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10 Things Clothing Brands Need to Stop Doing

3. Rehashing the old and selling it as the new

Nostalgia is a powerful thing, but what separates hipster reappropriation and a knowing nod to the past is actively bringing a brand or piece of clothing into the now. For a brand like Kenzo, that means putting their iconic prints on New Era caps and Vans Sneakers. Stussy took their classic "World Tour" T-shirt and gave it a tie-dye treatment for this season. Both played up on existing things in their heritage and made them modern. Simply doing things like printing old rap record labels on a T-shirt or cutting up bedsheets from an '90s TV show and making it into somthing wearable doesn't do anything new, it just sells people on the strength of nostalgia alone.

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