Posted on September 15 2021
Fashion runaways have already set up the current trends for the upcoming season. And street style and streetwear are a big part of it. Rich & Rotten found its inspiration for the new fall collection digging into the roots of street fashion and how it all started. In today's fashion industry, the word "streetwear" is pretty prevalent. It focuses on a particular kind of street fashion with origins in Los Angeles, California, and skater’s culture. Streetwear is more than just a trend toward a more casual style; the idea of streetwear is very simple. The fashion industry defines it as stylish, informal clothes worn by fans of popular culture. However, the fashion industry struggles to define what exactly constitutes streetwear style. Skate and surf culture, hip-hop fashion, sports, high-end fashion, and K-Pop are just a few of the inspirations of streetwear.
(Product featured: RR SIGNATURE VELOUR CREW)
In today's digital age, influencers, celebrities, and singers greatly affect what we consider trendy. Rather than selling through regular retail outlets, several street style brands sell entirely through their own websites. Instead of following a regular runway schedule, they employ single product drops. Brands may build anticipation before releasing a limited number at a specific moment to assure scarcity. They generate high resale value once the product sells out by releasing a limited quantity at a specific time.
The Hip-Hop Fashion and Skate Culture
Streetwear is a consequence of broader subculture movements like skateboarding and surfing, and that it's been evolving since 1970. It was sure to have its day in the limelight, as all great styles ultimately make their way to the people. With the birth of punk music and very early hip-hop fashion, this was an exciting moment for the fashion industry. As a result, streetwear businesses of the late 1970s and 1980s drew significantly on punk and heavy metal cultures and DIY aesthetics.
Back in the '80s, surfers were selling screen-printed T-shirts to advertise their hand-shaped surfboards launched the first streetwear companies in Southern California. Next, boutique skating businesses in New York City began producing their own styles. They were heavily influenced by the street style of Los Angeles skateboarders and surfers, as well as hip-hop fashion. The most well-known DIY T-shirt pioneer was Shawn Stussy, a surfboard designer. He started selling printed T-shirts with the same unmistakable signature he used on his own handcrafted surfboards. As Stussy's cult status rose, so did the market for his surfboards and clothing. The complex magazine puts it best when they say, "Stussy took a mega, sub-culturally varied, Southern California lifestyle-based T-shirt business and imitated the restricted feel of a high-end luxury brand."
Streetwear is always considered the movement of the people," but it has no set rules and is always changing and growing in response to the needs of the street style. Some say that streetwear emerged as a reaction to the mass-produced forms of "mall" fashion and that it was a means for people to express themselves by developing their own styles in order to break free.
In our next article we will provide valuable insights on how branded clothing can be mixed with hip-hop fashion and how to wear baggy clothes the right way. Meanwhile, you explore more streetwear designs here.