Timelime of hip hop fashine
Many luxury brands now use limited editions as a sales tactic, aiming to promote the feeling of exclusivity for the consumer. Exclusivity in the form of capsule collections, limited editions, and artistic collaborations are defining signatures of streetwear. Unlike most other fashion genres, this growth was not pushed by brands, rather brands were sought out by consumers wanting to be “in” on the exclusivity of streetwear clothing. Streetwear has risen in mainstream fashion over the past few decades. Still today, streetwear is lead by a close-knit group of musicians, skaters, artists and now social media influencers, who create clothing and curate looks for themselves as an act of self-expression, culture, and community knowledge. Virgil Abloh expressed this community shift in an interview last year: “ I grew up in the 80s and 90s and in that generation we had our own idea of what a fashion designer is, and we had our own idea of what a musician was”. In the ’80s and ’90s, many traditional brands would not dress some musicians or sports stars, so the community had no choice but to make their own clothing and define what fashion meant to them. 90’s graphic tees, loose-fitting jeans, and statement sneakers were created purposefully as an expression by their consumer: the rapper, the skater, and the rebel.
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It is important to view streetwear as a movement, not as a trend because it is a cultural phenomenon. It was a combination of that.” Designers like Jebbia and Shawn Stussy pioneered streetwear in the US with their brands Supreme and Stüssy, and designers such as Nigo and Hiroshi Fujiwara aka “the godfather of Harajuku”, led the movement across the Pacific. Also traveling to Japan and seeing their great style. James Jebbia has said that his influence as a designer “ was definitely the young skaters in New York. Streetwear as we know it today originated in the ’90s, in the hip-hop scenes of New York, the surf-skate and graffiti culture of Los Angeles, and within the nightlife of Japan.
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Hypebeast defines streetwear as “fashionable, casual clothes”, but explains that this definition undermines the “multi-billion dollar” industry that streetwear has become. Streetwear is a dynamic genre of fashion, open to creative brands sharing meaningful messages to the world through their designs. Because of its community-based nature, streetwear influencers, editors, and stylists are a voice of respected authority and therefore make very valuable brand partners. Understanding what streetwear is, where it comes from, and what it means to community insiders is essential to create and promote top-selling collections that are not only current, but timelessly rule-breaking.
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But fashion genres that are not made for the consumer rather curated and developed by the consumer, can sometimes be hard to define.
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It isn’t too difficult to separate luxury from high-street, bespoke from fast-fashion, formal-wear from leisure-wear. Many genres of fashion can be defined with a general understanding and consensus that most of us subscribe to. Tommy mica age.Streetwear is a common term often thrown around without much thought to what it really means, what its values are, or where it comes from.