The return of the scrunchie?

Surely not? I was surfing the net when I noticed an advertisement for American Apparel scrunchies! After further investigation on the AA website, it looks like the company is putting a lot of their weight behind the product, priced at £5 each. (I can't help but think of that Sex and the City episode when Carrie insists no New Yorker in their right mind would ever wear a scrunchie. Right enough, she never mentioned anything about LA.)