Low-Rise, High Price
Hollister recently launched its much-hyped 2000s Rewind collection, tapping into the nostalgia wave with cropped polos, low-rise jeans, cable-knit sweaters, and bold-logo hoodies that scream early Y2K. But despite the aesthetic throwback, the response hasn’t been the triumphant comeback the brand may have hoped for.
Instead, consumers, especially Gen Z, are calling the drop underwhelming. The issue? A noticeable decline in quality, an increase in price, and a growing dissonance between the brand’s sustainability claims and the reality of fast-fashion practices.
Scrolling through TikTok reveals a wave of try-on hauls and reviews, but not the glowing kind. Creators point out how the fabric feels “cheap,” “thin,” and “nothing like the originals.” Cable-knit sweaters lack the structure of their early-2000s counterparts. Signature jeans and tops feel flimsier, with many shoppers wondering how long they’ll even last. It’s not just the feel, it’s the fit. The oversized cuts and synthetic-heavy blends are a far cry from the snug, preppy silhouettes that defined the OG Hollister era. And yet, the prices have gone up. With the increase in cost and decrease in quality, many are asking: What exactly are we paying for?
The backlash centers around trust, just as much as it concerns fit and finish. As fast fashion continues to come under fire, more shoppers are demanding better: better materials, better ethics, better sustainability. Hollister claims progress in its sustainability efforts, including reduced water usage in denim production and increasing use of recycled fabrics. But the 2000s Rewind drop tells a different story: one full of polyester blends, nylon knits, and vague sustainability promises with little product-level transparency. If the garments feel disposable, how sustainable can they really be?
In a move that shocks nobody, shoppers are now turning to scavenging for vintage Hollister from the early 2000s on platforms like Depop and Vinted. The originals, crafted with thicker cotton, stronger stitching, and a more tailored fit, are being resold for higher prices than their new counterparts. In many cases, secondhand pieces from 2005 are seen as more durable and more authentic than the 2025 relaunch. Consumers are voting with their wallets, and what they’re saying is clear: longevity matters.
Hollister is far from the only brand attempting a Y2K revival, but its failure to balance style with substance is a cautionary tale. Consumers today are savvy. They want the look, yes, but not at the cost of quality, ethics, or the environment. If brands want to tap into the power of nostalgia, they need to do more than copy the silhouette. They need to match the integrity: of the materials, the labor behind the product, and the values of the customers they’re selling to.
The 2000s Rewind collection should’ve been an easy win. Nostalgia is trending. So is the push for ethical, well-made fashion. But instead of bridging those desires, Hollister fell into the trap of chasing a trend without delivering the value behind it. If the brand wants to stay relevant to a new generation of conscious consumers, it’ll need to rethink more than its marketing strategy. Because no matter how trendy the cut, if the fabric can’t keep up, the look won’t last...and neither will the loyalty.