Streetwear is becoming a household name; it immediately conjures up an image for you, whether that’s hoodies and tracksuits or branded graphic tees. It’s a style of clothing that has created a distinctive look, originally designed for the active lifestyles of skaters and surfers before also becoming associated with hip-hop culture.
It’s not a new phenomenon; men’s streetwear has been around since the 80s, but for a long time it remained an underground market. It’s only in recent years that streetwear style has begun to reach mainstream status, whether you are gleeful with its rise in popularity or not. However, it’s foray into mainstream fashion has come with its fascinating side effects.
Streetwear and Luxury Collaborations
For a long time, luxury fashion houses called the shots; they predicted and created the trends that flow through into high street retailers, and they could promote or shun a particular style with a simple walk down the runway.
The world watched the luxury fashion houses closely to unveil the next big thing in men and women’s fashion, but there may be a shift happening thanks to the introduction of streetwear.
Luxury fashion has begun to discover the power of streetwear in tapping into younger consumers. Allowing designer brands to experiment with different styles, collaborations between the two seemingly opposite institutions has resulted in something extraordinary.
Collaborations between luxury fashion and streetwear has paved the way for both sides to remain relevant across different demographics, and has created a new way to hype up new releases and evolving styles. Working together, it ensures brands challenge themselves to create unique and rare products, which results in those products becoming highly desirable and exclusive; something that both luxury and streetwear fashion already strives towards.
For example, major streetwear brands like Supreme are already notoriously hard to get hold of, especially when they drop new designs; they create queues around the building and sell out quick. This is not so dissimilar to the luxury market, which makes them unlikely but successful partners.
Changing Shopping Habits
Customers are changing the way they buy into fashion. They are now happy to buy a few key luxury items, alongside cheaper items in order to create a unique wardrobe. Not only does this allow customers to express themselves as they wish, it also means they are able to keep up affordable shopping habits too.
Collaborations between the two industries have included the likes of Louis Vuitton and Supreme, Ralph Lauren and Palace, and Fendi and Fila. They are brands that you would probably never have put next to each other, but for one reason or another, it works.
Fashion houses are now also introducing their own-brand streetwear designs; Gucci is one great example of this. For possibly the first time, it is streetwear that is leading the conversation in the fashion industry.