So, what exactly is streetwear, and how and where did it all begin? Well, the subject is actually one of considerable debate however, it's generally agreed that the origins of urban fashion as we recognise it today can be traced back to the late 1970s and early '80s in Southern California.
Skateboarding and surfing were enjoying a peak in popularity at the time, and a surfer by the name of Shawn Stussy*, was one of the first of a new brand of young, street-smart entrepreneurs. Inspired by a passion for surfing and the culture that surrounded it, Stussy was unsurprisingly, quickly seduced by the idea of designing and making personalised T-shirts for himself and his friends. He also took is hand to surfboard design, with great success, and it didn't take long for the label 'Stussy' to establish itself as the lead player in this new and emerging world of urban fashion.
Skateboarding and surfing were enjoying a peak in popularity at the time, and a surfer by the name of Shawn Stussy*, was one of the first of a new brand of young, street-smart entrepreneurs. Inspired by a passion for surfing and the culture that surrounded it, Stussy was unsurprisingly, quickly seduced by the idea of designing and making personalised T-shirts for himself and his friends. He also took is hand to surfboard design, with great success, and it didn't take long for the label 'Stussy' to establish itself as the lead player in this new and emerging world of urban fashion.
Stussy provided a blueprint that countless other streetwear labels would later go on to follow. The idea was to create clothing that represented the surf, skate and punk sub-cultures, to which Stussy, and countless others at that time, belonged. They all embraced the punk do-it-yourself ethic, whose acts would create their own T-shirts and mix-tapes to give out to their fans.
This style of self-marketing was just as common in the hip-hop world, and as hip-hip began to grow in popularity and became more dominant in both the alternative and mainstream music scenes, many streetwear designers started experimenting with incorporating elements of hip-hop style into their lines. This was to prove hugely successful, and by the '90s would see streetwear go on to firmly establish itself as an extremely lucrative industry, both in the American and Europeon market.
This style of self-marketing was just as common in the hip-hop world, and as hip-hip began to grow in popularity and became more dominant in both the alternative and mainstream music scenes, many streetwear designers started experimenting with incorporating elements of hip-hop style into their lines. This was to prove hugely successful, and by the '90s would see streetwear go on to firmly establish itself as an extremely lucrative industry, both in the American and Europeon market.
Fast-forward to today and the nature of streetwear has evolved considerably. Although its philosophy remains the same, the way in which the brands market themselves has been, like so many things, completely revolutionised. This is largely due to the dawning of the digital age, but also reflects the ever-changing nature of streetwear culture itself.
Urban fashion has always been a direct product of its surroundings. And as those surroundings continue to change, urban fashion will change also. As the younger, digitally savvy generations continue to utilise all the tremendous advantages of technology, I think it's fair to say that exciting times lie ahead in the ever-evolving world of streetwear.
* Check out the awesome vid' below to get an insight from the man himself on what the streetwear business was like in the '80s.
Urban fashion has always been a direct product of its surroundings. And as those surroundings continue to change, urban fashion will change also. As the younger, digitally savvy generations continue to utilise all the tremendous advantages of technology, I think it's fair to say that exciting times lie ahead in the ever-evolving world of streetwear.
* Check out the awesome vid' below to get an insight from the man himself on what the streetwear business was like in the '80s.
RSS Feed