Are you curious about the hype surrounding streetwear? Whether you’re a die-hard sneakerhead or just a casual fashion enthusiast, streetwear has unquestionably made its mark on the fashion world in recent years.
But what exactly is streetwear, and where did it come from? We’ll explore the roots and evolution of streetwear, tracing its origins from the underground skate and hip-hop scenes of the 1980s and 90s to its current status as a global fashion staple to learn about the history of this iconic style and the cultural forces that have made it what it is today.
The Roots of Streetwear
Streetwear emerged as a reaction to the somewhat formal and restrictive clothing of mainstream fashion, offering a more comfortable, casual and, above all, subversive alternative. The urban subcultures of the 1980s and 90s in cities like New York, Los Angeles and Tokyo are where streetwear first made its mark.
One of the key influences on early streetwear was skateboarding culture, which embraced comfortable and durable clothing for the rigors of the sport and its unavoidable tumbles. Brands like Vans, Stussy and Supreme gained popularity by championing graphic t-shirts, hoodies and sneakers that reflected what skaters were choosing to wear.
Hip-hop culture also played a significant role in the development of streetwear, particularly in the form of baggy, oversized looks and track suits. Brands like FUBU, Sean John and Rocawear catered to hip-hop artists and fans, incorporating bold logos and eye-catching designs into their clothing.
The fusion of skateboarding and hip-hop culture in the 90s gave rise to a new style that embodied the rebellious and countercultural spirit of both movements. This new style would be embraced by a diverse range of subcultures and communities.
Streetwear Icons
Despite its humble origins, streetwear has become such a behemoth of the industry that certain key figures have made a notable impact on how it is received. Here are some of the streetwear icons that have contributed to steering the style in new directions.
Drake
As a rapper, celebrity and tastemaker, Drake has incorporated fashion into all elements of his work and performances, helping to popularize and promote certain trends and brands within the streetwear community.
Drake has worked with Nike to release a number of limited-edition sneakers including the Air Jordan 10 “OVO” and the Air Max 270 “OVO”, both of which have become highly sought after pieces. Known for being able to dress up or down, he has made the staple black jeans a wardrobe essential when paired with a denim or leather jacket.
Kanye West
As a designer, Kanye has created some of the most sought-after streetwear collections, including his Yeezy fashion line in collaboration with Adidas. Yeezy has been praised for its unique aesthetic, which combines futuristic, minimalist designs with utilitarian elements like cargo pants and work boots, championing the idea of “high-end streetwear”.
Jonah Hill
The child actor turned director, writer and unlikely fashion arbiter has become synonymous with his effortless ‘fits, rooted in his love for skate culture. The son of fashion designer and costume stylist Sharon Feldstein, perhaps it was inevitable that Jonah would eventually be a regular fixture on the fashion circuit.
Pharrell Williams
Musician, producer and fashion designer, Pharrell has collaborated with brands like Adidas and created his own lines, Billionaire Boys Club, and Ice Cream footwear with Japanese legend Nigö, developing his own unique streetwear collections.
Virgil Abloh
The late, great Virgil Abloh founded the streetwear brand Off-White and became artistic director of Louis Vuitton’s menswear line. Long time Kanye West collaborator, Abloh found his break interning in the Fendi offices and became known for his bold and innovative designs and his ability to transcend boundaries.
Nigö
Nigö is the founder of Japanese streetwear brand BAPE, which has been influential in shaping the streetwear scene both in Japan and around the world. Since leaving BAPE, Nigö has gone on to become the artistic director at Parisian luxury brand, KENZO.
Both as influencers and as collaborators on their own collections, celebrities have used their platforms to promote streetwear brands bringing valuable exposure and helping them reach new audiences. In turn, celebrities enhance their own image from their association by aligning themselves with popular trends. The relationship very much works in both directions.
