Against all odds, one of the most iconic fashion labels of the 1990s has announced its comeback. Reissues of flagship products, fun pieces and vintage touches now define the new direction of this brand, loaded with memories.
In the 1990s, a Bordeaux brand left its mark on an entire generation with its backpacks, colorful t-shirts, and original collaborations. It was seen everywhere, from the playground to parties with friends, young people proudly displayed its pieces streetwear emblematic. However, this brand which had managed to make a place for itself at the heart of fashion casualdisappeared in 2019, victim of economic difficulties. Today, it is making a remarkable comeback, in a spirit “a bit crazy” while retaining its original style, as the managers point out. Under the leadership of two young entrepreneurs, Antoine Caillet and Franck Uch, the house is reborn. Antoine, the founder’s son, had already attempted a relaunch in 2019, but this time, the ambition is clearer and anchored in post-Covid realities. The company has refocused on its fundamentals: fun and nostalgia. The flagship products of the 1990s are then brought up to date, with a collection called Legacy which revives logo t-shirts and striped sweatshirts having shaped the brand’s reputation.
You guessed it, we’re talking about DDP. It is in its historic premises in Bègles, near Bordeaux, that the label is now coming back to life, in a space of more than 6,500 square meters, with a vintage design and tagged walls. A hybrid place welcoming startups, artists and even a craft brewery. This return is part of a well-thought-out strategy, with exclusively online distribution. Indeed, faced with a struggling retail market, the new managers preferred to focus on digital to reach a new clientele, while remaining loyal to its old fans. A pop-up store had been opened in Bordeaux to test this proximity with the public. For this comeback, the brand is keeping its DNA, but adapting it to the current era.
The prices are affordable, 35 euros for a t-shirt, 95 euros for a color-block sweatshirt and 129 euros for jogging pantsthe products being made between France, Portugal, China and India. Not forgetting the mascot Eggman, well known to teenagers of the time, also in the game. In short, hats off to DDP, ready to do anything to win back its audience