2000s style is fetch once more

Gen Z has come to embrace styles from the early 2000s in recent years, boosting US sales of low-rise jeans, Ugg boots, chunky sunglasses, and other Y2K staples.

Now, another relic of the era is making a comeback: wired headphones.

America goes back on the cord

Bose is the latest major brand to capitalize on the nostalgia trend, releasing its first pair of wired earbuds in 11 years. The new $99 buds, available October 15, feature a USB-C plug instead of an aux jack to work with modern phones.

Bose isn’t alone: Other brands synonymous with the turn of the century are finding new life among younger consumers.

• Levi’s is leaning into loose-fitting and baggy jeans inspired by styles from decades past, helping the denim giant capitalize on renewed demand for vintage looks.
• Coach, whose logo-covered purses and wristlets became Y2K status symbols, has found a new generation of fans among Gen Z and millennials, with a 25% surge in Q2 sales this year.

Zoom out: Major retailers are making an expensive bet that Gen Z’s fascination with early-2000s fashion and major brands that defined it—Ed Hardy, Victoria’s Secret PINK, UGG, to name a few more—is here to stay.