For the love of nostalgia, you’re at home watching YouTube videos of early ‘00s rap music videos. Eyes glued to your laptop screen, you see throwback Nelly — and he’s in a Pelle Pelle jacket. The bold colors, intricate design and embroidery strike you. The leather sits just right on his shoulders. The ornate stitching and quality make for something that’s much bigger than a jacket.
Pelle Pelle is a status symbol. It’s easy, it’s cool and the perfect combination of luxury, creativity and street credibility. And today, the brand is having a resurgence. We’ve got vintage enthusiasts and celebrities like Alicia Keys and Pharrell to thank for it. This resurgence is not just about a brand’s revival but how, in the big picture, Pelle Pelle’s comeback is a symbol of the timelessness of Black fashion.
The Rise
Founded in 1978 by Marc Buchanan, the designer had a vision to bring together both high-quality craftsmanship and streetwear designs. The brands jackets took off in the ‘90s and early 2000s. When you thought of hip-hop, you likely envisioned them; seeing artists like Nelly and Ludacris fitted with the jackets.
Welcome Back
However, like many brands, Pelle Pelle experienced a decline in the mid-2000s. Fashion tastes shifted — empires fell and new ones emerged. For a bit, it seemed like the brand might remain an antique or memorial of the past — confined to the corners of Instagram nostalgia.
Over the past few years, the brand has made a triumphant return. Social media has played a significant role, with influencers, celebrities and vintage enthusiasts bringing the brands iconic pieces to resurface. Musicians like Cardi B, Playboy Carti, Alicia Keys and Pharrell have reintroduced the brand to younger generations through both daily wear and appearances on The Tonight Show. The brand took their resurgence a step further, with a collaboration with Who Decides War for their SS25 collection.
The Brands Significance in Black Culture
You can’t deny Pelle Pelle’s influence on Black Fashion. The brand has played a part in bridging streetwear and luxury, and their resurgence has taken them from having a majority US audience, to global markets.
Looking at its resurgence we are reminded of what exactly it is that makes Black fashion so extraordinary. Black fashion is incredibly resilient. And its ability to innovate and evolve with a dynamic culture and evolving times is bar none. Trends that were born in Black culture have always had this unique way of being out-of-the-box, and so much so, that they become global phenomena.
The Legacy Lives On
Seeing Pelle Pelle thrive again feels like reconnecting with an old friend who never really left. The story of the brand’s resurgence shines a light on the influence and power of Black creativity. About how t importance of self-expression in fashion and the way style — hand in hand with culture — is never just about the fabric.
