Fashion of the 1980s was big, bright, and bold. There were plenty of unique options in clothing, shoes, and accessories. And just as quickly as top brands and hot looks appeared on the fashion circuit, they disappeared. Gen-Xers will likely recognize these fashion brands of the 1980s and fondly recall their own items of clothing from these coveted labels. Take a walk down Memory Lane as we revisit these forgotten fashions of decades past. (Click here to discover some iconic fashion brands that no longer exist.)
Tretorns
They were plastered all over magazines and commercials. Indeed every preppy gal wanted a pair of Tretorns — in every color, too. These canvas tennis shoes were just that — shoes designed for the tennis court. But they traveled well beyond the chain-link fence and into fashion circles from coast to coast. Now more than a century old, the iconic Swedish brand is still churning out trendy looks, but the canvas kicks of the ’80s are rarely spotted in their original form.
Reebok High-Tops
Sportier girls opted for a slightly more athletic footwear option in footwear with the Reebok high-top. A top pick for cheerleaders and dancers in particular, wearers earned bonus points for thick, slouchy, white socks. And the look was stellar with a tan pair of legs. The iconic Reebok brand is still around and making high-tops, but noticeably absent are the two Velcro straps.
Guess Jeans
SAN FRANCISCO, CA - FEBRUARY 01: The Guess logo is seen on a pair of jeans in a window display at a Guess store on February 1, 2018 in San Francisco, California. Shares for retailer Guess plunged after model Kate Upton accused Guess co-founder Paul Marciano of sexually harrassing women. (Photo by Justin Sullivan/Getty Images)
A pair of Guess jeans was the ultimate status symbol in the 1980s. The side-zipper ankle closure and button-fly fronts gave them a stand-out look that was both flattering and fashionable — and quickly copied by other less popular brands. It was the upside-down triangle tag on the back pocket, though, that confirmed they were the real deal. The Guess brand evolved into so much more than blue jeans, though, and still exists today.
Benetton
The storefront of any Benetton story was its calling card, and the vibrant and comfortable fashions within were why it was such a beloved brand in the ’80s. Its “United Colors of Benetton” campaign was one of the most eye-catching of the era, showcasing a beautiful collection of faces of every skin color. Everything from sweaters and coats to jumpsuits and skirts was just as colorful — and fashion-forward. The brand is still around today, with around 4,000 retail locations worldwide.
Hypercolor
When Hypercolor came out, it was time for hands-on fashion. With the touch of a warm, human hand, and thanks to the thermochromic pigment contained within the clothing fibers, each Hypercolor clothing item could change shades, making fashion fascinating. While it was all the rage in its prime, the popularity was short-lived as a too-hot wash could easily damage the clothes.
Esprit
Shopping at Esprit was an experience. A perfectly appointed store featured stacks of clothing in an array of vibrant hues and patterns, often sporting the coveted ESPRIT logo. Large imagery and blinding patterns ensured all your senses were piqued. While the brand went dormant for several decades, it recently re-emerged without skipping a beat and is still every bit as spirited as the original.
Jordache
Jordache jeans were at the top of every girl’s wishlist in the early ’80s. The skin-tight denim featured rich golden seams and the signature horse stitched into the back pockets. Parents had a hard time justifying the form-fitting purchase for a growing girl’s body, but for the lucky ones who landed a pair, they were the envy of their peers to be sure.
Camp Beverly Hills
BEVERLY HILLS, CA - MARCH 19: Caroline Gross of Camp Beverly Hills at the Mercedes Benz Fashion Week Suites at the Beverly Hilton on March 19, 2005 in Beverly Hills, California. (Photo by Marsaili McGrath/Getty Images for IMG)
You didn’t have to live in the 90210 ZIP to sport this iconic ’80s fashion brand. Camp Beverly Hills began as a retail shop located off Rodeo Drive, but due to its record-breaking rise to fashion fame, the brand was quickly found in mall department stores nationwide, making this line of pastel clothing accessible to all. While the brand was defunct for many years, it was resurrected in 2020 but has yet to achieve the fame it once enjoyed.
Izod / Lacoste
American actor Peter Barton sits, his arms crossed, wearing a green Lacoste polo shirt and blue shorts, a swimming pool below the ledge on which he sits, location unspecified, circa 1980. (Photo by Vinnie Zuffante/Getty Images)
If you had a copy of The Preppy Handbook, you most definitely had some Izod labels in your closet as well. The iconic alligator logo embroidered on pique polos signaled the ultimate in preppy fashion. You needn’t play tennis to wear these tennis-inspired tops, but you’d definitely find them worn by ’80s ladies and gents at the local country club. The brand is still found in department stores, featuring sporty, fashion-focused looks for men, women and children.
Accessories
HONG KONG - MARCH 10: A set of Swatch watches are displayed during the Sotheby's preview on March 10, 2015 in Hong Kong. Sotheby's Hong Kong unveils one of the World's largest private Swatch collections ever known owned by Paul Dunkel. The collection is going for auction on April 7. (Photo by Anthony Kwan/Getty Images)
We’d be remiss to leave out the accessories that finished any ’80s outfit. Jelly shoes were a wardrobe staple in the warmer weather months, and many young ladies had them in a rainbow of colors. You’d likely find jelly bracelets stacked well up one wrist and a Swatch watch on the other. In the hair, a scrunchy or banana clip held the locks in place all day (along with a solid blanketing of Aquanet). And any girl’s preppy look was finished with a stylish Pappagallo purse.
Indeed the ’80s was a fashion fiesta — it was all about color and shapes and personality. It set the stage for the pendulum to swing in the complete opposite direction just one decade later when moody looks took over … grunge flannels and black everything. But that’s a different discussion for another day. Like, totally.