ASOS brings back to fashion a brand of teen's clothing, popular in the '90s.
British online retailer ASOS is bringing back the popular Tammy Girl brand to the fashion world in the 90s. The brand, created in 1975, was aimed at youth customers and was considered a true pop culture phenomenon for almost two decades.
Experts note that while some of the ASOS customers may not appreciate the significance of the brand, others will be inspired by the opportunity to once again feel the nostalgic reference to the past.
In the '80s and '90s, during the high popularity of disco, millions of consumers chose Tammy Girl, completing the look with ripped jeans, bright tops and shiny accessories at affordable prices.
In 2005, the brand was sold to BHS and had to close all of its stores. Today, 17 years later, ASOS is bringing the brand back to the market with a 32-piece capsule collection. The line includes tops, midi skirts, branded sweatshirts and accessories.
The relaunch of Tammy Girl is made possible through ASOS's partnership with digital fashion brand Daisy Street, which has a reputation for casual wear with a focus on nostalgia.
“Over the past 10 years, we have worked hard to become one of the leading fashion brands for Gen Z consumers and millennials. Staying true to our values as a brand, we see the Tammy Girl relaunch as sort of an extension of who we are,” said Daisy Street Managing Director Tei Singh.