The Spice Girls’ Favorite Nineties Sneaker Brand Readies a Comeback


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The Nineties nostalgia train has not yet reached its final destination. The trend — still going strong well past its expected expiration date — has proven a cash cow for brands both new and old. Buffalo London, platform sneaker outfitter to the Spice Girls, is next to reenter the commercial ring. The brand will relaunch its towering sneaker designs on Black Friday with strategic retail partners including Opening Ceremony, Browns and VFiles. The label recently has come under the management of German shoe industry veterans Sven Voth and Mirko Ostendörfer, who jointly recognized the Nineties’ resonance amongst young consumers. In recent years, an outpouring of excitement for Nineties goods has spurred the comeback of multiple labels. Teva, Fila and Esprit angled to refresh their audiences by partnering with retailers such as Urban Outfitters and Opening Ceremony on limited-edition capsule collections. JNCO, Steve Madden, The Gap, Tommy Hilfiger and Guess have experienced increased relevance by reissuing popular styles from the decade. UNIF, an Internet native brand founded in 2009, has incited a Gen Z craze with Delia’s-type designs that can sellout within hours of their release. The Spice Girls& RICHARD YOUNG/REX/Shutterstock Buffalo’s redux styles will launch incrementally, said Alexandra Preusche, who has been tasked with the marketing and distribution

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