Contempo Casuals, a staple in the American fashion landscape, has a storied history that began in 1962. Founded by Wil and Dottie Friedman in Los Angeles, the brand originated from a liquidation business that sold merchandise from bankrupt stores at discounted prices. The Friedmans noticed a particularly high demand for women’s clothing, leading them to open their first dedicated store in a San Fernando Valley strip mall. This initial success was followed by a move to a larger location in 1965, where they refined their identity as a trendsetting destination for the young and fashion-forward. Their instinctual approach to retail, despite having no prior experience, set them apart and helped establish a loyal customer base.

The Friedmans’ innovative spirit was evident in every aspect of Contempo Casuals, from the unique store designs to the vibrant, award-winning graphics inspired by Peter Max that adorned their packaging, labels, and advertisements. The store’s ambiance and the head-to-toe Contempo Casuals outfits worn by salesgirls created a cohesive and appealing shopping experience. This attention to detail and constant drive to stay ahead of fashion trends allowed Contempo Casuals to expand rapidly, becoming a beloved fixture in shopping malls across the country. By the late 1970s, the brand had become synonymous with the latest fashions at affordable prices, catering to a young, hip clientele that eagerly embraced its offerings.

In 1978, the Friedmans sold Contempo Casuals to the Carter Hawley Hale Group, and later the chain was acquired by the Neiman Marcus Group. Despite continued expansion, the absence of the Friedmans’ visionary leadership led to a decline in the brand’s fortunes. By 1995, Contempo Casuals had been converted into Wet Seal stores, marking the end of an era. Nevertheless, the brand’s legacy lives on, remembered fondly by those who cherished its role in shaping the fashion choices of multiple generations.

80s Contempo Casuals TV Commercial

How to tell if Contempo Casuals is vintage from the logo

Contempo Casuals has a rich history in the fashion industry, known for its trendy and fashionable clothing that appealed to a young, vibrant demographic. The brand’s logos have evolved over the decades, reflecting changes in design trends and brand positioning. By examining these logos, one can identify the era a particular piece belongs to, which is especially useful for vintage fashion enthusiasts. Below is a guide to help determine the vintage of Contempo Casuals clothing based on its logo.

1970s to 1980s Contempo Casuals logo

• The logo from this era is characterized by a bold and straightforward font.
• The text “CONTEMPO” is prominent, with “CASUALS” usually appearing in a smaller font below.
• The design is relatively simple, reflecting the minimalist trends of the late 20th century.

1970s to 1980s Contempo Casuals logo

1980s to 1990s Contempo Casuals logo

• This period saw a more stylized version of the logo, with the text “CONTEMPO” in a decorative, slightly italicized font.
• “CASUALS” is written in a cursive style, adding a fashionable flair to the logo.
• The logo sometimes included additional design elements like flourishes or decorative lines, enhancing its aesthetic appeal.

1980s to 1990s Contempo Casuals logo

1980s to 1990s Contempo Casuals logo

• Another variation from the same era featured a more modern and clean design.
• The font for “CONTEMPO” is thinner and more spaced out, giving it a contemporary look.
• “CASUALS” remains in a smaller font below, maintaining brand consistency while adopting a more refined style.

1980s to 1990s Contempo Casuals logo

How to tell if Contempo Casuals is vintage from the tags

Contempo Casuals, known for its trendy and casual wear, has evolved significantly over the decades. The brand’s tags provide a fascinating glimpse into its history, reflecting changes in design trends and production techniques. Here’s how to identify vintage Contempo Casuals clothing from different eras based on their tags.

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1970s vintage Contempo Casuals tags

• Features bold, colorful graphics often including stylized images of faces or artistic designs.
• The branding prominently displays “Contempo Casuals” with whimsical, decorative fonts.
• Tags are often rectangular with intricate and vibrant illustrations.

1970s Contempo Casual tags

1980s vintage Contempo Casuals tags

• Continues to use bold, artistic graphics but with a more refined and consistent style.
• The text “Contempo Casuals” is often paired with unique, decorative fonts and sometimes accompanied by colorful illustrations of faces.
• Tags are more rectangular and include both text and image elements prominently.

1980s Contempo Casual tags

1990s vintage Contempo Casuals tags

• Tags shift to a more minimalistic design with a focus on typography.
• Simple, bold lettering with “Contempo Casuals” often in a sans-serif or modern serif font.
• Tags may feature a simple black and white color scheme with clean lines and less emphasis on graphic illustrations.

1990s Contempo Casual tags