In the 1990s turquoise was perceived as a fresh color. In the US it was tied to the influence of Southwestern style and culture, and symbolized the environmental movement and care for nature. Turquoise jewelry from American Indian traditions became hugely popular. Being warmer and more emotional, this color was a response to the strict, cold minimalism of the previous decade, which had passed under the banner of the Yuppie. American fashion fairly quickly went global.
And, incidentally, turquoise was so on-trend at the time that the San Jose Sharks, a new NHL club, chose it as their team color.
A note
The rise of “acid” colors in 1990s fashion is tied to several sociocultural phenomena:
- Rave culture:
- The mass spread of electronic dance music.
- Fluorescent colors looked great under ultraviolet light. - Technological progress:
- New synthetic materials.
- The development of fabric-dyeing technology.
- The availability of bright dyes. - Youth culture:
- A protest against the conservative fashion of the ’80s.
- A drive for self-expression.
- The influence of MTV and the music industry.
- Sport style (especially combined with neon colors). - The sportswear industry:
- Bright sportswear from major brands.
- The popularity of extreme sports.
- The blending of sport and everyday style. - Economic factors:
- Mass production of cheap, bright clothing.
- The availability of imported goods.
- The growth of the youth fashion market.