Gen Z are sick of being told what to do, what to wear, what to study and how to spend their time. We are living in a world where the government attempts to abolish creative university courses, AI is programmed into our smart devices with no off button, and algorithm addiction is at an all-time high.
It’s therefore no surprise that a rebellious Rage Against the Machine streak has emerged in 2026. It’s been deemed the Year of the Analogue. While the word ‘analogue‘ may have been slightly misinterpreted, as I doubt 20-year-olds are whipping out their typewriters, the definition has shifted towards a general rejection of modern tech. CD players, wired headphones and flip-phones have seen their popularity spike alongside physical media like magazines, DVDs and puzzle books. Whether this is just another trend, or a true cultural shift is up to interpretation, but if the aim is to reduce screen time and highlight human creation over AI clankers, I hope it sticks around for as long as possible.
This shift towards analogue alternatives has inevitably affected recent fashion trends. Vintage activewear, specifically 90s and Y2K, began attracting notable attention earlier this year. A long-line tank and low-rise capris in mismatched colours and patterns have finally knocked the Alo set from its gym-wear pedestal.
While the 2010-20s can be, for the most part, characterised by sharp lines, monochrome colourways and simple silhouettes, the 90s and 00s adopted a more freeform design process. This allowed for playful experimentation, materialising in cult pieces like the Adidas x Stella McCartney Skapri, the Oakley Juliet and Nike Tennis Dresses
It’s not only the unique silhouettes and colours that are captivating the market – the difference in fabrics between vintage and modern sportswear has become a key topic in discussions surrounding this trend. In the 90s, cotton was the go-to for activewear. It was comfy, could be washed continuously, and embodied that easy-breezy lifestyle that we so often associate with the 90s.
In the 2010s, activewear brands abandoned cotton and switched to synthetic materials. These new garments were advertised as the perfect gym wear due to the new moisture-wicking properties, leaving sweat patches in the past. With the popularisation of the clean girl aesthetic, these pieces, paired with a matching water bottle and a slick-back, became the go-to viral look for gym enthusiasts. You won’t be surprised to hear that this shift in material use correlates to social media development. Synthetic sportswear, like AI, is meant to make our lives easier, reducing the hardships of sweat patches and friction, but at the cost of individual style.
I also want to bring attention to recent discussions regarding microplastics. According to the National Institute of Health, microplastics, found in synthetic materials, can be absorbed into the skin. Our skin’s ability to absorb these fragments is increased when we sweat. Therefore, wearing synthetic materials when working out exposes our body to even more toxic microplastics. It then makes perfect sense why a person trying to reject the overconsumption of social media and modern tech would also reject modern fabrics.
But why activewear? If we want to express our hatred of AI and modern tech, we can do so without having to work out, right? The truth is, exercise and wellness are deeply ingrained in this trend. Take the humans in WALL-E, for example; their reliance on machines becomes unavoidable once they lose their ability to move properly due to lack of exercise and poor diet. Our determination to participate in sport and exercise directly goes against technology’s attempts to make our lives effortless. For a lot of people, this determination is intensified by the mental health benefits of exercise; whether that is due to the community surrounding a certain sport or simply the endorphins released when working out. In comparison, I think we can all agree that doomscrolling has the opposite effect on our minds.
Then come the environmental factors. It’s common knowledge that AI is terrible for the environment due to excessive energy and water usage, not dissimilar to the issues with fast-fashion and textile waste. Other than not shopping at all, shopping vintage and second-hand is the most sustainable way of consuming fashion, and comes with an added bonus – it’s usually significantly cheaper. Plus, most cardio-based sports and exercises can be enjoyed without any environmental risk. The combination of the two provides the perfect fashion partner to an ‘analogue’ lifestyle.
Naturally, modern brands have attempted to recreate these distinctive items. In order to remain true to the essence of this trend, there are a few alternatives I can recommend, but if shopping vintage is out of the question, I may angle you towards a few independent designers…
Isabella Vrana’s new collection includes 90s-inspired athleisure pieces in exciting colours. The garments are designed and created in the UK following ethical practices and produced in small quantities. Orchard NYC combines vintage-inspired silhouettes and collage-style designs to create gym sets that scream 90s nostalgia. And finally, This Belongs To, a London-based brand that produces handmade garments made from natural and recycled materials. Although not primarily an activewear brand, their capsule collection of layered tanks and shorts would be perfect for any workout.
Critics may say that this trend just promotes another branch of consumerism, and in some cases they might be right; a consumerist society will always try to profit from what is popular. But there are definitely positives to be taken from this movement.
Adopting nostalgic forms of media can deter young people from spending as much time doomscrolling on their phones, bring attention to smaller designers and inspire individual creativity. Popularising vintage activewear promotes second-hand shopping and healthy lifestyle choices.
All while giving AI the middle finger.
