Oasis reunion drives Britpop style revival
News last year that one of the biggest names from the Cool Britannia era of the 1990s — Oasis — was reuniting has kicked off a Britpop fashion revival, online wholesale platform Faire has claimed.
This week the marketplace platform that connects indie brands with indie retailers said that sales of Oasis-inspired products from such brands have jumped 150% in the UK and 230% globally since the tour was announced last August. And it's not only official merch flying off the shelves, as 'bucket hats have experienced a 275% spike in UK sales, while global demand is up 75%'. Parkas and other 'Gallagher-inspired fashion staples are also seeing a noticeable uplift, and searches for Liam Gallagher -themed goods have soared fivefold'.
But it's not only through platforms like Faire that we're seeing the impact with bigger brands also tapping into the 'Oasis effect'. Last year both Berghaus (revamping a jacket he famously wore on stage in 1997) and Stone Island featured Liam Gallagher in their campaigns after the announcement, and this year he's also collaborated with Clarks.
Meanwhile Faire said that stores like The Manchester Shop have seen in-store sales rise 147% year-on-year, fuelled by a mix of 90s nostalgia and Gen Z fans discovering the band for the first time. And makers like Blue Iris Designs and Fat Hen and Flor 'are reporting record-breaking demand for their Oasis prints and 'Liam-in-a-tin' figurines – in some cases up more than 1,300%'.
The tour kicks off in July and based on product sales linked to other major music moments (from megastars such as Taylor Swift and Beyoncé), stores are expecting the Oasis interest to ramp up further.
Faire said one independent retailer said: 'It's not just a reunion – it's a retail resurrection.'
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