Streetwear is more than just a fashion trend—it's a cultural movement. What began as an underground expression of identity has grown into a multibillion-dollar industry, influencing runways, music, and mainstream fashion. Let’s explore the origins of streetwear and how it has evolved into a global phenomenon.
The Roots of Streetwear
The origins of streetwear can be traced back to the late 1970s and early 1980s in the United States, particularly in cities like Los Angeles and New York. It emerged at the crossroads of skateboarding, hip-hop, and punk cultures, each bringing its unique flair to the style.
-
Skateboarding Influence:
Skaters in California shaped the laid-back, functional aesthetic of streetwear. Brands like Stüssy, founded in 1980, played a pivotal role by merging surf culture with graphic design, giving rise to the first wave of streetwear brands. -
Hip-Hop's Contribution:
Across the country, hip-hop was burgeoning in New York. The genre’s pioneers—such as Run-D.M.C. and LL Cool J—used their fashion choices, like Adidas tracksuits and Kangol hats, to communicate status and individuality. -
DIY Punk Attitude:
Meanwhile, punk rock brought a rebellious, do-it-yourself (DIY) ethos. Independent designers and small labels began creating pieces that defied mainstream fashion, emphasising authenticity over luxury.
Streetwear Meets High Fashion
By the 1990s, streetwear had firmly established itself as a lifestyle. Brands like Supreme, founded in 1994, introduced the concept of limited drops, creating hype and exclusivity. Around the same time, sneakers became a core element of streetwear, with collaborations like Nike and Air Jordan blurring the line between sportswear and fashion.
The 2000s marked a turning point when luxury brands like Louis Vuitton and Gucci began embracing streetwear elements. The groundbreaking Louis Vuitton x Supreme collaboration in 2017 symbolised the full integration of streetwear into high fashion. Suddenly, hoodies, sneakers, and graphic tees were on the same level as bespoke suits and couture gowns.
Streetwear as a Global Movement
Today, streetwear transcends its American origins, with each region adding its own flavour.
- South Korea: K-pop stars have popularised bold and oversized streetwear styles, combining it with a polished aesthetic.
- South Africa: Local designers are infusing streetwear with traditional patterns and cultural narratives, creating a unique fusion that resonates with global audiences.
- Japan: Japanese streetwear, led by brands like A Bathing Ape (BAPE), has become synonymous with innovation and high-quality craftsmanship.
Streetwear’s Impact on Global Fashion Trends
Streetwear has reshaped fashion norms by breaking down traditional hierarchies and prioritising individuality. It has introduced concepts like:
- Collaborations: Partnerships between brands, artists, and even athletes have become a cornerstone of the industry.
- Inclusivity: Streetwear is often unisex and accessible to people from diverse backgrounds.
- Sustainability: As the industry matures, more brands are adopting eco-friendly practices to meet consumer demand.
Conclusion
From humble beginnings in skateparks and city streets to dominating high-fashion runways, streetwear’s journey reflects the power of culture and community. At its core, streetwear remains a celebration of self-expression and authenticity—values that resonate deeply with today’s global audience.
We are is proud to be part of this evolving legacy, bringing a South African twist to the vibrant world of streetwear. Whether you're rocking our signature tees or pairing our designs with your own flair, you're contributing to a story that started decades ago and continues to shape the future of fashion.