The Oasis comeback tour continues to drive online demand for 90s-inspired Britpop purchases, new data from ecommerce agency, Visualsoft, reveals.

Earlier in July, data from sportswear giant JD reported that Oasis-themed fashion increased by +913% ahead of the band’s first reunion gig. On-site searches referencing ‘Oasis’ experienced a +464% uplift in June compared to the month prior, while queries for ‘Oasis trainers’ also rose by +139% in June.

New data from Visualsoft reports that between May – July 2025, searches for ‘Oasis’ rose by +790% compared to the same period last year, while the number of keyword searches for ‘Oasis t-shirt’ also increased by +527% over the same period.

“With Oasis fever sweeping the UK, demand for the group’s iconic 90s fashion has surged. Fans are embracing the nostalgia to complete their gig-ready looks.” 

Callum McGuinness, Digital Trading Lead, JD UK & ROI

When culture drives commerce

Key items trending within online search included ‘bucket hat’ (up 175% in July vs 2024), while ‘parka jacket’ searches trebled and searches for Liam Gallagher’s brand, Pretty Green, also surged +156% year-on-year.

“The Oasis reunion has brought the sound, spirit and style of the Britpop era roaring back,” said Jenna Pollard, Senior Analyst at Visualsoft. “From parkas to bucket hats, fans aren’t just buying tickets – they’re buying into the look.”

As culture impacts commerce, “the Oasis reunion is more than a once-in-a-generation music event – it’s a serious economic opportunity,” said Theresa Lindsay, CMO at Novuna Personal Finance. It estimates that the tour will inject over £940million into the UK economy between July and September this year.