There’s a big market for nostalgic styles, and Apple Bottoms jeans may be the next denim brand to tap into it.
Platinum-selling musician Nelly—who co-founded the brand in 2003—posted a cryptic message to his followers on Instagram alluding to a comeback—though he doesn’t want anyone to call it that.
“It’s bout that time…!!!!!!!!!!!!!!! Don’t call it a come back..!!!!!” he posted alongside an image of the Apple Bottoms logo.
The brand’s website seems to confirm an upcoming release, featuring the message “Back at it again” on its homepage. Nelly also may have alluded to an Apple Bottoms revival by performing at fashion trade show Magic in Las Vegas earlier this year.
Apple Bottoms made waves when it launched in the early 2000s as a denim brand tailored to a demographic of curvy women. During that time, premium denim and low-rise jeans—and the A-list celebrities who wore them—dominated the fashion scene. With low-rise jeans now making their way back into style and more brands embracing extended sizing, now would be a strategic time for the brand’s return.
And it’s not just jeans making a comeback.
Everything from footwear to pop culture is riding the nostalgic wave, with decades-old sneakers and TV shows regaining their relevancy. Last year, Ralph Lauren released a collection inspired by “Friends” character Rachel Green, who worked at the fashion label during season five of the series. The collection was a celebration of the show’s 25th anniversary. Similarly, Will Smith launched a limited-edition streetwear collection “Bel-Air Athletics” in reference to the ‘90s hit TV show “Fresh Prince of Bel-Air.”
While it’s the older generations who lived through some of these styles, Generation Z is one of the main demographics championing the nostalgia trend, and could be the consumers who propel Apple Bottoms jeans back into popularity.