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Fashion Flashback: How “Friends” Became Gen Z’s Blueprint for ’90s Style

Joey, Ross, Chandler, Phoebe, Monica and Rachel have been resurrected from the 1990s—literally and figuratively. The fictional “Friends” sextuplet that catapulted into pop culture fandom in 1994 are back in the spotlight with a reunion show on HBO Max that aims to satiate the public’s thirst for nostalgia, including the show’s era-defining fashion.

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Fans’ continued interest in the sitcom revealed itself in 2019 when Netflix announced that all 236 “Friends” episodes were exiting the streaming platform, resulting in an outcry from millennial and Gen Z viewers who had either revisited the series, or in the case of Gen Z, begun watching it for the first time.

HBO Max picked up the show five months later, just in time to entertain and comfort viewers under extended periods of shelter-in-place orders. A survey conducted by CableTV.com in May 2020 found that “Friends” was the top show in the U.S. during the bleakest days of the pandemic. The sitcom was named the most popular series in 11 states, including seven of the 10 most populated ones.

Warner Bros. Consumer Products, the owner of the “Friends” brand, has cashed in on the show’s renewed popularity. The 2020 holiday season was flush with “Friends” merchandise, spanning oversized coffee mugs and advent calendars, to logo ringer baby tees and pajamas. The Friends Experience, an immersive exhibit that allows fans to step into re-created sets and tour original props and costumes, is now open in Chicago and New York City. Fans recently got a chance to book an overnight stay in the NYC exhibit for just $19.94—a nod to the show’s launch year.

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