Abstract

Bjorn Again? Rethinking 70s Revivalism through the Reappropriation of 70s Clothing 3 Fashion Theory, Volume 5, Issue 1, pp.3–28 Reprints available directly from the Publishers. Photocopying permitted by licence only. © 2001 Berg. Printed in the United Kingdom. IMAGE AVAILABLE ON HARDCOPY Bjorn Again? Rethinking 70s Revivalism through the Reappropriation Nicky Gregson, Kate Brooks and Louise Crewe of 70s Clothing Nicky Gregson is Reader in If this were merely the spring of a 70s revival, it would soon be the Geography at Sheffield University; summer of our discontent, because only a fop, fool or fashion victim Louise Crewe is Reader in Economic is going to step out in flappy loons, huge collars, platforms and Geography at Nottingham University. Their interests in the second-hand little bits of scarf tied around his neck, looking like George Best market span several sites, including opening a boutique. But as fashion plunders the decade that style car boot sales, charity shops and forgot, “Ripping and Rewrapping” (David Bowie, Diamond Dogs, retro shops. They have published numerous articles in this field, and 1994), it knowingly omits the ugly, ridiculous bits. together with Kate Brooks (currently a Ph.D student in Geography at To continue the musical