Streetwear is loosely defined as common clothing items for casual wear that gain significance in the lifestyle of a people. Usually, one can trace the roots of streetwear culture to California in the 80s when skating was quite in fashion. Later on, it was adopted as hip-hop culture taking over everywhere including Japan. However, in the past few years and especially in 2018, streetwear became more commonly appreciated and prominent with Yeezy, Supreme, Nike, and Adidas.
The millennial and Gen-Z are now the growing consumers of the fashion and they seek products that offer a sense of community along with trend. It can be speculated that streetwear culture is about an attitude towards trends and fashions, therefore, becoming a lifestyle rather than a reduced fashion statement.
How is Streetwear Becoming Common?
Social media and technology are not the same as it used to be. Once a trend is adopted by famous people, it is then hyped by fans and social media influencers. On Instagram, it is easier to see the trend of social media influencers and celebrities to promote a common style or trend which later trickles down to the common man before the next new thing is introduced. Most of the people who hype up the culture are young people who share their taste for certain things.
For instance, a shared love for ‘indie’ music and ‘alternative’ bands gave rise to people who dressed similarly. Similarly, the streetwear culture is something of a representation of the people, their taste in arts, music, and fashion. In other words, this type of trend encompasses a broader population and allows everyone to participate. It is only natural that more people would dress up trendy when the trend is easily accessible and in fact, introduced by the people rather than high-end fashion brands or magazines.
Which Brands Fall Under Streetwear Culture?
Although people can wear fake or alternative things, the brands still take up much of the space in the streetwear. Brands such as Nike, Adidas, Supreme, Off-White, and Obey. Most of these brands are equally reciprocated by men and women equally. However, there are others like Stussy, A-Cold-Wall*, Kith and Heron Preston which have refined collections for women who want to wear streetwear.
These brands make the desired large-sized hoodies and t-shirts and huge sneakers. The trend usually includes graphic logos and animations which especially cater to the youth on Instagram. There is an interconnected nature of fashion consumption fueled by social media and street culture.
The Market for Streetwear Culture
While big names like Supreme or Adidas and many others remain a preference among consumers, they are not limited in their choices. Many people are now starting their own business or startup to cater to the streetwear culture which would be more affordable for people with different income levels. There is a wide market for anyone who has unique ideas to present authentic and fashionable streetwear to the people who are inspired by hip-hop culture in 2019. In fact, you can even resell the items and they sell out within hours.