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Are The 70s and 80s Slowly Becoming The New “Heritage” Era?

Heritage is huge ’round these parts. Our denim-centric niche is powered by times past, with brands from across the globe looking back in time for inspiration to create garments that honor the past while fitting into contemporary life.

The modern raw denim scene especially is built on the foundations laid by the big three, which were adapted and mastered by vintage obsessives in Japan known as the Osaka 5. From that, we have enjoyed the rise of heritage clothing in the West, which spawned a niche that we’ve dubbed ‘New Americana’ in the early 2000s. Western brands looked to Japan to learn how to make end-tier raw selvedge denim goods, and the storied history of American-made workwear fuelled a revival of heritage clothing that would change how we look at clothing forever. Google dictionary even has the below as a definition for ‘heritage’:

  • denoting a traditional brand or product regarded as emblematic of fine craftsmanship. “heritage brands have found a growing cachet among younger customers”

Until recently, heritage-leaning labels have mainly reproduced and adapted iconic clothing and fabrics from the late nineteenth century through to the 1960s. But in the last few years, I’ve been noticing a shift. A shift towards styles that aren’t fit for miners, cowboys, and anyone in manual labor, for that matter. Styles from the 70s and 80s.


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