By Kashika Malhotra

The conception and growth of the streetwear trend began in the 1980s when Shawn Stussy of Stüssy, a small surfboard company, began printing logo t-shirts in Los Angeles, California. Since then, streetwear has been incorporated into New York hip hop fashion and embraced by the surfing and skating community in California. Now, streetwear incorporates elements of Japanese street fashion, sportswear and pop-culture, and has become a global symbol of comfortable, aesthetic fashion.

One of the unique characteristics of streetwear is the power and different meaning that each piece of clothing holds. There is something for everyone - from simplistic monochromatic pieces to grunge graphics. Each piece of clothing represents meaning, feeling, and a form of lifestyle. This trend has transformed the inconvenient impractical women fashion stereotypes and has spearheaded the challenge against the typical gender roles present in cultures and societies. Grammy winner, Billie Eilish is known for her streetwear style as much as for her music. She stands out from her counterparts with her “tomboy” outfits, consisting of oversized hoodies and baggy sweatpants. She complements the look with loud colors, bright patterns, and high-end sneakers. She is an inspiration for many girls to adjust and make fashion what they want.

With hypebeast culture gaining popularity, i.e. a term used to describe an individual who collects luxury apparel, shoes, and accessories to increase their status - many high-end fashion labels have also extended their collections into streetwear. In 2017, high-end streetwear labels contributed to a 5% boost to global sales of luxury personal products. That same year, Louis Vuitton’s Fall Winter 2017 menswear show debuted a collection with popular streetwear brand, Supreme. The items contradicted the sophisticated image and colours traditionally used by Louis Vuitton, but the array of sunglasses, bandanas, and even duffle bags sparked the hype.

Over time, celebrities have hopped onto the streetwear bandwagon as well. In many instances, celebrity merchandise is designed keeping in mind the growing trend of streetwear styles. For example, Kylie Jenner launched The Kylie Shop in 2016 which retailed clothing with unique logo designs. Influencers like Kanye West have their own collections: Yeezy began as a sneaker collaboration with Adidas, but has evolved into a brand that even debuted at New York Fashion Week during the Fall 2015 cycle. The monochromatic and simplistic style differs from the bold designs and logos of typical streetwear brands, but the garments and sneakers are appealing to the same target audience. Yeezy’s minimalist take on streetwear classics like hoodies, joggers, and crop tops drove fans into a frenzy. The hype of this line extended to the point where the Yeezy Boost 350s sold out globally within 12 minutes.

This casual, streetwear fashion trend from the 80s is continuing to draw more influence and popularity. From models bringing back the brand Champion, to Justin Beiber’s new streetwear line, Drew House - Gen Z is slowly bringing back the fashion of blatant branding, baggy cuts, unique graphics, and functional utility jackets.

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