From working with smaller indie labels to creating lines with the likes of Nike, A Bathing Ape, Fila, The North Face, A.P.C., the limited-edition ranges always sell out and manage to reach a wider audience. Not only that, but Supreme has also made collaborating with other brands a real art form. Insane queues are how you're more likely to spot a Supreme store before you even notice the iconic red-and-white logo. It's a way for young people to get together." While Supreme releases lookbooks every season, much like every other fashion brand, it's the dedicated Thursday "drops" of products that ensure there's constant talk about the brand. Supreme's drop, it's actually a lot like belonging to a football club. "The way they distribute their clothing is key. Started by James Jebbia, the label quickly garnered a cult following that has only grown over the years.Īlec Leach, digital fashion editor for High Snobiety, revealed exactly why Supreme has such longevity. But it was brands such as NYC-based Supreme, which started in 1994 as a skateboard and clothing shop, that propelled the trend further. I'm just surprised it's taken this long!"Īfter California, the look became popular with youth culture scenes, especially within skateboarding and hip-hop circles in New York. As all great fashions eventually make their way to the masses, it was bound to have its moment in the spotlight. "It's really important to acknowledge that streetwear is a byproduct of wider subcultural movements like hip-hop and skateboarding, so what we now call streetwear has been evolving since the 1970s. for almost 15 years, for some history on the phenomenon. I spoke to Matt Nation, who runs and has been involved with streetwear brands in the UK and U.S. Without him, the likes of Vetements and Off-White wouldn't exist today as contemporary luxury streetwear brands. He is often credited with being the originator of the entire streetwear movement.
Shawn Stussy, who made surfboards, also started making T-shirts (with the now iconic logo) and selling them. Originally, streetwear was a way to describe comfortable clothing, predominantly worn by people following skateboarding and surf culture in Los Angeles.
Keep scrolling to find out how one small fashion movement changed the way we dress forever. To really understand the genesis of this seismic shift in how we dress, I spoke to a raft of experts, from streetwear journalists to clothing manufacturers, as well as streetwear designers and buyers. Designer brands such as Vetements and Off-White, which riff on these style signatures, have become the hottest property in the industry and show no signs of slowing down.īut how did it turn out that what was once a subversive, subculture movement only followed by surfers and skateboarders now influences the whole of the fashion industry, from the high-street to the luxury market? I'm fascinated how not only our tastes have changed but how one small movement became so big. From one and all wearing tracksuit bottoms as if they're jeans to celebrities constantly choosing athleisure over all else, it turns out that streetwear is so much more than a trend or phase. However, it's over the past few seasons that the once humble aesthetic has successfully moved into the higher echelons of fashion, establishing itself as a retail force to be reckoned with. Streetwear isn’t a new phenomenon-it has actually been around for nigh on 40 years.
0 kommentar(er)
