In the past decade, streetwear has gone from niche to mainstream. What was once the preserve of outliers and rebels has now become a global phenomenon, with big brands and luxury labels all wanting in on the action. So, how did streetwear become such a huge deal? Let’s take a look.
The Origins of Streetwear
Streetwear can trace its roots back to California in the 1970s. At that time, surf and skate culture were on the rise, and brands like Hang Ten and Ocean Pacific were starting to gain traction. However, these brands focused mainly on functionality, with little attention paid to style. This began to change in the 1980s as hip-hop culture started to take off. Artists like Run DMC and LL Cool J were making fashion choices that were as important as their music, and their influence gave birth to a new generation of young people who wanted clothes that reflected their lifestyle and interests.
The Rise of Streetwear Brands
In the 1990s, a number of brands began to emerge that were specifically designed to appeal to this new generation of young people. Brands like FUBU, Ecko Unltd., and Sean John all found success by marketing themselves as stylish alternatives to mainstream fashion labels. This trend continued into the 2000s, with more and more brands springing up all over the world. By 2010, streetwear had become a global phenomenon, with celebrities and fashionistas all clamoring for the latest pieces from labels like Supreme and BAPE.
The Mainstreaming of Streetwear
In recent years, streetwear brand has gone from niche to mainstream. A growing number of high-end fashion brands are incorporating streetwear elements into their collections, while luxury labels are partnering with streetwear brands on collaborative projects. This heightened visibility has led to an explosion in popularity, with everyone from teenagers to corporate execs now wanting in on the action. It’s safe to say that streetwear is here to stay!
Why are streetwear brands so popular?
Part of it is the lure of exclusivity and limited-edition items. Streetwear enthusiasts obsessively track releases and drops, eager to get their hands on the latest must-have piece. But it’s also about the sense of identity and community that comes with wearing a certain brand or style – something that mainstream fashion labels can often lack.
Additionally, streetwear has always been rooted in subcultures and counterculture, a rebellion against the established norms of fashion. While it may have gone mainstream, streetwear still maintains that sense of individuality and nonconformity – and as long as it continues to do so, it will likely remain popular for years to come.
Lastly, the rise of social media has played a huge role in the mainstreaming of streetwear. Platforms like Instagram have given brands and influencers a way to reach audiences all over the world, further increasing the demand for sought-after streetwear pieces.
There’s no doubt about it: streetwear is one of the hottest things in fashion right now. What started out as a niche expression of style has become a global phenomenon, with everyone from high-end fashion designers to luxury labels wanting in on the action. So how did streetwear become such a big deal? By staying true to its roots and continually evolving, that’s how!