History of streetwear: from the streets to luxury
The word streetwear often comes up in the sneakers and clothing scene, but what is it really? A trend, a culture, a style? It’s a bit of all three combined, often associated with a clothing style that aligns with one’s way of being. Born from a social movement in the street, streetwear is now defined as what is worn in the street. From Stüssy t-shirts of the 80s to collaborations between Louis Vuitton and Supreme, this urban culture has redefined the codes of fashion across the globe.
What is streetwear?
To understand how streetwear was born, we must go back to the 1980s. Streetwear is a clothing style that emerged in urban environments, primarily stemming from skate, hip-hop, and sports. Self-expression, comfort, and freedom are the key words of this style. Unlike sportswear, which is designed for performance, streetwear relies on an identity and cultural dimension, where youth dress according to their preferences without worrying about codes or fashion shows.
The origins of streetwear: surf, skate, and hip-hop
The Californian scene and the birth of Stüssy
It’s impossible to talk about streetwear without mentioning one of the pioneering brands: Stüssy. It was in the late 1970s on the American West Coast that surfers and skaters opted for a relaxed and functional style, inspiring Shawn Stüssy to start screen printing his signature on t-shirts. Thus begins the Stüssy saga, which becomes a symbol of creativity for youth, revealing the character traits of streetwear: independent, graphic, and urban. The tone is set, streetwear is literally akin to the style of the street.
New York, the cradle of hip-hop and urban fashion
On the other side of the United States, the city of New York becomes the capital of hip-hop, where rappers, DJs, and artists emerge, imposing a new clothing style. Tracksuits, caps, retro sneakers, and flashy jewelry are part of the street uniform. Clothing allows individuals to assert their identity, and sneakers have now become a cultural symbol, a source of pride.
The punk influence and DIY
At the same time, punk and graffiti culture introduce a raw and artisanal aesthetic: cutting, tagging, customizing. The “Do It Yourself” spirit becomes a founding value of streetwear, a fusion of rebellion, creativity, and the need for belonging.
The 1990s: the global explosion of streetwear
Supreme, BAPE, and the rise of brand cults
Still in New York, a brand now known to all revolutionizes streetwear: Supreme. Founded by James Jebbia in 1994, Supreme creates limited drops, often with ironic visuals inspired by art and pop culture. The pieces from the collections become coveted objects thanks to this effect of rarity, which still persists today.
In Japan, Nigo marks the streetwear scene with his brand A Bathing Ape (BAPE), recognizable by its colorful camo patterns.
Together, these labels become international references and give streetwear its aura that goes against what is seen on runways. Beyond the fashion world, hip-hop inspires creators with collections featuring recognizable logos that appeal to rap fans and democratize this new style accessible to all.
The 2000s: sneaker culture and collaborations
The golden age of collabs
New century, new chapter in the history of streetwear. Major brands that need no introduction with their swoosh or three stripes decide to take a new turn towards urban culture. Nike collaborates with Supreme, adidas with BAPE, Reebok with Ice Cream. The drops follow one another and become global events, where rarity creates fame.
The internet and the birth of the streetwear community
The internet arrives and changes everything. Blogs like Hypebeast and Highsnobiety introduce streetwear culture to a new generation. Iconic figures like Pharrell Williams, Kanye West, and Nigo bring together music, design, and fashion, and streetwear becomes a true cultural industry.
The 2010s: the marriage of streetwear and luxury
The fusion thanks to Virgil Abloh and Off-White
2017, the year of all possibilities. Virgil Abloh, founder of Off-White, becomes the artistic director of Louis Vuitton Men. The culmination: streetwear now has a foot in the world of haute couture. Virgil Abloh’s approach redefines fashion and allows for a broader vision. Streetwear makes its entrance on the runways, and Virgil Abloh will become the symbol of this turning point in urban culture.
Iconic collabs
We witness the emergence of historic collaborations: Supreme x Louis Vuitton, Dior x Air Jordan, Travis Scott x Nike. The boundaries between street and luxury blur, fashion houses draw inspiration from the street, and streetwear adopts the codes of luxury to carve out a place in Fashion Weeks. The hoodie asserts itself, and the sneaker becomes a collector's item.
The 2020s: towards a more conscious streetwear
The maturity of the movement
Far from being a mere trend, streetwear is rooted in the fashion we know today, as varied as it may be. Each decade has contributed its own touch to the movement, allowing new brands to understand its approach. Labels like Aimé Leon Dore, A-COLD-WALL*, or Patta advocate for a responsible, sustainable, and minimalist approach.
Streetwear, a culture above all
What makes streetwear strong compared to other movements and trends is its DNA. Streetwear draws its soul from authenticity, limitless creativity, and its community aspect where everyone can rethink fashion in their own way.
From the skateboard to the Fashion Week runways, from reinvented sneakers to luxurious collaborations, streetwear tells a story. It is proof that an idea born in the street can globally transform fashion by making it freer, without losing its soul. Obviously, streetwear is far from finished evolving. It continues to carve its path, at the pace of cities, creators, and generations that reinvent it.
