A Potted History of Streetwear

Streetwear has become a dominant force in the world of fashion, defining styles and shaping trends for decades. What started as a rebellious subculture has transformed into a multi-billion dollar industry, with collaborations between luxury brands and streetwear icons becoming the norm. But where did it all begin? Let’s take a journey through the potted history of streetwear.

The Birth of Streetwear

The 1970s saw the emergence of streetwear as a response to the mainstream fashion industry. Inspired by the counterculture of the time, young people began to create their own fashion, rejecting the preppy and conservative styles of their parents. Brands like Stüssy, known for surf and skate-inspired apparel, and Shawn Stussy’s iconic hand-drawn logo, were at the forefront of this movement.

The DIY attitude of the early streetwear scene meant that brands and artists collaborated and cross-promoted, leading to the creation of a distinct and unique culture which celebrated individuality and self-expression. Hip-hop, punk and skateboarding were major influences, and their fusion would go on to inspire much of streetwear’s signature style.

Rise to Mainstream

In the 1980s, streetwear slowly began to seep into the mainstream fashion industry. Influential brands such as Adidas and Nike began to collaborate with streetwear designers, creating some of the most iconic sneakers and apparel to date. These collaborations helped to bring streetwear into the public eye and give exposure to the subculture that inspired it.

One of the most significant moments in the rise of streetwear was the release of the Air Jordan 1 in 1985. This was not only a game-changer for the sneaker industry but also solidified the importance of streetwear in the fashion world. The AJ1 went on to inspire countless collaborations and became a staple in the streetwear wardrobe.

The Golden Era

The 90s marked a pivotal moment for streetwear, with the genre reaching its golden era. Brands such as FUBU, Phat Farm and Wu-Wear, which were often created and owned by people of color, rose to prominence and solidified their influence in the industry. This era also saw the birth of iconic streetwear brands like BAPE, Supreme, and The Hundreds, all of which continue to be major players in the streetwear market today.

The 90s also gave way to the rise of streetwear in hip-hop culture. With the likes of Notorious B.I.G, Tupac, and Wu-Tang Clan sporting coveted streetwear pieces, it became a symbol of cool and rebellion, further cementing its cultural significance.

The Digital Age

In the early 2000s, the emergence of the internet and e-commerce changed the game for streetwear. Online platforms like eBay allowed people to access rare and hard-to-find pieces, creating a global market for streetwear. This opened up new doors for independent streetwear brands, allowing them to reach a wider audience and establish themselves as major players in the industry.

Social media also played a significant role in the growth of streetwear, with platforms like Instagram and Tumblr allowing brands and individuals to showcase their style and connect with like-minded individuals. This further contributed to the rise of streetwear as a global phenomenon.

Present Day

Today, streetwear continues to dominate the fashion world, with collaborations between high-end luxury brands and streetwear icons becoming increasingly common. The rise of sneaker culture has also had a significant impact on streetwear, with limited-edition releases and sought-after collaborations becoming a major part of the industry.

The aesthetic of streetwear has also evolved, with a fusion of luxury and streetwear becoming a defining trend. High-end brands like Gucci, Prada, and Louis Vuitton have all collaborated with streetwear labels, further blurring the lines between high fashion and street fashion.

The Future

As we move into the future, streetwear is showing no signs of slowing down. With the rise of sustainable and ethical fashion, there has been a shift towards more conscious and responsible streetwear brands. Genderless and inclusive fashion is also becoming more prevalent, with streetwear at the forefront of this movement.

As streetwear continues to evolve and adapt to the changing times, one thing is for sure – it will always be rooted in self-expression, individuality, and rebellion. From its humble beginnings in the 1970s to its current global domination, streetwear will continue to shape and define the fashion industry for years to come.

In conclusion, streetwear has come a long way from its subcultural roots to becoming a defining force in the fashion world. This potted history of streetwear only scratches the surface of its extensive legacy, but it’s clear that this is not just a trend – streetwear is a cultural phenomenon that is here to stay.