Proper Streetwear
Streetwear fashion has been around for over 40 years. Over the past few fashion seasons however, this once humble and laid-back aesthetic has surged its way into the higher echelons of fashion, emerging as a dominant retail force to be reckoned with. Sometimes called proper streetwear, let’s break down it’s evolution.
This iconic style has experienced massive growth and transformation since its creation as streetwear designed by the legendary Shawn Stüssy. Today, it’s one of the most prominent and influential styles in fashion, facilitating iconic collaborations and producing timeless garments perfect for any capsule wardrobe.
The Origins of Streetwear
The concept of streetwear is thought by many to have originated in the 1990s as a grassroots movement among urban youth, with the New York hip-hop scene often cited as the leading source of streetwear fashion during that time. When it first emerged, many considered it the polar opposite of high fashion. Thanks to the hard work of streetwear designer brands, it’s now regarded as one of the most iconic and timeless style genre’s in the world.
When streetwear first emerged, it was largely seen as a subculture phenomenon, with fashion experts at the time saying it was a passing fad that would fail to gain traction. It was a movement heavily credited to designer Dapper Dan, who gained popularity in the late 1980s and early 1990s as a couturier in Harlem, New York. Strongly inspired and influenced by a trip to Africa in 1972, he opened his first 24-hour store in 1982, creating made-to-order customisations based on his own style, which drastically differed from any other clothing at the time.
Roots in Subculture
Although the streetwear fashion movement is largely believed to have started in urban areas, the grandfather of streetwear is, in fact, a man named Shawn Stüssy, a keen surfer from California and a crafter of surfboards who started to produce and sell his own T-shirts with logos and graphic motifs to promote his business.
This subculture connection helped streetwear spread to other alternative groups throughout the country, including skateboarders and more surfers, where individuality contributed significantly to the rapid rise and widespread adoption of streetwear. The desire for stylish clothing that prioritised comfort and freedom of movement was a significant influence on the evolution of the fashion genre.
The Rise of Luxury Streetwear Collabs
Once it became clear that streetwear fashion was not merely a passing trend that would soon fade away, the growth and development of the market during the late 1990s and 2000s enabled it to secure its place within the high fashion industry. It held a strong appeal to people of all ages, genders, and backgrounds, drawing in some of the biggest and most iconic brands in the industry to start collaborating with streetwear designers.
One of the most significant collaborations in the history of streetwear fashion was the Supreme x Louis Vuitton collaboration. First launched in 2017, it effortlessly combined uptown and downtown fashion, bringing together two of the most iconic brands in their respective industries.
Evolution into High Fashion
Streetwear’s evolution into high fashion is ironic. The movement initially began as a way to challenge the norms and standards of the fashion industry, focusing on clothing that allowed for ultimate comfort and self-expression.
Similar to the principles of haute couture, high-fashion streetwear brands market their products on the concept of exclusivity to boost their appeal and popularity. However, despite this curated scarcity, they are still considered to be more accessible to the average person compared to their couture counterparts.
Global Influence
It became pretty clear early on that streetwear would have a large influence on the global fashion industry. What started as a subculture phenomenon soon became one of the most significant influences in fashion in the 21st century.
This influence was quickly reflected in new clothing trends that emerged across the world. Popular items, such as oversized jackets, branded accessories, and deconstructed hoodies became instant style successes.
Branding within streetwear has always been a powerful tool for building a sense of exclusivity and a loyal support base that finds a community following their favorite brand.
Streetwear has cemented itself as a mainstay in the industry and its future promises to deliver bigger and better things than ever before. It continues to appeal to people of all ages, genders, and backgrounds, ensuring that collaborations between popular streetwear brands and high fashion designers will continue to grow it’s market and appeal. So long as streetwear labels seriously embrace the drive towards sustainable production, it’s popularity will just keep growing.
See more: A New Wave in Streetwear
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