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Why Streetwear is Still Relevant

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Streetwear styles are probably the most prevalent in physical shops as well as online retailers; our very own collection is inspired by urban, streetwear styles that bring contemporary trends together with the streetwear culture that is now so readily accepted. It is this widely recognised concept that explains why streetwear has been around for so long; it isn’t just a fashion trend, but a whole culture and way of life. Whether you’re new to streetwear styles or you like to think of yourself as a veteran, it’s a concept that stretches back decades.

Where it started

Take yourself back the the 1970s in New York; in the boroughs of Harlem and Bronx, where many African-Americans were battling political and economic issues. It is here that hip-hop was born, as a direct reaction to the disco culture of the time. With impromptu block parties and new styles of music emerging, it was this era that the concept of sampling to make new tracks was born.

Rapping, DJing, graffiti and breakdancing were the main elements of this early hip-hop culture, along with a number of fashion trends. Adidas tracksuits, bucket hats and chains were prevalent styles worn by early hip-hop influencers, and it quickly became its own movement.

As early as the 1980s, tailors in the Harlem area were utilising fabrics from luxury brands and repurposing them into streetwear styles, while names like Polo Ralph Lauren and Tommy Hilfiger started gaining popularity. Around this time, Run DMC signed a huge endorsement deal with Adidas.

Through the 90s and early 00s, more streetwear-inspired brands were emerging in the US; even the likes of Russell Simmons and Puff Daddy started creating their own collections.

Modern streetwear

Streetwear began to transcend the fashion industry; icons and rappers Andre 3000, Pharrell Williams and Kanye West all became fully involved in fashion one way or another, blurring the lines and solidifying the idea that streetwear was a way of life, not just the clothes you wear.

A$AP Rocky did campaigns for Dior Homme, and Virgil Abloh was appointed by Louis Vuitton, while Kanye’s Yeezy collections sell out in seconds. It seemed that streetwear was reinventing itself and reaching even the most luxury of brands.

Luxury fashion brands have begun to incorporate streetwear in their own way, placing huge emphasis on just how relevant the style still is. Men’s fashion shows in 2018 and 2019 have displayed a penchant for streetwear mixed with tailored, traditional styles. Many luxury brands have claimed they don’t wish to be fully involved with street culture, claiming it’s too ‘brand diluting’; yet they can’t help but cross-pollinate. Think Givenchy’s Rottweiler collection in 2011, or Celine’s release of an Air Force 1-inspired sneaker in 2014. 

Athleisure quickly became the go-to trend; in 2017, Balenciaga released chunky-soled trainers, and Louis Vuitton collaborated with Supreme. The luxury market is primarily made up of younger generations, and so it becomes a new avenue for streetwear to reach its audience.

Streetwear will constantly reinvent itself in new ways, picking up new trends and experimenting with styles as it goes. Check out our new arrivals to keep your own streetwear wardrobe fresh and up to date.


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