Got it. But then why Nike/Adidas/Quicksilver/etc cannot bring back clothes from the 90s?

Buying second hand is not that nice (smells that never go away) and “vintage” places sell min. catalogue buy way overpriced.

Clothes made in the 90s used different materials and stitching than they do today, and likely cost more to produce. They'd probably need old machines they haven't had in decades.

Billabong and quicksilver are selling 90s board short models now. They are fairly popular so …

> But then why Nike/Adidas/Quicksilver/etc cannot bring back clothes from the 90s?

They can, but people wouldn't want to pay the price. When adjusting for inflation, clothes today are much cheaper than 30 years ago, and the main producers of high-quality cotton (Kazakhstan and Egypt) are having continuous drought problems so the best raw material is even more expensive.

The combination of customer expectation for low prices, and more expensive raw materials, exacerbated by lower production volume, means that very few would be willing to buy. As an example, take a look at the high quality jeans market: there are a few niche companies in Japan, Europe, US and Canada producing jeans at the same level of quality as 50-100 years ago, in some cases the exact same model as, say, a 1950's Levi's. Those jeans start at $200 per pair, but go even up to $400-500 and the manufacturers are barely surviving.

Have you tried dry cleaning?

Great question!