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Streetwear is a style of casual clothing which became global in the 1990s. [1] It grew from New York hip hop fashion and Californian surf culture to encompass elements of sportswear, punk, skateboarding, 1980s nostalgia, and Japanese street fashion. Later, haute couture became an influence, and was in turn influenced by streetwear. [2] Streetwear centers on comfortable clothing and accessories such as jeans, T-shirts, baseball caps, and sneakers. Brands may create exclusivity through artificial scarcity; enthusiasts follow particular brands and try to obtain limited edition releases, including via proxy purchases. [3] [4]
Streetwear style is generally accepted to have been born out of the New York City hip-hop culture of the late 1970s and early 1980s, with elements of Los Angeles surf culture. [5] Early streetwear in the 1970s and 1980s also took inspiration from the do-it-yourself aesthetic of punk, Japanese street fashion, new wave, heavy metal, and established legacy sportswear and workwear fashion brands such as Schott NYC, Dr. Martens, Kangol, Fila and Adidas.
In the late 1980s, surfboard designer Shawn Stussy began selling printed T-shirts featuring the same trademark signature he placed on his custom surfboards. Initially selling the items from his own car, Stussy expanded sales to boutiques once popularity increased. [6] [7] [8] Then as sales peaked, Stüssy moved into exclusive sales to create product scarcity, which established streetwear's focus on T-shirts and exclusivity. [9]
In the early 1990s, burgeoning record labels associated with popular hip-hop acts like Tommy Boy Records, Def Jam Recordings, and Delicious Vinyl began selling branded merchandise embroidered onto letterman and workwear jackets made by companies like Carhartt. [10] By mid-decade, influences included skateboarding and gangsta rap. Professional American sports franchises have had a significant impact on the scene, especially the New York Yankees, Los Angeles Raiders and Chicago Bulls caps and jackets, with their production of oversized team jerseys, as well as boots from The Timberland Company and the latest shoe design releases from Nike, Inc. Brand launches by the chief executives of record companies followed, with Russell Simmons of Def Jam launching his Phat Farm label, Sean Combs of Bad Boy with Sean John, and Jay-Z and Damon Dash of Roc-a-Fella Records launching Rocawear.
Jil Sander was the earliest luxury fashion brand to collaborate with a sportswear firm, Adidas, on a co-creation project in 1998. [11] Since then, the advent of "bling" culture saw established luxury brands make inroads into the market, with Burberry, Gucci and Fendi making appearances in films and hip hop videos. Singer Pharrell Williams partnered with fashion designer and A Bathing Ape creator, Nigo, to create Billionaire Boys Club, [12] credited with mixing Japanese street fashion and streetwear and increasing their visibility in high fashion. [13] Fashion clothing manufacturers began to follow the streetwear companies, co-opting the idea of very limited edition capsule collections, known as "drops", using social media and product scarcity as marketing tools. [14] [15]
In the 2010s, some streetwear brands were coveted as much as the most historically elite fashion brands. Complex Magazine named Stüssy, Supreme, and A Bathing Ape as the top streetwear brands, [9] and many went on to collaborate on prized high fashion capsule collections such as Supreme x Louis Vuitton, Fila x Fendi, A Bathing Ape x Comme des Garcons, and Stüssy x Dior. [16]
Contemporary streetwear has an increasing influence on haute couture, and has itself been influenced by runway shows. Designers such as Virgil Abloh and Raf Simons have had a large impact on the evolution of streetwear through their influence on hip hop and popular culture. [17] [18] Other designers such as Demna Gvasalia, creative director of Vetements and Balenciaga, championed trends such as the chunky sneaker [19] and oversized hoodie. [20]
Streetwear is an inclusive style in fashion as it is gender neutral and often designed by people of many different ethnicities and backgrounds. [21]
"Hypebeast" (occasionally "hype beast") culture is a colloquial term that at first was considered a derogatory term until the Hong Kong journalist and businessman Kevin Ma [22] reappropriated it as the name of his fashion blog, Hypebeast . [23] Even after Ma's fashion blog expanded to a world-famous website, hypebeast still had some negative connotation in the US: namely a lack of authenticity and an interest only in following existing trends. [24] In the UK, hypebeast is a pejorative for a hipster who appropriates designer streetwear and buys only the latest releases, in an ironic imitation of mainstream celebrities like Kanye West. [25] Even though many people will refer to themselves as hypebeasts, taking it as a term of endearment (much like the evolution of the term otaku in Japanese popular culture) others still respond to the negative connotation. [26]
With a growing trend of prominent brand names and logos on clothing, there has been a development of "hypebeast culture" connected to streetwear as of the mid-2000s. Hypebeasts are defined as buying clothes and accessories to impress others. [27] This trend is inspired by a 1990s fashion for clothing covered in brand names and logos. [28] Hypebeasts usually wear a variety of name brands at once to boast their affluence and display popular trends. Another component of "hypebeast culture" is the link to resellers. Resellers will purchase an upcoming trending sneaker to resell it at a higher asking price later. The resale market and hypebeasts can profit from brands by purchasing them for the trend rather than their cultural significance. [29]
Sneakers have been a part of streetwear since the late 1970s. [30] By the late 1980s, sneaker collecting had become a major part of the streetwear subculture, due in large part to Air Jordans, the signature shoes of basketballer Michael Jordan. [31] Another sneaker of streetwear has been the Nike Air Force 1, popularized in the hip hop, trap, and grime scenes. [32] Although styles of shoes have changed, the link between sneaker culture and streetwear remains strong. The sneaker market is approximately valued at $85 billion USD in 2022 and is predicted to reach $120 billion by 2026. [33] [34]
Hip-hop fashion refers to the various styles of dress that originated from Urban Black America and inner city youth in cities like New York City, Atlanta, and Los Angeles. Being a major part of hip hop culture, it further developed in other cities across the United States, with each contributing different elements to the overall style that is now recognized worldwide.
A tracksuit is an article of clothing consisting of two parts: trousers and a jacket usually with a front zipper. Also known as sweatsuits or trackies, tracksuits are designed to keep the body warm during and after athletic activity. It was originally intended for use in sports, mainly for athletes to wear over competition clothing and to take off before competition. In modern times, it has become commonly worn in other contexts. The tracksuit was one of the earliest uses of synthetic fibers in sportswear.
Yakira, L.L.C. is an American urban fashion company founded by Marc Ecko in 1993. The company makes apparel and accessories under the brands Ecko Unltd. line for men and the Ecko Red line for girls and women. It is headquartered in New York City. The company's products gained public attention in the late 1990s; they were originally associated with hip-hop and skate culture and moved into mainstream urban culture in the early 2000s. It is most often associated with hip-hop. The style is based on graffiti art. Its brand features a rhino as its logo. Rap artist MC Serch of 3rd Bass assisted with marketing in the early years of the company.
Fashion in the 1990s was defined by a return to minimalist fashion, in contrast to the more elaborate and flashy trends of the 1980s. One notable shift was the mainstream adoption of tattoos, body piercings aside from ear piercing and, to a much lesser extent, other forms of body modification such as branding.
Japanese street fashion refers to a number of styles of contemporary modern clothing in Japan. Created from a mix of both local and foreign fashion brands, Japanese street fashions tend to have their own distinctive style, with some considered to be extreme and imaginative, with similarities to the haute couture styles seen on European catwalks.
Fashion of the 1980s was characterized by a rejection of 1970s fashion. Punk fashion began as a reaction against both the hippie movement of the past decades and the materialist values of the current decade. The first half of the decade was relatively tame in comparison to the second half, which was when apparel became very bright and vivid in appearance.
The fashions of the 2000s were often described as a global mash up, where trends saw the fusion of vintage styles, global and ethnic clothing, as well as the fashions of numerous music-based subcultures. Hip-hop fashion generally was the most popular among young people of both sexes, followed by the retro-inspired indie look later in the decade.
History of fashion design refers specifically to the development of the purpose and intention behind garments, shoes, accessories, and their design and construction. The modern industry, based around firms or fashion houses run by individual designers, started in the 19th century with Charles Frederick Worth who, beginning in 1858, was the first designer to have his label sewn into the garments he created.
Sneaker collecting is the acquisition and trading of sneakers as a hobby. It is often manifested by the use and collection of shoes made for particular sports, particularly basketball and skateboarding. A person involved in sneaker collecting is sometimes called a sneakerhead.
Kiks Tyo is a Japanese fashion brand founded by DJ, designer, photographer and streetwear/sneaker culture personality hobby:tech in 2006.
Street style is fashion that is considered to have emerged not from studios, but from the population at large. Street fashion is generally associated with youth culture, and is most often seen in major urban centers. Magazines and newspapers commonly feature candid photographs of individuals wearing urban, stylish clothing. Mainstream fashion often appropriates street fashion trends as influences. Most major youth subcultures have had an associated street fashion. Street style is different all around the globe.
Stüssy is an American privately held fashion house founded in the early 1980s by Shawn Stussy. It benefited from the surfwear trend originating in Orange County, California, but was later adopted by the skateboard and hip hop scenes.
The 2010s were defined by hipster fashion, athleisure, a revival of austerity-era period pieces and alternative fashions, swag-inspired outfits, 1980s-style neon streetwear, and unisex 1990s-style elements influenced by grunge and skater fashions. The later years of the decade witnessed the growing importance in the western world of influencers paid to promote fast fashion brands on Pinterest and Instagram.
Athleisure is a hybrid style of athletic clothing typically worn as everyday wear. The word is a portmanteau combining the words 'athletic' and 'leisure'. Athleisure outfits can include tracksuits, sports jackets, hoodies, yoga pants, tights, sneakers, flats, Birkenstocks, uggs, leggings and shorts that look like athletic wear or pair well with it. Characterized as "fashionable, dressed-up sweats and exercise clothing," athleisure grew during the mid-2010s, from the popularity of yoga pants that emerged throughout the mid to late 2000s. The athleisure trend entails casual clothing options that give North American women the option to incorporate athletic clothing as part of their everyday attire, irrespective of their actual engagement in physical activities.
Enfants Riches Déprimés, also known as ERD, is a Los Angeles and Paris based luxury fashion brand founded in 2012 by the conceptual artist Henri Alexander Levy.
Heron Preston Johnson is an American artist, fashion designer, and disc jockey. He is a co-founder of the men's streetwear brand Been Trill, alongside Virgil Abloh, Justin Saunders, and others; and founder of his eponymous brand, Heron Preston.
Hype in marketing is a strategy of using extreme publicity. Hype as a modern marketing strategy is closely associated with social media.
Yoon Ahn is an American businesswoman and fashion designer. She studied graphic design at Boston University and graduated in 2000. She is known as the creative director of her brand Ambush and as Dior Men's jewelry design director. Ahn is currently based in Tokyo, Japan.
The fashions of the 2020s represent a departure from 2010s fashion and feature a nostalgia for older aesthetics. They have been largely inspired by styles of the late 1990s to mid-2000s, and 1980s. Early in the decade, several publications noted the shortened trend and nostalgia cycle in 2020s fashion. Fashion was also shaped by the COVID-19 pandemic, which had a major impact on the fashion industry, and led to shifting retail and consumer trends.
Warren Lotas is a Los Angeles–based streetwear company. Started in 2014 and incorporated in 2018, Warren Lotas is best known for its graphic-heavy T-shirts and hoodies. While most items are sold via E-commerce, Warren Lotas also has a retail store location in Los Angeles, and its clothing can be found in luxury department stores around the world.
...it is usually centered upon casual, comfortable pieces such as jeans, t-shirts, baseball caps, and sneakers. It is also influenced by hip-hop and skateboarding styles as well as 1980s nostalgia, and often features bold colors, graphic prints, and retro designs and logos.