Reviving the '90s: Wearing Guess and Polo Ralph Lauren in Flatbush, Brooklyn's Iconic Fashion Era

[Contributing Editor]

• Re-appropriation of Luxury Brands: Both Guess Jeans and Polo Ralph Lauren, traditionally seen as symbols of affluence, were adopted and redefined by the urban youth of Brooklyn. This re-appropriation highlighted their desire for self-expression, status, and a break from socio-economic confines.

• Fashion as Identity & Empowerment: In 1990s Brooklyn, fashion wasn't just about attire; it was a potent form of self-expression and empowerment. Wearing brands like Polo became a statement of both current identity and future aspirations, challenging societal norms and stereotypes.

• Influence of Hip-hop Culture: Hip-hop played a pivotal role in popularizing and solidifying the status of brands like Guess and Polo in urban streetwear culture. Artists from Brooklyn and beyond endorsed and showcased these brands, blending luxury and street aesthetics.

• Cultural Cross-pollination: Brooklyn's rich cultural mosaic, consisting of various ethnic backgrounds and influences, resulted in a unique blend of fashion styles. The combination of brands like Guess and Polo with other cultural elements represented this synthesis, producing a unique, identifiable urban style.

• Legacy and Continued Influence: The trends set in 1990s Brooklyn laid the foundation for future fashion movements, leading to the rise of streetwear as a dominant force in global fashion. Today's interest in vintage and 90s fashion items showcases the enduring influence and nostalgia associated with that era.

In the 1990s, urban fashion was heavily influenced by hip-hop and street culture. Within this context, Brooklyn, a cultural epicenter of New York City, was not only a place where fashion was lived but also where trends were born. Two brands that became iconic during this era were Guess Jeans and Polo Ralph Lauren. Both were embraced by the hip-hop community and became symbols of status, identity, and urban style.

1. Wide-leg Guess Jeans: Guess, founded by the Marciano brothers in the early 1980s, became synonymous with denim and particularly famous for its innovative designs and advertisements. In the 1990s, baggy and wide-leg jeans were a trend, and Guess produced some of the most sought-after models. These jeans were not just about comfort but also about a certain swagger. In Brooklyn, as in many urban areas, clothing wasn't just attire—it was a statement, a way of announcing oneself, of belonging, and of standing out. Guess Jeans, with their distinctive triangle logo, became part of that cultural language.
2. Polo Ralph Lauren: While Polo Ralph Lauren started as a brand signifying American prep and luxury, by the 1990s it had been wholeheartedly embraced by the hip-hop community in places like Brooklyn. This was, in part, due to groups like the "Lo Lifes," a Brooklyn-based crew known for their love and, sometimes, theft of Polo items. Polo became a status symbol—a way of projecting success, sophistication, and a taste for the finer things, all within a traditionally street context. Polo's iconic pieces such as the Polo Bear sweaters, rugby shirts, and the colorful, large-logoed "Snow Beach" pullover became legendary within streetwear circles.

The combination of Guess Jeans and Polo pieces wasn't just an outfit; it was a statement of identity. These brands were integrated into the fabric of Brooklyn's urban culture, playing roles in its music, art, and everyday life.


The 1990s Brooklyn street style was about more than just fashion—it was a reflection of the socio-cultural dynamics of the time. It was an era marked by the explosive growth of hip-hop, increasing racial and cultural diversity, and the constant interplay between street culture and high fashion. Brands like Guess and Polo, while perhaps originally intended for different audiences, found new meaning and importance in the borough's streets, parties, and clubs. They became symbols of aspiration, pride, and the indomitable spirit of a community.




As the '90s progressed, the adoption and adaptation of brands like Guess and Polo Ralph Lauren by the streets of Brooklyn and other urban centers illustrated a few critical cultural movements:

1. Re-appropriation of Brands: The manner in which urban communities in Brooklyn and beyond redefined the meaning of brands like Polo Ralph Lauren is emblematic of a broader cultural movement. It showcased the power of communities to ascribe new meanings to brands, moving them from their original intent. This re-appropriation became a significant part of street culture—taking symbols of luxury or mainstream culture and repurposing them to fit a new narrative, thereby creating a unique blend of street and luxury.
2. Influence on Mainstream Fashion: The styles birthed in the streets of Brooklyn and other urban hubs didn't stay confined to their origins. Mainstream fashion designers and brands began to take cues from the street, realizing the power and influence of urban culture. This dynamic brought hip-hop and urban aesthetics to runways around the world. The "street luxe" concept, which blends streetwear elements with luxury brands, owes its genesis to these trends.
3. Cultural Cross-pollination: Brooklyn, with its rich tapestry of cultures, became a melting pot for various fashion influences. African, Caribbean, Latino, and traditional American elements fused to create styles that were larger than the sum of their parts. Guess jeans, when paired with Polo and maybe accessorized with a kufi cap or a heavy gold chain, could tell a multifaceted story of heritage, aspiration, and current identity.
4. Music as a Catalyst: Hip-hop artists and rappers from Brooklyn, such as Biggie Smalls and Jay-Z, played instrumental roles in popularizing these brands and styles. Through music videos, lyrics, and public appearances, they not only showcased their personal style but also solidified the importance of these brands within urban culture.
5. Legacy: Even as fashion evolves, the legacy of the 1990s street style from Brooklyn remains influential. Contemporary brands and designers often harken back to these styles, either as inspiration or in an effort to recapture the raw authenticity of that era.

The story of Guess Jeans and Polo Ralph Lauren in 1990s Brooklyn is not just about clothing; it's a tale of cultural evolution, resistance, identity, and the power of communities to redefine symbols. It underscores the idea that fashion is never just about fabric—it's about stories, people, and the times they live in.




The fusion of Guess Jeans and Polo Ralph Lauren within 1990s Brooklyn didn't only influence that decade. The impact stretched beyond and laid foundations for future fashion trends, while also highlighting broader socio-cultural shifts.

1. Empowerment through Fashion: Fashion in urban centers like Brooklyn became more than just an aesthetic choice—it was a tool of empowerment. Wearing brands like Polo Ralph Lauren, originally tailored for the affluent elite, became an act of defiance, a challenge to socio-economic barriers. It was a way for marginalized communities to reclaim a piece of the luxury narrative, signifying their own worth and aspirations.
2. Evolution of Hip-hop Culture: As hip-hop culture grew, so did its influence on the global stage. Fashion was one of its primary mediums. The blend of Brooklyn street style with global brands emphasized hip-hop's transformative power. From local block parties to global arenas, the culture carried with it the fashion symbols of its origin, further entrenching brands like Guess and Polo into global consciousness.
3. Fashion as Identity: For many, particularly young people in Brooklyn during the '90s, fashion became a primary means of self-expression. In a rapidly changing world, with the rise of digital technologies and shifting societal norms, clothing became a tether to one's roots, community, and aspirations. Combining brands, mixing luxury with streetwear, and adding personal touches allowed for nuanced personal narratives to be crafted and displayed.
4. Commercial Realization: Observing the grassroots popularity of brands like Guess and Polo within urban communities, marketers and brand strategists began to see the value in appealing directly to these demographics. This acknowledgment led to more inclusive advertising campaigns, collaborations with hip-hop artists, and even the development of lines catered specifically to the tastes of these communities.
5. The Rise of Streetwear: While the blend of luxury and street might have been novel in the '90s, it set the stage for the rise of streetwear as a dominant fashion force in the 2000s and 2010s. Brands like Supreme, Off-White, and BAPE would take cues from this era, realizing that the blend of authenticity, luxury, and street appeal had a broad, passionate audience.
6. Global Influence: The fashion statements birthed in Brooklyn would eventually ripple outwards, influencing youth culture from Tokyo to London. It underscored the universal appeal of the blend of authenticity, aspiration, and style.

Reflecting on the influence of brands like Guess Jeans and Polo Ralph Lauren in 1990s Brooklyn offers a window into the intricate tapestry of urban culture, its global impact, and the enduring power of fashion as a form of both personal and collective expression. The streets of Brooklyn in the '90s were not just a hotbed of style; they were a testament to the resilience, creativity, and indomitable spirit of its people.



The interplay between brands like Guess Jeans and Polo Ralph Lauren in 1990s Brooklyn and the ensuing cultural evolution offers deeper insights into broader societal dynamics and the transformative nature of fashion:

1. Fashion as Commentary: The way these brands were adopted, adapted, and flaunted made a powerful statement about the socio-economic realities of the time. Brooklyn's residents, especially the youth, were pushing back against stereotypes, societal expectations, and limited economic opportunities. In wearing brands traditionally associated with the affluent, they were subverting narratives and showcasing a juxtaposition of their lived reality with their aspirations.
2. DIY and Customization: A significant part of Brooklyn's 90s style was about personalization. Beyond just wearing a brand, individuals would often customize their outfits, adding patches, embroidery, or unique combinations to make a statement. This DIY spirit was an early precursor to today's customization trends seen in global fashion.
3. Gateways to Entrepreneurship: Recognizing the power of the urban market, several individuals from these communities embarked on their entrepreneurial journeys. Inspired by the likes of Guess and Polo, new brands emerged, rooted deeply in the ethos of urban culture. Brands like FUBU (For Us By Us) exemplified this shift, embodying the spirit of street culture while aiming for the same recognition as established brands.
4. Shift in Cultural Epicenters: The '90s saw a decisive shift in the cultural epicenters of fashion. While Paris, Milan, and London remained influential, urban centers like Brooklyn began dictating street style trends. The influence of street culture meant that global fashion was now as likely to take cues from a Brooklyn block as from a Parisian runway.
5. Influence on Pop Culture: The impact wasn't confined to fashion alone. Television shows, movies, and other forms of media began to integrate urban styles into their narratives. Characters donning Guess Jeans, Polo shirts, or a blend of the two became a visual shorthand for authenticity, street credibility, or cultural connection.
6. Fashion as a Bridge: In a decade marked by significant societal shifts and tensions, fashion became a bridge between communities. Shared appreciation for a brand or style could break down barriers, allowing for connections based on mutual respect and understanding.
7. Legacy and Nostalgia: Today, there's a revived interest in 90s fashion. Vintage Guess jeans or Polo pieces from the era are coveted items, both for those who lived through the decade and newer generations seeking to connect with a bygone era. The nostalgia associated with these brands and styles is powerful, reflecting a yearning for the authenticity and raw energy of 90s Brooklyn.

In many ways, the story of Guess Jeans and Polo Ralph Lauren in 1990s Brooklyn is emblematic of the broader story of urban America during that decade. It speaks to the power of communities to reshape narratives, redefine value, and assert their place in the larger societal tapestry. The streets of Brooklyn didn't just wear these brands; they lived them, imbuing them with new meanings, stories, and legacies that continue to resonate today.