James Jebbia has said that his influence as a designer “ was definitely the young skaters in New York. Streetwear as we know it today originated in the ’90s, in the hip-hop scenes of New York, the surf-skate and graffiti culture of Los Angeles, and within the nightlife of Japan. Hypebeast defines streetwear as “fashionable, casual clothes”, but explains that this definition undermines the “multi-billion dollar” industry that streetwear has become. Streetwear is a dynamic genre of fashion, open to creative brands sharing meaningful messages to the world through their designs. Because of its community-based nature, streetwear influencers, editors, and stylists are a voice of respected authority and therefore make very valuable brand partners. Understanding what streetwear is, where it comes from, and what it means to community insiders is essential to create and promote top-selling collections that are not only current, but timelessly rule-breaking. But fashion genres that are not made for the consumer rather curated and developed by the consumer, can sometimes be hard to define. It isn’t too difficult to separate luxury from high-street, bespoke from fast-fashion, formal-wear from leisure-wear. Many genres of fashion can be defined with a general understanding and consensus that most of us subscribe to. There is no limit to what you can put a logo on.Streetwear is a common term often thrown around without much thought to what it really means, what its values are, or where it comes from. It is not unusual to see brands collaborate with toy manufacturers or furniture makers. These are almost an accessory to your outfit. In addition to sneakers and clothes, collectables have become a hot commodity. Think about your favorite releases I’m sure a few collaborations spring to mind.
For example, it enables Nike to keep churning out Jordan 1’s, offering new color palettes and reimagined silhouettes. This creates demand and adds value.Ĭollaboration is a strong asset, celebrated in streetwear. People don’t just consume it, they collect it, hoard it. As a commodity, streetwear is at the forefront of pop culture. Streetwear invites you to form your own style you can wear it oversized, wear it fitted or wear it wrong! This is something that previous fashion houses have failed to do. Traditional designers spend a lifetime trying to perfect a silhouette. It’s a versatile product: the visual aesthetic can be molded and becomes a form of self-expression depending on how you wear it. One of the successes of streetwear is its inclusiveness. Inspiration was drawn from art, music and sport, often embracing a lifestyle or counterculture. The designs became more functional, incorporating a utilitarian aesthetic.
Streetwear shifted the focus from garment craftsmanship to brand identity. Fast forward to the 90s and brands like Supreme, Bape, Neighborhood and Maharishi were established. Shawn Stussy founded the very first streetwear brand, Stüssy, combining skate and surf culture to offer a unique aesthetic and approach to fashion. In the early 1980s, streetwear was born as an artistic expression through style. Who’d have thought we’d see Jordans on the Dior runway? What started as an extension of skate and hip-hop culture is now the highlight of fashion week. Streetwear has infiltrated the fashion industry and become synonymous with modern fashion design.
0 kommentar(er)
