Return of the Flannel Shirt: Recession Kids Get Their Grunge On

The year was 1991…Nirvana and Pearl Jam owned the airwaves, stocks and the economy were shaken by the Savings and Loan Crisis, and a young Chris Farley taught us how to laugh every Saturday Night.

And oh yeah, we were all wearing flannel shirts.

The flannel shirt trend came out of the Seattle thrift store culture and it accompanied the Grunge music wave that swept the nation.  It seems that pre-Starbucks, Seattle only had one other employer of note, Boeing, which was having a tough time of it’s own back then.  When the dismal state of Seattle’s employment picture combined itself with our national hangover from eighties excess, the stage was set for the emergence of Grunge as nineties teens sought to own their moment, recession and all.

Two recessions later, it appears that the flannel shirt is coming back (see below):

Today's Grunge Comeback

The children of the the eighties and early nineties are now grown up homeowners and they’re cutting back on the allowances they give their now-teenage children.  With teenage unemployment in the 20 percent range, what once was old is new again as that grungie feeling is coming back.

The kids of this generation are being offered the flannel shirt look from just about every teen-focused retailer in their rapidly-deteriorating local shopping mall.

Below are some examples from Gap, Aeropostale, Abercrombie & Fitch, American Eagle Outfitters and Hollister…I probably could’ve found many more but then my eyes and ears started bleeding from prolonged exposure to these websites.

Take what you’re being given while I call a few hospitals:

Aeropostale

Aeropostale

American Eagle Outfitters

American Eagle Outfitters

Abercrombie & Fitch

Abercrombie & Fitch

Hollister

Hollister

The Gap

Gap

The cool kids will hit the vintage and thrift stores like mommy and daddy did back in ’91.  The rest will take mommy and daddy’s maxed-out credit cards to the mall and miss the point of grunge fashion entirely.

Oh well, I have other things to worry about.


Tags: , , , , , , , , ,

This content, which contains security-related opinions and/or information, is provided for informational purposes only and should not be relied upon in any manner as professional advice, or an endorsement of any practices, products or services. There can be no guarantees or assurances that the views expressed here will be applicable for any particular facts or circumstances, and should not be relied upon in any manner. You should consult your own advisers as to legal, business, tax, and other related matters concerning any investment.

The commentary in this “post” (including any related blog, podcasts, videos, and social media) reflects the personal opinions, viewpoints, and analyses of the Ritholtz Wealth Management employees providing such comments, and should not be regarded the views of Ritholtz Wealth Management LLC. or its respective affiliates or as a description of advisory services provided by Ritholtz Wealth Management or performance returns of any Ritholtz Wealth Management Investments client.

References to any securities or digital assets, or performance data, are for illustrative purposes only and do not constitute an investment recommendation or offer to provide investment advisory services. Charts and graphs provided within are for informational purposes solely and should not be relied upon when making any investment decision. Past performance is not indicative of future results. The content speaks only as of the date indicated. Any projections, estimates, forecasts, targets, prospects, and/or opinions expressed in these materials are subject to change without notice and may differ or be contrary to opinions expressed by others.

Wealthcast Media, an affiliate of Ritholtz Wealth Management, receives payment from various entities for advertisements in affiliated podcasts, blogs and emails. Inclusion of such advertisements does not constitute or imply endorsement, sponsorship or recommendation thereof, or any affiliation therewith, by the Content Creator or by Ritholtz Wealth Management or any of its employees. Investments in securities involve the risk of loss. For additional advertisement disclaimers see here: https://www.ritholtzwealth.com/advertising-disclaimers

Please see disclosures here.

What's been said:

Discussions found on the web
  1. Nikole Hahn commented on Aug 24

    Flannels have always been “in” with me. Nothing like flannels. As a woman, I prefer men’s flannels. They are larger than women’s sizes and are so very comfortable. Often, I am stealing the flannels from my husbands side of the closet. He’s used to me wearing his flannels now. In fact, he has stopped protesting and only raises a single eye brow. :o)

  2. Nikole Hahn commented on Aug 24

    Flannels have always been “in” with me. Nothing like flannels. As a woman, I prefer men’s flannels. They are larger than women’s sizes and are so very comfortable. Often, I am stealing the flannels from my husbands side of the closet. He’s used to me wearing his flannels now. In fact, he has stopped protesting and only raises a single eye brow. :o)

  3. Nikole Hahn commented on Aug 24

    Flannels have always been “in” with me. Nothing like flannels. As a woman, I prefer men’s flannels. They are larger than women’s sizes and are so very comfortable. Often, I am stealing the flannels from my husbands side of the closet. He’s used to me wearing his flannels now. In fact, he has stopped protesting and only raises a single eye brow. :o)

  4. emmylu commented on Aug 24

    Love this.

    Flannel is most definitely the way to go; I agree that mens flannel is better than womens.

    Thanks for posting this.

  5. emmylu commented on Aug 24

    Love this.

    Flannel is most definitely the way to go; I agree that mens flannel is better than womens.

    Thanks for posting this.

  6. emmylu commented on Aug 24

    Love this.

    Flannel is most definitely the way to go; I agree that mens flannel is better than womens.

    Thanks for posting this.

  7. profools commented on Aug 24

    sorry. i know gansters/cholos that were rockin flannels well before cobain was known for anything at all. same side of the coin, it never left it just stopped being hipster trend and since ppl wear what theyre told is cool its a “comeback” (wearin a flannel while type this, been since bout “88)

  8. profools commented on Aug 24

    sorry. i know gansters/cholos that were rockin flannels well before cobain was known for anything at all. same side of the coin, it never left it just stopped being hipster trend and since ppl wear what theyre told is cool its a “comeback” (wearin a flannel while type this, been since bout “88)

  9. profools commented on Aug 24

    sorry. i know gansters/cholos that were rockin flannels well before cobain was known for anything at all. same side of the coin, it never left it just stopped being hipster trend and since ppl wear what theyre told is cool its a “comeback” (wearin a flannel while type this, been since bout “88)

  10. modernfashionmag commented on Aug 24

    I’ve noticed this trend, and would like to heartily protest. Flannel is only okay if you’re out in the fields or haulin’ logs.

    But besides that, I totally agree with the last paragraph – the kids buying this from Hollister/Abercrombie/other store that is more expensive but the same brand, will not realize that they’re missing the point. Sort of like Hot Topic, but that’s another story.

  11. modernfashionmag commented on Aug 24

    I’ve noticed this trend, and would like to heartily protest. Flannel is only okay if you’re out in the fields or haulin’ logs.

    But besides that, I totally agree with the last paragraph – the kids buying this from Hollister/Abercrombie/other store that is more expensive but the same brand, will not realize that they’re missing the point. Sort of like Hot Topic, but that’s another story.

  12. modernfashionmag commented on Aug 24

    I’ve noticed this trend, and would like to heartily protest. Flannel is only okay if you’re out in the fields or haulin’ logs.

    But besides that, I totally agree with the last paragraph – the kids buying this from Hollister/Abercrombie/other store that is more expensive but the same brand, will not realize that they’re missing the point. Sort of like Hot Topic, but that’s another story.

  13. goldforever commented on Aug 24

    No offense, but you’re at least a year behind.

    Plus, Rachel Bilson isn’t even wearing flannel in that picture, and Mary-Kate has pretty much always dressed like that.

    Oh and all of those shirts you posted are for guys and are from stores that have always sold shirts like that since the beginning of time.

    What is it about a plaid cotton/wool shirt of a certain weight that symbolizes poverty anyway?

  14. goldforever commented on Aug 24

    No offense, but you’re at least a year behind.

    Plus, Rachel Bilson isn’t even wearing flannel in that picture, and Mary-Kate has pretty much always dressed like that.

    Oh and all of those shirts you posted are for guys and are from stores that have always sold shirts like that since the beginning of time.

    What is it about a plaid cotton/wool shirt of a certain weight that symbolizes poverty anyway?

  15. goldforever commented on Aug 24

    No offense, but you’re at least a year behind.

    Plus, Rachel Bilson isn’t even wearing flannel in that picture, and Mary-Kate has pretty much always dressed like that.

    Oh and all of those shirts you posted are for guys and are from stores that have always sold shirts like that since the beginning of time.

    What is it about a plaid cotton/wool shirt of a certain weight that symbolizes poverty anyway?