Fashion trends have a way of circling back, and it seems one iconic brand from the early 2000s is ready to reclaim its spot in the limelight—Apple Bottom Jeans! Nelly, the St. Louis rapper and founder of the brand, took to social media recently to announce the highly-anticipated return of the denim label that once had everyone talking.
In a post that sent waves of excitement through fashion circles, Nelly shared an image of the signature Apple Bottom script logo, artfully stitched on the back pocket of a pair of jeans. The picture featured a model with perfectly placed, manicured hands showcasing the jeans, igniting nostalgia for the brand’s early 2000s glory days. Along with the image, Nelly playfully wrote, “Don’t call it a comeback!!!! Wanna see what I’ve been up to… Make sure you sign up for behind-the-scenes access and our First Big Kick Off!!!!”
But this isn’t the first time Nelly has teased the return of Apple Bottoms. Earlier in April, he shared mock-up designs of the brand’s upcoming apparel, fueling rumors that something big was in the works. And now, it’s official—the denim brand that took the world by storm in 2003 is on its way back, with a planned relaunch set for this fall.
The Apple Bottoms Relaunch: What We Know So Far
On its official website, Apple Bottoms declares, “Cover your a**. Apple Bottoms are back. Launching this fall.” Visitors to the site can sign up for email and text updates to ensure they’re the first to know when the brand drops. The site even features a slick campaign video showing women strutting through New York City, rocking the new Apple Bottoms designs.
While it’s been a minute since Apple Bottoms was at the forefront of fashion, this isn’t the first time Nelly has hinted at a relaunch. Back in March 2020, the “Grillz” rapper stirred up excitement by sharing a red Apple Bottoms logo with the cryptic message, “It’s bout that time…!!!!!!!!!!!!!!! Don’t call it a come back..!!!!!”
The nostalgia didn’t stop there—Nelly also shared a throwback photo from one of the brand’s original photoshoots. Along with the image, he added, “I still have some outtakes of this one I can’t even show y’all. I was a wild boy back in these days. The photoshoot was fun, but the after-parties were way better… let’s just say I was the fixer back then also.” Clearly, Nelly has fond memories tied to the brand’s rise in the early 2000s.
A Look Back at Apple Bottoms’ Success
Apple Bottoms was originally founded by Nelly in 2003, along with Yomi Martin, Nick Loftis, and Ian Kelly. What started as a denim-only line quickly expanded to include lingerie, swimwear, shoes, accessories, and even a clothing line for young girls and toddlers. The brand became a cultural sensation, especially for women who appreciated its mission of celebrating curves.
By 2006, Apple Bottoms had achieved notable success. A WWD report from that year ranked it as the sixth-most searched denim brand, with an impressive search volume of 43,446 in one month alone. It trailed only behind heavy hitters like True Religion, Joe’s Jeans, Diesel, Guess, and Levi’s.
Is the Fashion World Ready for Apple Bottoms Again?
The return of Apple Bottoms raises the question—are we ready for another early 2000s fashion comeback? Y2K trends have certainly been making a strong resurgence lately, with everything from low-rise jeans to trucker hats finding their way back onto runways and social feeds. For fans of the brand, this relaunch couldn’t come soon enough.
However, the fashion landscape has changed dramatically since Apple Bottoms first made its debut. The rise of inclusive fashion, body positivity, and sustainable practices may pose new challenges for the brand to navigate. Will Apple Bottoms adapt to these shifts, or will it lean into the nostalgia factor to recapture its former audience? Only time will tell.
No matter what, Nelly’s confident tone makes it clear that he’s ready for Apple Bottoms to make waves once again. And with the upcoming fall launch on the horizon, fans won’t have to wait much longer to see if the brand can reclaim its place in the world of denim fashion.
One thing’s for sure: Love it or not, Apple Bottoms is back, and it’s bound to make an impact—just like it did the first time around.