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{{short description|Style of casual clothing}}{{Use dmy dates|date=October 2021}}Streetwear is a style of casual clothing which became global in the 1990s.NEWS,www.bbc.com/culture/story/20190109-who-decides-what-is-cool, Who decides what is cool?, Laux, Cameron, 9 January 2019, BBC designed, British Broadcasting Corporation, 10 January 2019, It grew from New York hip hop fashion and Californian surf culture to encompass elements of sportswear, punk, skateboarding, 1980s nostalgia, and Japanese street fashion. Later, haute couture became an influence, and was in turn influenced by streetwear.NEWS,www.vogue.com/article/slam-jam-luca-benini-interview-pitti-uomo, Think Streetwear Is a New Phenomenon? Meet Luca Benini, Who Started the Hype 30 Years Ago, Yotka, Steff, 12 January 2019, Vogue, 12 January 2019, Streetwear centers on comfortable clothing and accessories such as jeans, T-shirts, baseball caps, and sneakers. Brands may create exclusivity through intentional product scarcity; enthusiasts follow particular brands and try to obtain limited edition releases, including via proxy purchases.WEB,www.bbc.com/news/newsbeat-46474431, Rental fashion: How luxury streetwear is changing the industry, Baggs, Michael, 10 December 2018, BBC Newsbeat, British Broadcasting Corporation, 10 January 2019, WEB, What is Street Wear?,www.wisegeek.com/what-is-streetwear-clothing.htm, Wisegeek, ...it is usually centered upon casual, comfortable pieces such as jeans, t-shirts, baseball caps, and sneakers. It is also influenced by hip-hop and skateboarding styles as well as 1980s nostalgia, and often features bold colors, graphic prints, and retro designs and logos.,

History

Streetwear style is generally accepted to have been born out of the New York City hip-hop culture of the late 1970s and early 1980s, with elements of Los Angeles surf culture.WEB, 2 October 2018, How Hip-Hop Left a Lasting Influence on Streetwear & Fashion,www.highsnobiety.com/p/hip-hop-streetwear-fashion-influence/, 9 July 2020, Highsnobiety, Early streetwear in the 1970s and 1980s also took inspiration from the do-it-yourself aesthetic of punk, Japanese street fashion, new wave, heavy metal, and established legacy sportswear and workwear fashion brands such as Schott NYC, Dr. Martens, Kangol, Fila and Adidas.File:Stüssy KL 230509.jpg|thumb|upright|A Stüssy store in Kuala LumpurKuala LumpurIn the late 1980s, surfboard designer Shawn Stussy began selling printed T-shirts featuring the same trademark signature he placed on his custom surfboards. Initially selling the items from his own car, Stussy expanded sales to boutiques once popularity increased.NEWS, Steve, Sande, Street Threads, 6 November 2005,www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2005/11/06/LVG8AFH0RR1.DTL, San Francisco Chronicle, 12 August 2009, MAGAZINE,www.time.com/time/magazine/article/0,9171,972287,00.html, subscription, Style: Where Surf Meets Rap, 11 February 1991, Time, 10 September 2009,www.time.com/time/magazine/article/0,9171,972287,00.html," title="web.archive.org/web/20100216125229www.time.com/time/magazine/article/0,9171,972287,00.html,">web.archive.org/web/20100216125229www.time.com/time/magazine/article/0,9171,972287,00.html, 16 February 2010, dead, WEB,www.sojones.com/news/1407-throwback-comeback-stussy/, Throwback Comeback: Stussy, 12 August 2009, Breinholt, Jacob, 5 August 2009, SoJones, 13 March 2013,www.sojones.com/news/1407-throwback-comeback-stussy/," title="web.archive.org/web/20130313043100www.sojones.com/news/1407-throwback-comeback-stussy/,">web.archive.org/web/20130313043100www.sojones.com/news/1407-throwback-comeback-stussy/, dead, Then as sales peaked, Stüssy moved into exclusive sales to create product scarcity, which established streetwear’s focus on T-shirts and exclusivity.(File:Timberland Shoes 1.jpg|thumb|upright|Timberland boots are an everyday shoe in streetwear.)In the early 1990s, burgeoning record labels associated with popular hip-hop acts like Tommy Boy Records, Def Jam Recordings, and Delicious Vinyl began selling branded merchandise embroidered onto letterman and workwear jackets made by companies like Carhartt.The Carhartt Jacket by Michel Marriott, 29 November 1992. By mid-decade, influences included skateboarding and gangsta rap. Professional American sports franchises have had a significant impact on the scene, especially the New York Yankees, Los Angeles Raiders and Chicago Bulls caps and jackets, with their production of oversized team jerseys, as well as boots from The Timberland Company and the latest shoe design releases from Nike, Inc. Brand launches by the chief executives of record companies followed, with Russell Simmons of Def Jam launching his Phat Farm label, Sean Combs of Bad Boy with Sean John, and Jay-Z and Damon Dash of Roc-a-Fella Records launching Rocawear.

Luxury sportswear

Jil Sander was the earliest luxury fashion brand to collaborate with a sportswear firm, Adidas, on a co-creation project in 1998.WEB, 2021-01-05, Collaboration between luxury and sportswear: what are the roots?,www.heuritech.com/articles/industry-analysis/luxury-teams-up-with-sports/, 2023-01-22, Heuritech, Since then, the advent of “bling” culture saw established luxury brands make inroads into the market, with Burberry, Gucci and Fendi making appearances in films and hip hop videos. Singer Pharrell Williams partnered with fashion designer and A Bathing Ape creator, Nigo, to create Billionaire Boys Club,WEB, Cook, Xerxes, 2015-11-27, English Inspiration {{!, The Brain Behind Japan’s Biggest Streetwear Brand |url=https://amuse.vice.com/en_us/article/zm5x9e/japans-biggest-streetwear-brand |access-date=2021-08-07 |website=Amuse |publisher=Vice Media}} credited with mixing Japanese street fashion and streetwear and increasing their visibility in high fashion.WEB, Blagrove, Kadia, La Puma, Joe, Deleon, Jian, Dec 3, 2013, The Oral History of Billionaire Boys Club and Icecream,www.complex.com/style/2013/12/oral-history-bbc-icecream, 2022-10-28, Complex Networks, Complex, Fashion clothing manufacturers began to follow the streetwear companies, co-opting the idea of very limited edition capsule collections, known as “drops”, using social media and product scarcity as marketing tools.WEB,www.bbc.com/capital/story/20180205-the-hype-machine-streetwear-and-the-business-of-scarcity, The hype machine: Streetwear and the business of scarcity, Fowler, Damian, 5 February 2018, BBC Capital, British Broadcasting Corporation, 10 January 2019, WEB, Berlinger, Max, 2019-02-26, Why streetwear brands are now billion-dollar concerns,www.voguebusiness.com/companies/next-big-streetwear-brands-supreme-palace-off-white, 2023-02-17, Vogue (magazine), Vogue Business, In the 2010s, some streetwear brands were coveted as much as the most historically elite fashion brands. Complex Magazine named Stüssy, Supreme, and A Bathing Ape as the top streetwear brands,NEWS,www.complex.com/style/the-greatest-streetwear-brands/, Bobby, Hundreds, 50 Greatest Streetwear Brands of All Time, Complex Magazine, 21 June 2011, and many went on to collaborate on prized high fashion capsule collections such as Supreme x Louis Vuitton, Fila x Fendi, A Bathing Ape x Comme des Garcons, and Stüssy x Dior.WEB, Sawyer, Jonathan, 2019-12-04, Kim Jones Takes Shawn Stussy’s Artwork to “Couture Levels of Technique” in Dior’s Fall 2020 Collection,www.highsnobiety.com/p/dior-stussy-fall-2020/, 2022-10-29, Highsnobiety, File:Alexander Wang Photo by Ed Kavishe Fashion Wire Press.jpg|thumb|upright|Alexander Wang developed “luxury sportswear” in his eponymous brand.]]Contemporary streetwear has an increasing influence on haute couture, and has itself been influenced by runway shows. Designers such as Virgil Abloh and Raf Simons have had a large impact on the evolution of streetwear through their influence on hip hop and popular culture.MAGAZINE,www.nssmag.com/en/fashion/11481/raf-simons, Why is streetwear obsessed with Raf Simons?, nss magazine, 1 June 2017, Valerio, Coretti, WEB, Schneier, Matthew, 2022-08-31, What’s Next for Off-White After Virgil?,www.thecut.com/article/virgil-abloh-louis-vuitton-future-of-off-white.html, 2022-09-04, The Cut, Other designers such as Demna Gvasalia, creative director of Vetements and Balenciaga, championed trends such as the chunky sneakerNEWS,www.nytimes.com/2018/07/25/style/sneakers-balenciaga-triple-s.html, Jon, Caramanica, 25 July 2018, My 8-Month Search for $900 Sneakers, The New York Times, and oversized hoodie.WEB,www.racked.com/2016/3/2/11139622/what-is-vetements, What Is Vetements and Why Is Everyone Freaking Out?, Nicola, Fumo, 2 March 2016, Racked, Streetwear is an inclusive style in fashion as it is gender neutral and often designed by people of many different ethnicities and backgrounds.WEB,wearzeitgeist.com/streetwear/what-is-streetwear-fashion, What is Streetwear? The 411 on Fashion’s Biggest Buzzword,

Hypebeast culture

“Hypebeast” (occasionally “hype beast“) culture is a colloquial term that at first was considered a derogatory term until the Hong Kong journalist and businessman Kevin MaWEB, Bishop, Jordan, Jun 28, 2016, HYPEBEAST Founder Kevin Ma On Innovation, Learning, And Hong Kong,www.forbes.com/sites/bishopjordan/2016/06/28/hypebeast-founder-kevin-ma-on-innovation-learning-and-hong-kong/, 2022-10-29, Forbes, reappropriated it as the name of his fashion blog, Hypebeast.WEB,qz.com/quartzy/1623507/streetwears-impact-on-fashion-goes-beyond-hoodies-and-t-shirts/, Streetwear is what happens to fashion when consumers start dictating the terms, Bain, Marc, Quartzy, 22 May 2019, en, 20 November 2019, Even after Ma’s fashion blog expanded to a world-famous website, hypebeast still had some negative connotation in the US: namely a lack of authenticity and an interest only in following existing trends.WEB,registerforum.org/3437/news/hypebeast-culture/, Hypebeast Culture, Weissburg, Josie, The Register Forum, 20 November 2019, In the UK, hypebeast is a pejorative for a hipster who appropriates designer streetwear and buys only the latest releases, in an ironic imitation of mainstream celebrities like Kanye West.WEB, Bassil, Ryan, October 25, 2019, What Happened to the Hipster?,www.vice.com/en/article/evjq77/hypebeast-new-hipster-mens-fashion-lifestyle, 2022-10-29, Vice (magazine), Vice, Even though many people will refer to themselves as hypebeasts, taking it as a term of endearment (much like the evolution of the term otaku in Japanese popular culture) others still respond to the negative connotation.WEB,www.complex.com/style/2013/08/evolution-of-the-hypebeast/, The Evolution of the Hypebeast: An Illustrated Guide, Complex, en, 20 November 2019, With a growing trend of prominent brand names and logos on clothing, there has been a development of “hypebeast culture” connected to streetwear as of the mid-2000s. Hypebeasts are defined as buying clothes and accessories to impress others.WEB,www.bustle.com/articles/97047-what-is-a-hypebeast-5-important-aspects-of-the-hypebeast-lifestyle, All Your Questios About Hypebeasts, Answered, Bustle, en, 7 September 2019, This trend is inspired by a 1990s fashion for clothing covered in brand names and logos.WEB,footwearnews.com/2018/fashion/trends/logo-mania-trend-90s-fendi-fila-asics-518423/, Will the ‘90s Logo Trend Last? Here’s What the Experts Have to Say, Groce, Nia, 15 March 2018, Footwear News, en, 7 September 2019, Hypebeasts usually wear a variety of name brands at once to boast their affluence and display popular trends. Another component of “hypebeast culture” is the link to resellers. Resellers will purchase an upcoming trending sneaker to resell it at a higher asking price later. The resale market and hypebeasts can profit from brands by purchasing them for the trend rather than their cultural significance.WEB, Le, Nicholas, 11 October 2018, Streetwear resale culture on rise, becomes source of profit for students,thecampanile.org/2018/10/11/streetwear-resale-culture-on-rise-becomes-source-of-profit-for-students/, 8 August 2021, The Campanile,

Sneaker collecting

Sneakers have been a part of streetwear since the late 1970s.JOURNAL, Matthews, Delisia, Cryer-Coupet, Qiana, Degirmencioglu, Nimet, 5 January 2021, I wear, therefore I am: investigating sneakerhead culture, social identity, and brand preference among men, Fashion and Textiles, 8, 1, 10.1186/s40691-020-00228-3, 2198-0802, free, By the late 1980s, sneaker collecting had become a major part of the streetwear subculture, due in large part to Air Jordans, the signature shoes of basketballer Michael Jordan.JOURNAL, Denny, Iain, 17 March 2020, The sneaker – marketplace icon, Consumption Markets & Culture, 24, 5, 456–467, 10.1080/10253866.2020.1741357, 1025-3866, free, Another sneaker of streetwear has been the Nike Air Force 1, popularized in the hip hop, trap, and grime scenes.WEB, Warnett, Gary, The Forgotten History of the White on White Air Force 1, Nike’s Perfect Sneaker,www.complex.com/sneakers/2017/01/nike-air-force-1-history, Complex (magazine), Complex, 31 January 2019, 25 January 2017, Although styles of shoes have changed, the link between sneaker culture and streetwear remains strong. The sneaker market is approximately valued at $85 billion USD in 2022 and is predicted to reach $120 billion by 2026.WEB, Braithwaite, Naomi, May 17, 2021, The history of sneakers: from commodity to cultural icon,theconversation.com/the-history-of-sneakers-from-commodity-to-cultural-icon-127268, 7 March 2022, The Conversation, en, WEB,www.statista.com/statistics/1017918/sneakers-market-value-forecast-worldwide/, Global: Sneakers market value worldwide 2012-2025,

See also

{{Wiktionary|streetwear}}

• Athleisure
• Ready-to-wear
• Street style

References

{{Reflist}}{{Fashion}}