Suppose you are bored at home fighting those adventitious stress of quarantine. Don’t lose heart, revel in a luxurious sleep, and redeem your beautiful eyes from those dark crescent moons draping beneath your eyes. Be that fashionista among your friends. Let your wardrobe witness a transition from with those cosy, work-from-home outfits. And if you are taking that evening stroll down the streets once or twice a week, embark in that snazzy outfit of yours! Make ready that bold street style, from the popular neutral colour to a plethora of glimmering shades, feathered tops to bralettes that transcends to trendy when paired with a blazer.
The recent survey conducted Strategy and Hypebeast study the cultural transition and a radical change in the power balance existing between consumers and brands. The survey studied 763 individuals in the fashion industry, of which 76% resonated that they believed that streetwear would is a burgeoning sector in the fashion industry and will remain to thrive for at least another five years. Streetwear cannot be limited as a vogue within fashion. Instead, it is a remarkable shift in the mindset of people as it encompasses the essence of popular culture that spans from fashion to art and music.
Streetwear is also given the status of being democratic because it enables the consumers – a group of like-minded people, mostly young, charmed by hip hop and willing to spend on clothes with exclusivity. That fetches a sense of personal statement – they get to decide what’s popular. Thus, streetwear personifies a power transition from the organization to the consumer – the zenith of an accolade for a consumer. The reformation from an affluence model, facilitated by money, to an influence model – ushering the emergence of a counterculture. This counterculture embraced artists like Jean-Michel Basquiat and Keith Haring while also espousing the rap culture – the prime force. The advent can be traced back to California’s surf-and-skate culture, which then drifted to New York with the birth of rap culture before ultimately gaining momentum in London and Tokyo.
The supreme brands involved Stussy, A Bathing Ape, and Supreme since they could capture the ethos of their consumers who were like minded people. They did not limit them to traditional retail channels and instead trickled a limited collection of items into stores. Finally, with the snowballing of the Internet, these like-minded people evolved into an online community mingling on forums such as NikeTalk, Sole Collector, and so on, now flourishing using social media platforms like Instagram.
The amorous relationship between hip-hop and streetwear is not a fantasy but a reality. This dominant musical form in the US is now spreading its claws to countries like China. The streetwear brands like Supreme has equipped in inspiring the mainstream fashion – gaining momentum even among the luxury labels cannot escape but glance and join hands in amalgamating the street style with the mainstream trends. The report surveyed 41,000 consumers worldwide from Asia, North America, and Europe, of which 54% reported to expend S100 to $500 every month on streetwear fashions to adorn their wardrobe.