Dive summary: 

• Google has released search insight that shows searches for '90s style clothing is significantly up; the results show a '90s trend is underway. 
• Google compared searches for popular '90s clothing items from July 2012 to July 2013 and saw a dramatic increase in several terms; for example, searches for cropped tops increased by more than 110%, overalls by more than 180% and Zubaz pants by more than 150%. 
• Brands and retailers are embracing the trend by playing up their '90s style items; the pant brand Zubaz, which made patterned pants popular in the '90s, is capitalizing on its return to the spotlight with new ads and a tagline, "embrace the awesomeness of Zubaz."

From the article: 

"Other companies like Marc Jacobs, ASOS, and Hasbro are having similar experiences and also totally embracing the '90s through their PPC campaigns, Google reported."