KEITH T. DENNETT | New South | CONTACT
In surprising fashion news, regional super-retailer Rivers is reporting monster profits this winter as the store becomes the next daggy brand celebrated by Gen Z.
After posting hand-stamped letters to all shareholders this week, The Advocate can report money is flowing into Rivers outlets across the nation as the store enjoys a welcome revival.
Famous for their boxy check shirts, baggy cargo pants and fleece jumpers, it’s understood the store which has been clothing Australian nursing home residents for the last thirty years has become the new go-to for Gen Z shoppers who are blurring new trends like ‘Blokette’ and Normcore with a comfy winter aesthetic.
Speaking to Stella Simmerman, a stylist at RUSSH Magazine, the resurgence of Rivers has been spotted at all the cool parties in town.
“Baggy and brandless, that’s the look we’ve been seeing on the streets this winter.”
“The ‘Quiet Uncle who works for National Geographic as a bird watcher” is a real thing right now.”
Speaking to Dr. Helen Mambo, an Associate Professor in Design History and Textiles at South Betoota Polytechnic College, Rivers is joining a long history of brands that have managed to pivot from dag to fab in the past decade.
“A few years back it was Dunlop, remember when Volleys went from being a roofers favourite shoes to festival footwear in the early 2010’s,” explained Helen.
“More recently we’ve seen brands like Kathmandu and Crocs get big again, and let’s not forget New Balance turning their brothel creeper grey 990’s into a Milan worthy fashion statement.”
“Personally I’m predicting that Millers and Rockmans might become the next look for 2024, surely the primary school librarian vibe has to be due for a comeback soon.”
More to come
