20 Discontinued Clothing Brands You Totally Forgot About
These once-popular clothing brands dominated malls and closets before vanishing from the fashion world.
- Chris Graciano
- 4 min read
Both fashion trends and the brands that represent them change throughout time. Due to corporate buyouts, changing customer preferences, or financial difficulties, many clothing brands that were once essential pieces for American wardrobes have vanished. Let’s take a look back at 20 apparel labels that have been discontinued and you may have forgotten about them.
1. Mudd
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A staple of early 2000s teen fashion, Mudd was known for its flared jeans and casual tops. It was a go-to brand for tweens shopping at department stores like Kohl’s.
2. Southpole
Florencia Simonini on Unsplash
This streetwear brand was huge in the late ‘90s and early 2000s, known for its oversized jeans and graphic hoodies. It was a staple for hip-hop-inspired fashion but eventually faded as trends shifted toward slim-fit styles.
3. Baby Phat
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Kimora Lee Simmons’ brand brought luxury streetwear to the early 2000s with its iconic cat logo and velour tracksuits. Once a dominant force in urban fashion, it disappeared after being sold off in 2010.
4. Apple Bottoms
Frédérique Lavoie on Unsplash
Founded by rapper Nelly, Apple Bottoms was all about curve-hugging denim designed specifically for women with fuller figures. The brand exploded in the 2000s but faded as the demand for ultra-low-rise jeans declined.
5. Von Dutch
Chandra Oh on Unsplash
This trucker hat brand was a Y2K-era sensation worn by celebrities like Paris Hilton and Ashton Kutcher. Its popularity crashed almost as fast as it rose, partly due to overexposure.
6. Z. Cavaricci
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Known for its high-waisted, pleated pants with dramatic tapering, this brand defined the ‘80s and early ‘90s fashion. By the 2000s, its distinctive silhouette had completely fallen out of favor.
7. FUBU
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“For Us, By Us” was the motto of this influential streetwear brand that peaked in the ‘90s. Despite its massive success, changing fashion trends led to its decline.
8. Esprit
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A major player in casual fashion during the ‘80s and ‘90s, Esprit was known for its bright, preppy aesthetic. While it once had stores across America, it quietly pulled out of the U.S. market in the early 2010s.
9. JNCO
Tima Miroshnichenko on Pexels
JNCO was the brand behind the baggiest jeans of the ‘90s. It was synonymous with skater and rave culture. As slim and skinny jeans took over, JNCO’s extreme wide-leg style became a relic of the past.
10. Girbaud (Marithé + François Girbaud)
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In the ’80s and ’90s, Girbaud designer jeans were a status symbol known for their unique cuts and bold logos. However, as denim trends shifted, Girbaud lost its appeal and faded from American stores.
11. Aeropostale (Original Version)
Raysonho on Wikimedia Commons
Aeropostale was once a staple of teen fashion, filling malls with graphic tees and logo-covered hoodies. After years of financial struggles, it filed for bankruptcy and rebranded, losing much of its original appeal.
12. Cross Colours
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This early ‘90s brand championed bold colors and Afrocentric designs with a strong social message. It was wildly popular in hip-hop culture but disappeared as trends moved away from oversized, loud styles.
13. Anchor Blue
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A favorite among teens in the ‘90s and early 2000s, Anchor Blue specialized in denim and casualwear. Its popularity declined as fast-fashion giants like H&M and Forever 21 took over.
14. Delia’s
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Known for its catalogs filled with quirky, fun, and colorful fashion, Delia’s was a staple of late ‘90s and early 2000s teen culture. The rise of online shopping and competition from fast fashion caused its decline.
15. Jordache
Felipe Vieira on Unsplash
This premium denim brand was a must-have in the ‘70s and ‘80s, featuring flashy stitching and tight-fitting jeans. It struggled to keep up with newer designer brands and eventually faded from mainstream fashion.
16. Bongo
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Bongo jeans were everywhere in the ‘90s, offering trendy and affordable denim for young women. It gradually lost its identity as newer brands took over the juniors’ market.
17. Sasson Jeans
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Tight, stylish, and signature-stitched, Sasson Jeans were a defining look of the disco era. The brand disappeared as fashion moved away from form-fitting designer denim in the ‘80s.
18. Structure
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Originally a men’s clothing brand known for stylish and affordable business casual wear, Structure was absorbed into Sears in the early 2000s. After failing to gain traction under the new ownership, it was discontinued.
19. Wet Seal
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A major player in mall fashion during the ‘90s and ’00s, Wet Seal catered to trendy, budget-conscious young women. However, as shopping habits shifted online and competition grew, the brand filed for bankruptcy in 2017.
20. LEI (Life Energy Intelligence)
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LEI jeans were a staple of department stores in the late ‘90s and early ’00s, offering stylish denim at affordable prices. However, as fast-fashion brands rose, LEI lost its appeal and slowly faded from shelves.