If you were new to streetwear and looked up Its definition, you’d probably come across something along the lines of casual clothes that’s the daily wear of urban city dwellers.
There are a myriad fashions, styles and brands That represent the urban masses yet only some brands may get known as streetwear culture.
What sets streetwear brands aside are their Roots, the lifestyle they represent and the story they tell. A lot of streetwear culture was born out of functionality and ground up from little communities. A major influence on the streetwear culture’s aesthetic comes from skate culture and skate fashion going back into the 80s and 90s. Ripped jeans, shoelace for straps, picture printed t shirts has been their pledge of allegiance to skate culture. Brands such as Supreme, Vans, HUF and Thrasher, to name some, catered to their community, providing them skate decks, accessories, heavy rubber only shoes and media. What made manufacturers such as Thrasher, HUF, Palace and RIPNDIP admired by the skate community wasn’t only the functional purpose they served, but also the fact they were set and worn by skaters themselves, cementing their place in the community.
Streetwear has since drawn inspiration from Hip hop, sneaker culture, street art, army decorative, Euro-street, Japanese fashion and continues to expand its influence and inspiration.
With the rise of social networking, rappers appearing To rep manufacturers with street cred as well as sneaker and higher fashion manufacturer collaborations, streetwear has made its way to mainstream fashion.
By 2017, the Streetwear culture had made its way Throughout the globe, through Flagship shops, streetwear multibrand stores, reseller apps and websites funded in the millions, even instagram channels! Almost every country, India added, has more than a couple of labels heavily influenced by the ethos of streetwear. When one seems streetwear available in India now, the options are far from restricted.
The Indian streetwear consumer and market is As varied as the country itself. For those looking to cop exclusive collab hype pieces there are a number of plugs and freelancer platforms, where as homegrown labels like NBNW, Space Biskit, Nought One and Jaywalking offer their own distinctive take on streetwear. Aside from these labels that largely cater to the streetwear and subculture community, global trend feeders like Zara and H&M have also combined the streetwear bandwagon with their urban use collections.
The development in streetwear is unavoidable. It’s Only a matter of time when streetwear happens over the mainstream style in India.
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