Happy Monday, oomifes. I heard “In The Dark” by Dev in the club last week and I knew that it was time. 

Time for what, you ask? Time for me to propose the Swagaissance. 

If you know me IRL, you know I used to pray for times like these. I’ve been craving the rush I felt at that time, where it was cool (swaggy, even?) to be audacious and wild. The swag era was quite unserious, but I think we can learn a lot from that time! 

In an age where we have brought back every recession-era and 2010s trend, one has been noticeably absent: Swag. 

You know the swag era (and I’m not talking about whatever Eric Adams promised to bring back). The clothes were bright, the music was hard, the dances were everywhere, and the photos were crispy. We are living in a swag drought — but there are inklings that it is primed for a revival.

Blending recession pop soundscapes with hip-hop culture, the swag era began to percolate around 2009 and lasted until around 2013. Some aesthetic markers include skinny jeans, neon garments, prominent streetwear brands (Obey), overfiltered Instagram posts, snapbacks, I <3 Boobies bracelets, fake glasses, and Jordans. 

It’s surprising to me that people have largely skipped over this time when trying to mine for inspiration in the 2010s. Some people have tried to bring it back, starting around 2023, but it hasn’t caught on like indie sleaze. 

The swag era was not particularly stylish, but God, was it fun! It’s easy to look back at the hypebeast outfits and try-hard poses of this time and cringe. But regardless of what you think about the actual trends, you can’t deny that this period was audacious.

We are in a bit of conservative time, not just politically, but culturally. Young people are repressed and anxious. It’s been reported on endlessly over the past few years — we don’t have sex, we don’t drink, we don’t do drugs, we don’t go out, we don’t do XYZ because it’s cringe. We like “clean girls” and “quiet luxury” and doing everything we can to look aspirational without seeming like we are trying too hard. 

But the interest in all of the 2010s trends and mini eras indicate a clear interest in shedding these restrictions we have put on ourselves. Everyone wanted to bring back indie sleaze and recession pop because it seemed fun and we’re all missing that feeling. The swag era is a natural next step for trend mining because, to state the obvious, there was SO MUCH DAMN SWAG!! 

The difference, to me, between the so-called indie sleaze revival and the swag era is in their versions of coolness. The indie sleaze revival has inspired a carefree sentiment, but with a sort of bored detachment typically characteristic of “it girls.” The swag era was anything but passive. People were trying hard and stood behind their looks, posts, and dances 100%. It didn’t matter if you looked crazy because you were confident — cocky —  doing it. 

People are already starting to revive swag (albeit, by mixing some of its elements with other trends of the time). I think some other indicators that it’s on the precipice of re-entering mainstream culture are: 1) Neon is making a comeback; 2) Cheeky graphic tees have been in 3) People are craving swag era music.

Ultimately, confidence and experimentation are the key things to take away from the swag era. We have become too shy, too demure, too quiet since the start of the decade. It’s time we did, tried, and said things with our full chests! Many people have already called for the end of nonchalance. They are craving earnestness, full expression, and self-assurance. What better way to do this than hopping back in our swag eras?

I’ll leave you with this, my mood board for bringing back swag in 2025 featuring inspo new and old:

Every Monday letter gets a playlist. We have a swag era playlist today. The music was such a key part to this time because it matched (or perhaps inspired) the energy of the era. It’s hype, it puts a bounce in your step, and it’s PERFECT. 

In this week’s playlist:

• You’re a Jerk - New Boyz

• Like a G6 - Far East Movement, The Cataracs, DEV

• Swag Surfin’ - F.L.Y., Easton

• Pretty Boy Swag - Soulja Boy

• Boyfriend- Justin Bieber 

• 23 - Mike WiLL Made-It, Miley Cyrus, Wiz Khalifa, Juicy J

• Black and Yellow - Wiz Khalifa

Other things I want to share with you.

• John and Hank Green did a couple of videos on social media addiction that captured a lot of my feelings about the internet lately. 

• 100,000 people marched in defiance of Hungary’s ban on Pride. These are scary times but we are stronger together!

• Beyoncé was marked safe after her flying car malfunctioned. 

• The 1975 Glastonbury set made me emotional!!! Watching Matty Healy sing “Robbers” transported me back to 2013.

• Shelly (Clairo’s band with her best friends, which experienced an uptick in renewed interest last year) is BACK.