through strategic collaborations and a more refined aesthetic, one that manages to maintain its edgy, tattoo-inspired roots without succumbing to the mass-market saturation that originally tarnished its reputation. It’s a delicate balance, but one they are increasingly mastering.

Ed Hardy’s comeback heavily relies on smart nostalgia marketing and limited-edition releases. By creating scarcity and appealing to those who fondly remember its early days (or those discovering its aesthetic for the first time), the brand has avoided the pitfalls of its past. This carefully controlled release strategy allows it to maintain a sense of exclusivity and quality, elevating its perception in the market.

The brand’s resurgence demonstrates that even the most derided fashion trends can find redemption. By shedding its previous associations and focusing on craftsmanship and strategic partnerships, Ed Hardy has proven that its distinctive aesthetic still holds power. It’s a testament to the enduring appeal of bold, artistic expression, re-contextualized for a more discerning, street-savvy audience.

6. **Ellesse**

Alright, let’s talk Ellesse! If you were around in the 70s or just have an eagle eye for vintage finds, you’d know this Italian tennis and ski brand was once quite the hotshot. But, like many brands that peaked in a particular era, it eventually seemed destined for the quiet corners of vintage shops, a relic from a time when vibrant track jackets ruled the slopes and courts. For a while, it was a brand whispered about by retro enthusiasts, not shouted about in mainstream fashion.

Then, the universe (or, you know, fashion trends) decided that retro sportswear was officially back in style, and Ellesse was perfectly positioned for its grand return. Its colorful track jackets and distinctive logo suddenly became catnip for fashion influencers. They were all on the hunt for authentic vintage athletic pieces, and Ellesse delivered that old-school cool without even trying too hard. It was truly a perfect storm of timing and inherent style.

Ellesse wasn’t just resting on its laurels; it smartly capitalized on this renewed interest. The brand started reissuing its classic designs, bringing back those beloved silhouettes and bold color palettes that made it famous in the first place. But they also got busy creating new pieces that perfectly maintained that original, vibrant aesthetic, ensuring they felt fresh and relevant for today’s market while still honoring their roots.

It’s a beautiful example of how a brand can stay true to itself, yet still evolve to meet modern demands. Ellesse perfectly blended nostalgia with contemporary flair, making it an absolute must-have for anyone looking to add a splash of retro charm and undeniable athletic cool to their wardrobe. Talk about a glow-up!

“Seattle Mariners Starter jacket from the ’90s” by m01229 is licensed under CC BY 2.0

7. **Starter**

Who remembers Starter jackets? If you grew up in the 90s, these satin beauties with their bold team logos were *everything*. Starter was the undisputed king of sports apparel, dominating playgrounds and pop culture alike with its iconic team gear. But as trends shifted, and the 90s faded into memory, Starter jackets, much like our old Tamagotchis, seemed to get packed away in the attic of forgotten fads.

Fast forward, and Starter has officially found its swagger again, staking a serious claim in contemporary streetwear culture. This wasn’t just a fluke; the brand made some seriously smart moves. They forged partnerships with major fashion retailers and, crucially, collaborated with contemporary designers who knew how to inject new life into classic silhouettes.

These strategic collaborations became a bridge, introducing Starter to a whole new generation of consumers. Many of these younger fans instantly associated the brand with the golden age of hip-hop, giving it an undeniable cool factor. It was all about tapping into that powerful vein of cultural nostalgia and re-contextualizing it for today’s style mavens.

Today, Starter isn’t just about discount sports gear; it’s about collectible fashion pieces. Their renewed focus on limited releases and premium materials has elevated the brand’s status, making those iconic satin jackets and other gear more coveted than ever. It’s proof that a strong legacy, when given a modern twist, can truly shine again.

8. **FUBU**

Okay, prepare for a major dose of 90s nostalgia with a powerful message! FUBU, which famously stands for ‘For Us By Us,’ wasn’t just a clothing brand; it was a full-blown cultural phenomenon. In the 1990s, it resonated deeply within the Black community and beyond, representing empowerment and authenticity in a way few brands had before. But like many incredibly impactful brands, it eventually faded from mainstream fashion, becoming a cherished memory for those who lived through its golden era.

The good news? FUBU has absolutely bounced back, riding a wave of renewed interest driven by both nostalgia and a powerful, growing movement to support Black-owned businesses. This wasn’t an accidental resurgence; the brand’s founders have been incredibly strategic about their comeback. They understood that quality, not just quantity, was key to maintaining the brand’s cultural authenticity.

Their relaunch was perfectly timed, aligning with an increased consumer awareness about supporting diverse-owned fashion brands and a deeper appreciation for the stories behind them. FUBU’s return is more than just about selling clothes; it’s about reaffirming its original mission of empowerment and representation, resonating with a new generation who value style with substance.

FUBU’s story is a beautiful testament to the enduring power of a brand built on purpose and community. It shows how a strong identity and a genuine commitment to its roots can propel a brand back into the spotlight, making it relevant and celebrated once again. This isn’t just a comeback; it’s a powerful statement.

“cross colours” by believekevin is licensed under CC BY 2.0

9. **Cross Colours**

Speaking of powerful 90s vibes, let’s talk Cross Colours! This brand was the vibrant, unapologetic heart of early 90s hip-hop fashion, bursting onto the scene with its bold colors and positive messaging. It was more than just clothing; it was a movement, promoting racial unity and self-expression through its distinctive designs. But after defining an era, it too seemed to vanish for over a decade, leaving a colorful void in the fashion landscape.

Good news, fashion history buffs! Cross Colours has made its triumphant return, bringing back its classic designs with some brilliant, modern updates. Its comeback strategy has been incredibly smart, emphasizing its significant role in hip-hop history and reiterating its unwavering commitment to positive messaging through fashion. It’s all about reminding us where they came from and what they still stand for.

The brand has absolutely nailed its re-entry by successfully targeting two key groups: the nostalgic original customers who remember its impact the first time around, and a whole new wave of younger consumers who are hungry for authentic 90s streetwear. This dual appeal ensures its designs feel both timeless and incredibly current, crossing generational divides.

Cross Colours isn’t just selling clothes; it’s selling a legacy of style and social consciousness. Its resurgence proves that truly impactful fashion, imbued with meaning and vibrant expression, never really goes out of style. It just waits for the perfect moment to return and inspire once again. We’re here for the colors, the message, and the pure joy of its comeback!

10. **Reebok**

Now, Reebok. You might be thinking, “Were they ever really gone?” And you’d be right, they never truly vanished, but let’s be real: for a while there, they were definitely playing catch-up to the colossal forces of Nike and Adidas. It felt like they were in a perpetual underdog position, struggling to reclaim their former glory in the fiercely competitive athletic footwear arena.

But hold up, because Reebok has staged an absolutely undeniable resurgence, especially within the lifestyle and retro categories! They made a brilliant strategic pivot, focusing on their iconic, classic silhouettes like the Club C and the Instapump Fury. These timeless designs resonated deeply with consumers who were actively seeking alternatives to the more ubiquitous mainstream athletic brands.

This focus on heritage models wasn’t just a trip down memory lane; it was a savvy business move. Furthermore, Reebok sealed its comeback by forging partnerships with high-fashion designers and influential streetwear labels. These collaborations weren’t just about hype; they elevated Reebok’s status from simply “discount athletic wear” to a seriously credible and fashion-forward choice.

Reebok’s journey proves that sometimes, the best way forward is to look back, embrace your classics, and then infuse them with fresh, high-fashion energy. It’s a brand that has brilliantly balanced its athletic roots with a keen eye for contemporary style, cementing its place as a true contender in the fashion game once again. Welcome back to the main stage, Reebok!

“PUMA” by GU / 古天熱 is licensed under CC BY-SA 2.0

11. **Puma**

Rounding out our list of comeback kings is Puma! For years, it often felt like Puma was playing third fiddle, standing in the shadow of its much larger sportswear rivals, Nike and Adidas. Despite a rich athletic heritage, the brand struggled to carve out a distinct, fashion-forward identity that truly resonated with a broader market beyond its core performance gear.

But oh, how the tables have turned! Puma launched an incredible comeback campaign, fueled by strategic celebrity partnerships that made everyone sit up and take notice. Their game-changing collaboration with none other than Rihanna, who served as creative director, was a pivotal moment, shifting the brand’s focus from pure performance to lifestyle products with undeniable street appeal.

This smart move allowed Puma to craft a truly distinct identity, blending its athletic legacy with fashion-forward designs. They mastered the art of creating pieces that offered both style and sport functionality, making them incredibly relevant to today’s versatile consumer. It was a brilliant re-imagining of what a sportswear brand could be, proving that with the right vision, you can absolutely own your niche.

Puma’s success story is a vibrant example of how a brand can reinvent itself by leveraging cultural icons and understanding the evolving desires of its audience. It’s a testament to bold marketing and innovative design, proving that even a storied brand can find new energy and become a major force in the ever-changing landscape of street style. Hats off to Puma for absolutely dominating its second act!

What an incredible journey through the world of fashion’s ultimate comeback kids! These brands, from the familiar names that defined our youth to the unexpected heroes now gracing our feeds, remind us of a fundamental truth: fashion is constantly evolving, a beautiful, swirling cycle of reinvention and rediscovery. They show us that sometimes, the best way to move forward is by embracing what made you special in the first place, dusting it off, and presenting it with a fresh, unapologetic attitude. Whether it’s through clever collaborations, a nod to nostalgia, or simply a renewed commitment to quality and authenticity, these brands have proven that good design and cultural relevance truly never go out of style. They just wait for their moment to return, bolder and brighter than ever, ready to inspire a whole new generation of fashion lovers. So, next time you see a familiar logo on a trendy new piece, take a moment to appreciate the incredible journey it took to get there. Because in fashion, second chances aren’t just possible, they’re often spectacular!