Some of these labels were one bad season from vanishing; others just needed the right designer, a viral moment or a new generation to rediscover them.
1GucciA near-bankrupt Florentine house that Tom Ford turned into the sexiest label of the 1990s, before Alessandro Michele reinvented it again in 2015.1000pts
2BurberryThe British trench-coat maker that shook off its football-hooligan check image under Rose Marie Bravo and Christopher Bailey.953pts
3Hush PuppiesThe suede shoe brand nearly retired in 1994 until downtown New York kids made it cool again, a textbook tipping-point story.794pts
4FilaThe Italian sportswear label that faded after the 1990s and returned with chunky Disruptor sneakers in the late 2010s.600pts
5LacosteThe crocodile polo brand that slipped into discount bins in the 1990s and regained its prestige in the 2000s.529pts
6BirkenstockThe orthopedic German sandal that went from hippie footwear to runway darling and a 2023 New York Stock Exchange listing.529pts
7ConverseThe Chuck Taylor maker that went bankrupt in 2001 and was revived under Nike into a global sneaker staple.353pts
8Dr. MartensThe Northampton boot brand that nearly went under in 2003 and returned as a fashion favourite floated on the London Stock Exchange.353pts
9Abercrombie & FitchThe once-shunned mall brand that dropped shirtless models and logos and became a 2020s success story with grown-up basics.353pts
10CrocsThe foam clog that crashed after 2008, then came back through celebrity collabs, Jibbitz charms and a record-breaking 2020s.240pts
11CoachThe New York leather-goods label that slid into outlet-mall territory and bounced back with Stuart Vevers and the viral Tabby bag.0pts
12Levi'sThe denim pioneer that lost a third of its sales by the early 2000s, then won back stores and shoppers with the 501, Gen Z fits and a 2019 return to the stock market.0pts
13BalenciagaA dormant Paris couture house revived by Nicolas Ghesquiere and later made a streetwear juggernaut by Demna.0pts
