Street wear is one of the most striking retail and fashion trends to emerge in recent years, combining cultural influences from around the world and tapping into counter culture and DIY themes. Its emergence in the ’90s was triggered by hip hop fashion and Californian surf culture, and has since grown to encompass elements of sportswear, punk, skateboarding and 1980s nostalgia. Unlike mainstream designer labels, which dictate what makes it to the runway or into store shelves, streetwear is driven by its consumers, with customers rallying on social media to get their hands on the latest releases.
To stand out as a brand with streetwear appeal, it’s important to understand the aesthetic and values of this consumer base. In a survey conducted by PwC, 84% of young streetwear consumers stated that they were inspired to purchase from brands they admired through music, fashion blogs or other influencers. This group of consumers is also known to be socially conscious, with 70% reporting that it’s important for their clothing to have a positive impact on society.
The ethos of streetwear is one of self-expression and authenticity. Having strong links to the cultures from which it emerged, streetwear is driven by a close-knit community of musicians, artists and skaters, who design and curate their own looks as a form of identity construction. This group has a tight-knit relationship with its brands, and is often willing to spend significant amounts of money to support their favourites.
Many streetwear brands are also able to draw on the cult status of their designs, and have earned this by linking them with the lifestyles that inspired them. For example, designers like James Jebbia and Shawn Stussy founded their brands Supreme and Bape, respectively, after being inspired by the New York hip hop and skate culture, and Nigo has described his genesis as being influenced by youth culture in Japan.
Men’s streetwear is characterised by oversized tees and baggy jeans, as well as high-end trainers from the likes of Nike or Adidas. Camo pants are a great addition to any streetwear outfit, and can look even better when matched with some solid neutrals. It’s best to avoid camo print, though, as this can be too busy and distract from the rest of your outfit.
When it comes to bottomwear, the key is to choose items that are comfortable and stylish at the same time. Dark blue raw denim jeans are a staple, especially those that have been washed a few times and are ripped/fringed. Leggings in a similar style are popular, as are drop-crotch joggers. As for outerwear, long jackets in wool are popular, as are leather jackets in a casual fit. street wear
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