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There may be a feeling among Gen Xers and fellow millennials that the fashion of their formative years is suddenly everywhere again.
Y2K fashion, inspired by the statement-heavy style of the late 1990s and early 2000s, is finding its way back into wardrobes. Loud graphics, bedazzled apparel and bright colours were synonymous with fashion during this time. It was an era when brands such as Victoria’s Secret, Baby Phat, Ed Hardy and True Religion had a firm grip on popular culture.
In the years that followed, fashion shifted towards neutrals, minimalism and the rise of the “soft-girl” aesthetic. Now, boldness and individuality seem to be slowly making a return to the mainstream.
Y2K gets a Sandton City takeover
The Prime and Studio88 Ed Hardy in-store takeover at Sandton City last weekend showcased that shift.
Curated by Prime founder and popular content creator Alex Michelsen, the free-entry event celebrated Y2K style and the new Ed Hardy range, including an extended womenswear selection.
Walking into the store, I was greeted by the familiar amapiano and house sounds often heard at Studio88, with a DJ booth setting the scene alongside the new collection.
The takeover leaned into the playful side of Y2K culture too. Guests queued up for free tooth gems from Gem City, while limited-edition stickers and posters were also up for grabs. A custom in-store content studio and photo booth offered free content shoots with the purchase of any Ed Hardy item.
Having a closer look at the collection, one thing immediately stood out: for Ed Hardy, it felt surprisingly subdued.
In its heyday, the brand was known for tattoo-inspired designs, vibrant colours, intricate patterns and a rebellious edge. The new collection still features some of those bright, loud designs, but there are also more pared-back pieces that feel at home in today’s fashion landscape.
From shorts and T-shirts to caps and trousers, the range offers a mix of statement pieces and more understated options.
Commenting on the collection and the comeback of Y2K brands, Alex said: “Fashion is cyclical, and the range is dope; it’s solid, and it has variants. I like the combinations of the tees, the sleeves and caps. When brands disappear, you only get them in vintage, so it’s nice that it is beyond that now.”
Where fashion, music and community meet
Alex shared that Prime was founded in 2016 as a series of music-led events bringing together sound, fashion and a creative community, while creating a low-barrier space for people who shared similar interests.
Prime gives that expression a physical setting where people can experiment freely with how they show up and connect with others through shared sounds, style and ideas.
“Prime has always been fashion-forward. There are themes attached to some of these events, and Y2K is something we do every so often and ties into the Ed Hardy idea… It also feels like it’s giving back to my community as well,” Alex adds.
That connection between style and community feels particularly relevant now. Fashion is becoming less about blending in and more about showing a little personality again, whether that comes through an outfit, a tattoo, a nostalgic reference or the music you listen to.
Keeping the vibes going
Prime is keeping that spirit going with its upcoming Halloween-themed nights. Less about “aura farming” and more about actually showing up, dressing up and having fun, the mixed-genre events encourage guests to get creative with what they wear.
Prime’s Halloween events will take place in Cape Town on Friday 30 October at Club Paradise and in Johannesburg on Saturday 31 October at Residency, Lemon8 Studios.
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