‘Wow I feel my age’ groan fashion fans as ‘extinct’ 90s brand resurfaces with new clothing range
SLUNG over your shoulder in a range of colours, they created the must-have school bag for teens in the 90s.
Kookai’s strappy party dresses and micro sparkly handbags were also a huge hit well into the noughties.
But now those who worshipped the brand at the time have been left “feeling their age”, after discovering the nostalgic high street store is back in fashion – with their new clothes going viral on social media.
Fashion influencer Jilly Cross, from Glasgow, admits she was stunned after stumbling across “chic” Kookai outfits online – doubting it was the same fashion label she remembered.
She said: “This might be very niche but see the same Kookai that I’m seeing on TikTok with the very chic outfits and very tailored silhouettes, and it’s all the gorgeous Australian girls wearing it.
“Is that the same Kookai from the shop that I bought my school bag from?
“You know, the cross body nylon briefcase bag that said Kookai [all over it] and there was hundreds of colours, and if you didn’t have that bag going to school you wouldn’t have any friends.
“Just curious if they’ve really done an amazing rebrand.”
It turns out Jilly isn’t alone, as her fellow fashion fans admitted they also thought the brand went extinct years ago.
Many flocked to the comments section as the clip racked up more than 200,000 views.
“Kookai is a thing again?? Wow I feel my age”, sighed one.
Someone else wrote: “Oh my god memory unlocked. I had a grey Kookai bag.”
“I loved my Kookai bag”, echoed a third.
A fourth exclaimed: “Omfg no I thought I’d seen it all BUT KOOKAI???? They’re taking the p*** now.”
A fifth said: “I was shopping in Kookai in my teens and I turn 40 this year so this is a blast from the past.”
Meanwhile, a sixth revealed: “As someone from Glasgow who now lives in Sydney it’s genuinely the same logo etc I think it’s just evolved here.”
Kookai formed part of a fashion holy trinity for teens alongside Morgan and Jane Norman in the 90s.
The European brand then slowly dwindled in popularity, going into administration in 2006 and eventually shutting down all its UK shops in 2013.
But Kookai was then quietly over by its Australian franchise in 2017.
Kookai Australia has since grown into a 39 boutique network across its native country and New Zealand, with an additional 160 boutiques throughout Europe since acquiring the global brand.
The company now boasts more than 885,000 followers on Instagram.
UK fashionistast including Glasgow’s Moniquie Palombo regularly share ‘outfit of the day’ posts wearing Kookai’s new fashion line.
Their tailored waistcoats and chic co-ords, in particular, have proved huge hits and are bang on trend for spring/summer 2024.
Kookai is a thing again? Wow I feel my age.
Stunned shopper
And founders Robert Cromb and his ex wife Danielle Vagner remain intertwined in all layers of Kookai as not only the owners but the creative and visionary leaders of the brand.
Danielle, Creative Director said: “I want my [customers] to see Kookai through my eyes, with its quirky designs and endless colour palette, by virtue of the way I style and merchandise.
“I want her to feel excited when she walks through our doors because of the front window displays, and for the styled modules to ebb and flow like pieces of art with colour, crazy prints and textures.”
The former model added: “We are passionate about our family business, it has heart and soul that can only ever be attained through a history laced with many highs and lows; blood, sweat and tears.
“Life is always throwing you a curve ball, so you must duck, weave and hope that at the end you have learned enough about not only yourself but your business to make it a stronger, more powerful place to be.”
All the 90s trends that are making a comeback
WE might be in 2024, but fashion fans are looking to the past when it comes to new styles. So what trends from the 90s are making a comeback these days?
Claw clips
These hair accessories were a huge trend back in the 90s, but are now most popular among those trying out the “clean girl” aesthetic. Designers such as Prada have released their own versions, while there are thousands of colours and styles to choose from on the high street.
Platform flip flops
Again a popular choice among fashionistas in the 90s, these heels have made a comeback with designers such as Balenciaga trying their luck with their own styles.
Cargo pants
Once worn by the stars of All Saints, cargo pants became a popular trend for teens in the 90s. But they’ve now had a fashion overhaul, with stars such as Bella Hadid and Hailey Bieber all putting their own spin on the trend.
Jeans and a nice top
It was the phrase that defined fashion for a decade, and now famous faces such as Sofia Richie are sporting the reinvented trend – pairing their own denims with a more sophisticated top. But are you willing to dig your jeans and nice tops out of the wardrobe for a second time?