Streetwear is a casual clothing style that first emerged in the 1990s among urban youth. What was initially seen as a trend among young people has grown into an urban fashion staple. Today, streetwear brands provide people of all ages and backgrounds with the opportunity to showcase their individuality and indulge in comfort.
The Origins of Streetwear
The concept of streetwear originated in the 1990s as a grassroots movement among urban youth, with many pointing to the New York hip hop scene during this era as the first place where streetwear fashion was spotted. At the time that it first emerged, many thought of it as the antithesis of high fashion, but thanks to the hard work and dedication of streetwear designer brands, this clothing style earned its rank among some of the most elite styles in the world.
Streetwear’s Roots in Subculture
According to the Fashion & Law Journal, streetwear was first considered a subcultural phenomenon, and many fashion experts at the time did not believe that the movement would gain traction. It was a style that is largely credited to designer Dapper Dan (Daniel R. Day), who gained prominence in the late 80’s and 90’s as a couturier in Harlem, New York. Day was heavily influenced by a trip to Africa, from which he returned to Harlem in 1974 with a newly sparked interest in fashion. This led to the opening of his 24-hour store in 1982, operating on made-to-order customizations influenced by his own style, eventually heavily influencing many popular markers of today’s streetwear. These styles did not adhere to the typical fashion norms that had been in place for decades, making them distinctly different from any other clothing style of that time.
Skateboarding and Surf Culture Influence
While this fashion movement first began in urban areas, it quickly spread to other subcultural groups throughout the country, including the skateboarding and surfing subcultures. The individualistic style of young people in those cultural groups heavily influenced the rise and spread of streetwear. Their desire for comfortable clothing that allowed them to enjoy their favorite activities while expressing their individualism had a significant influence on the streetwear fashion genre.
Streetwear in the 1990s and 2000s
At the time that streetwear first emerged in the 1990s, it was seen as an opposition to the fashion norms that had existed for generations before. It swiftly took hold as a grassroots movement, and quickly, it became a mainstream fashion choice that appealed to a wide range of people. The growth and development of streetwear in the 1990s and 2000s allowed it to earn its place in the high fashion industry.
The Rise of Luxury Streetwear Collaborations
It quickly became clear that the streetwear fashion scene was not going to fizzle out. By the 2000s, streetwear had permanently embedded itself in the fashion industry, due to its mass appeal among people of all ages and backgrounds. As a result, some of the most iconic and influential brands in the fashion industry began collaborating with streetwear designers, to leverage the power of this growing genre.
The Supreme x Louis Vuitton collaboration showcased the power and influence of streetwear in the high fashion industry. Launched in 2017, this luxury streetwear collaboration effortlessly blended uptown and downtown fashion, bringing together one of the most popular skateboard streetwear brands and one of the most iconic fashion brands in history. The first items from the capsule collection were sold in pop-up shops in key cities around the country, creating buzz and exclusivity.
While the Supreme x Louis Vuitton collaboration may be the most monumental collaboration in the history of streetwear fashion, it was certainly not the only one to take place. Many traditional fashion brands collaborated with luxury streetwear brands to create innovative products that appealed to a wide range of fashion consumers.
The Evolution into High Fashion
In many ways, streetwear’s evolution into high fashion is a bit ironic, as the movement originated as a way to defy the norms and standards of the fashion industry in search of comfort and self-expression. However, as the movement took hold among the youth subculture of the 1990s, it became clear that it would soon earn its place in the high fashion industry.
Today, a fashion movement that once intended to defy the exclusivity of high fashion is now embedded in the industry, with high fashion streetwear brands being some of the most elite brands in the industry.
Streetwear’s Entry Into the Fashion Industry
Entrepreneurs and budding fashion designers who were hoping to leverage the power of the growing streetwear movement quickly began establishing urban fashion brands that created and promoted streetwear products. These fledgling brands helped cement the movement in the fashion industry, ensuring that streetwear would live on for generations.
Some of the first luxury streetwear brands to emerge in the 1990s and 2000s included Supreme and Stussy. These brands were launched in response to the fact that many traditional fashion labels would not dress some of the rising stars of the generation, forcing them to create their own clothing items that appealed to the stars as well as their fans and followers.
Streetwear on High Fashion Runways
It didn’t happen overnight, but eventually, the influence of streetwear could easily be seen on high-fashion runways in cities around the world, such as New York, Paris and Milan. High fashion designers such as Virgil Abloh and Demna Gvasalia began creating clothing items and accessories that fused high fashion elements with hallmark streetwear concepts.
Streetwear’s Global Influence
Throughout streetwear history, it’s been clear that this movement would have an influence on the global fashion industry. While it emerged as a subcultural phenomenon, it quickly grew to be one of the most significant forces of the 21st century on the clothing items that people wear each day.
Streetwear’s Impact on Global Fashion Trends
The impact of streetwear on global fashion trends is quite tangible. The emergence of high fashion streetwear allowed new trends to emerge, most of which prioritized comfort, utility and freedom of expression. Notably, streetwear ushered in now-favorite fashion items, such as:
- Deconstructed hoodies
- Oversized jackets
- Branded accessories
While branding has long played a prominent role in streetwear, the most recent trend is the incorporation of embroidered patches on streetwear items that showcase the individual brand’s logo. These branding efforts work to showcase not only the exclusivity of the brand, but also the identity and sense of community that exists among those who support the brand.
Social Media and the Growth of Streetwear
It’s true that high fashion runway shows often highlight what is going to come next in the world of fashion, but it’s undeniable that social media is gaining traction as one of the most powerful forces in the industry. Social media influencers are leveraging their platforms to promote the streetwear products that appeal to them, which in many ways pays homage to the grassroots nature of this fashion movement.
The Commercialization of Streetwear
Shortly after streetwear emerged on the scene in the 1990s, the commercialization process began. Recognizing the mass appeal that streetwear held, new and established brands alike worked to capitalize on the trend and create items that would appeal to skateboarders, hip-hop enthusiasts, surfers, and young people in general.
From Niche to Mainstream
The first brands to begin creating and releasing streetwear products were appealing to a niche audience, one that consisted primarily of those in the skater, surfer, and urban youth subcultures. That said, the comfort and versatility of the clothing styles quickly allowed streetwear to take hold, allowing it to become a mainstream clothing genre.
Streetwear’s Role in the Resale Market
Branding, which is a hallmark of the streetwear industry, allows streetwear to be particularly valuable in the resale market. Individuals searching for vintage or exclusive streetwear items are often able to search for them on social media marketplaces or in thrift stores, where they may uncover a hidden treasure.
The Future of Streetwear
Having solidified itself as a mainstay in the fashion industry, the future of streetwear looks bright. Individuals of all ages and styles are going to be wearing streetwear-influenced clothing items in the year to come, with many fashion insiders anticipating that luxury streetwear brands will continue to emerge and collaborate with high fashion brands.
Streetwear and Sustainability
Many consumers today are beginning to recognize the significant carbon footprint of the fashion industry, motivating them to make more eco-conscious decisions. Fashion designers will have to develop innovative processes to design and produce streetwear products in a way that reduces waste and utilizes existing materials.
The Continuing Fusion of Streetwear and High Fashion
One thing is certain, streetwear fashion history will continue to be defined by high fashion. There is expected to be ongoing collaborations between high fashion designers and luxury streetwear brands, affording people the opportunity to invest in distinct pieces that are practical, versatile and perfect for the way that they live their lives.
Explore the Role of Urban Fashion in Today’s World at Rocky Mountain College of Art + Design
By blending comfort with self-expression, streetwear aesthetics provide individuals with an opportunity to showcase their personal brand. At Rocky Mountain College of Art + Design, we offer an on-campus Bachelor of Fine Arts in Fashion Design degree as well as an online Bachelor of Fine Arts in Fashion Design degree, both of which allow you to explore the connection between streetwear and high fashion. Our skills-based curriculum emphasizes the art of designing fashionable garments, allowing students to hone their fashion illustration, CAD design and trend forecasting skills.
Request more information about our fine arts degree programs today.
