THE RETRO DECADE

Life in the 90's

When you think of the 90’s, you probably have that nostalgic squint in your eyes. Life was simple, at least we think it is. The 90’s was an era of transformation, resilience, and change was well welcomed. It's a throwback to innocence when people danced to the dancehall music flooding Nigerian house parties back then, and they watched classic American TV sitcoms. If you ask what comes to mind when I hear of this period, I'll simply tell you, box TVs, old calendars, large shoes, typewriters, long hours, wide grins, strong cars with shiny mirrors and clean tire rims, happy people, and vintage dreams. It was a period filled with memories, simpler pleasures, and an undeniable sense of community.

Life in the 90’s wasn't all fun and smiles, it came with its challenges but trust Nigerians well to laugh through it "Last, last, shebi everybody go dey alright?"

Before the old oppressive system of khakis and palace coups caved in, there were rays of hope in the 90’s. Entertainment was the light. Nigeria's first private radio station, Ray Power was established in 1994. The first private TV station, Clapperboard came on air circa 1995. NTA fed us with British and American programs and we engulfed ourselves in the likes of Martin and Fresh Prince of Bel Air.

The 90’s saw the rise of digital music as well as the birth of Nigerian hip-hop music, and at the same time was remembered mostly for its quiet. The Abacha days (1993-1998) which was a period of political and economic turmoil took its toll on cultural production. Cultural producers were being sanctioned for their works. Notwithstanding, music continued to thrive and evolve, reflecting the country's history, culture and social dynamics. The 90’s was a time when cultural production grew alongside a new genre of music that was influenced by American rap and hip-hop. If you didn't vibe with bands like Remedies, Tribesmen and Plantashun Boys you would've most likely been called a killjoy.

Fashion then wasn't just all about looking good, it was about self-expression, –expressing cultural heritage– redefining styles, re-branding traditional wears with contemporary styles and still looking classy. Fashion then was influenced by so many factors, but we still retained our charm and distinctive allure. Fashion in the 90’s started experiencing little changes, it became more retro, pop and hip with a lot of notable Western influence. People began to rock crop tops, Capri pants, and traditional attires like the Boubou gowns. Word has it that it was also during this period that Ankara fabrics made an appearance and gained national acceptance.

In the fashion world of the 90’s, there were a few standouts that caught everyone's attention, like the use of vibrant and bold colors. People embraced rich hues like bright yellows, oranges, and blues, creating a lively and energetic fashion scene. Incorporating traditional fabrics like Ankara and Adire into modern designs was also common. These fabrics added a unique and cultural touch to outfits, making them exceptional. The clothes, shoes, hair, and accessories of that time reflected the strong influence of American lifestyles. Fashion was not just about the clothes, but also the hairstyles, too. Popular hairstyles during that time were braids, cornrows, and the iconic "Ghana weaving". For men it was either "low-cut" or "fade". Most times, they just rocked their full shiny afros. Suits were styled with bold patterns and vibrant colors, most times with hats and sunglasses.

The younger men who liked to "swag" made use of denim, like jeans and denim jackets. These jeans normally went along with graphic t-shirts with bold designs and logos.

The advent of Black and White TV occurred during this period. Only the rich could afford this then, and those who didn't have one at home would sneak glances through windows just to have an experience of a screen projecting human figures. Electricity still wasn't stable, but it was better than what we have now. There was also the iconic Palito Radio which was an equivalent of Air pods. It was affordable and was very much cherished. Lots of snacks, like Trevor candies, goody-goody, coaster biscuits, and the legendary Coca-Cola thrived and made life bliss for children and adults likewise.

We hope we were able to transport you back in time and remind you of the importance of cherishing and romanticizing life. Please share our stories on your social media platforms, and be sure to follow us on our social media platform @theconteur_magazine on Instagram.

CREDITS

Editor in chief: oluwatoyin @oluwatoyiiin

Photographer: Yiwola @_yi_wola

Writer: Titilayo oloidi @t_teelayo

Creative direction: oluwatoyin @oluwatoyiiin

Studio and lighting: Studiio cafe @studiiocafe

Model: Icapture @iamicapture

Cover design: favour @favickk