In the 1980s, the skate and surf cultures of California gave rise to the fashion category known as streetwear. Since then, it has expanded into a multi billion-dollar industry and a worldwide phenomenon. Streetwear’s appeal can be linked to a number of things, such as its ties to subcultures, its creative branding, and its impact on high fashion.
Subculture Connection
With subcultures like skateboarding, hip-hop, and punk rock, streetwear is strongly associated. Since these subcultures have always had a distinctive aesthetic, streetwear has arisen as a means for people to identify with them. For instance, skateboarders required clothing that was flexible, comfortable, and strong. They were able to get clothes from streetwear companies like Vans and Supreme that matched their needs and reflected the skateboarding way of life.
The emergence of streetwear was significantly influenced by hip-hop culture. Early hip-hop singers like Run-DMC and LL Cool J made companies like Adidas and Kangol popular, turning them into emblems of the hip-hop look. Streetwear companies like A Bathing Ape and Off-White are still influenced by hip-hop, adding characteristics like baggy pants and graphic t-shirts into their designs.
Innovative Branding
Streetwear companies have long led the way in creative branding. They adopted limited editions, team ups, and influencer marketing long before these concepts gained popularity in the larger fashion business. Streetwear companies like Supreme, which has established itself as a global icon, are renowned for their capacity to generate buzz and anticipation around their goods. Their limited releases, often done in collaboration with high-profile artists or brands, have become highly sought after by collectors and enthusiasts.
The emphasis on uniqueness and authenticity in streetwear branding is another factor. Streetwear companies have fostered a sense of belonging among their customers by making them feel special when they wear their products. Limited releases and fostering ties with their clients through social media and other channels have helped brands like Palace and Stussy achieve this.
Influence on High Fashion
Streetwear has become increasingly influential on high fashion in recent years. Streetwear designs have served as inspiration for luxury fashion labels, who have incorporated them into their collections. For instance, Supreme and Louis Vuitton have worked, and Virgil Abloh of Off-White was appointed artistic director of Louis Vuitton menswear in 2018. Streetwear components like hoodies and shoes have also been included into the collections of other high-end companies like Gucci and Balenciaga.
The emergence of “athleisure” clothing is another example of how streetwear has influenced high fashion. The term “athleisure” describes clothing that is made for athletic pursuits but is also stylish enough to be worn outside of the gym. In order to profit on this trend, companies like Lululemon and Nike have developed comfortable, useful, and fashionable clothes.
From Subcultures to High Fashion
Streetwear’s ties to subcultures, creative branding, and impact on high fashion have all contributed to its global phenomenon. Streetwear has developed from a specialised fashion prefered by skateboarders and hip-hop artists to a billion-dollar market that has drawn in customers from all over the world. It will be interesting to observe how streetwear influences fashion and culture in the years to come as it continues to develop.
