A millennial woman’s visit to a Hollister store in Cologne, Germany, has sparked mixed emotions and resonated with viewers on TikTok.
Once synonymous with teenage coolness in the 2000s and 2010s, Hollister was known for its dark, club-like atmosphere, strong scent, and friendly staff. However, the store now offers a well-lit, spacious retail experience, a stark contrast to its former vibe. The TikTok video, shared by Alina Sophie Garbers on December 2 under the handle @thealinasophie, has garnered over 1.4 million views.
In the video, Garbers, 31, can be seen wandering through the brightly lit store. The text overlay reads: “Going to Hollister as a millennial is such a strange experience: where is the music? Why is it so bright? Where are the half-naked boys greeting me? Why can’t I take a picture with anyone? Where is the smell?”
Garbers, who grew up in Cologne, reflects the nostalgia many millennials feel for the early 2000s, a time defined by unique and iconic retail experiences.
“As a typical millennial, I experienced the early 2000s as a teenager—the best and worst of both worlds, you can say,” Garbers shared with Newsweek.
Out of curiosity, she revisited a Hollister store after years, only to be surprised by the significant changes in the store’s atmosphere and corporate identity.
The TikTok video has resonated with many viewers, prompting them to share their own memories of the brand’s past store aesthetics.
“Former Hollister employee,” one viewer commented. “The fact we had to walk around every 15 [minutes] spraying the entire store.”
“I remember going with my mum and being so embarrassed because she kept taking the clothes to the shop window so she could see them properly,” another shared.
One viewer added, “Yes, Abercrombie and Hollister store aesthetics are so bad now. They lost everything good about them. They just look like American Eagle inside now.”
“Where’s the hut porch as the entrance?” another commented.
Garbers expressed surprise at the viral reaction to her video. “Honestly, I never expected it to go viral,” she said. “Many millennials still remember the ‘iconic’ Hollister stores: the dim lighting, the overwhelming scent of perfume, and the fact that, even in Germany, the staff only spoke English.”
She continued, “But I am delighted to see that the video resonated with so many people, and it is heartwarming to witness how social media can evoke nostalgic feelings for others.”
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