WHY LUXURY STEETWEAR?

WHY LUXURY STREETWEAR?

Streetwear, or at least the more broadly termed urban fashion, refers to a distinctive style of street fashion, which has its roots in Californian and skate culture, but also involves elements of hip-hop fashion, modern high fashion and haute couture. Pioneers of the movement include James Jebbia, founder of Supreme, and Shawn Stussy, founder of Stüssy. Designer Dapper Dan played a pivotal role in elevating streetwear to luxury as early as the 1980’s out of Harlem, New York, creating styles for hip-hop artists who were shunned by traditional luxury brands at the time (Streetwear History & Definition, 2022).

Like any other major cultural movement, streetwear should not be viewed as a trend within fashion. However, as the fashion leg of a bigger shift which is largely driven by culture. The rich history and fusing of cultures is exactly what makes streetwear labels the perfect advocate to champion important causes. It’s built into their brand DNA and participation in this community means vocalizing and fighting against injustices everywhere (Team, 2022).

Figure 1

When initially thinking about where I fit in the industry, I immediately thought streetwear as that is what I’m most interested in. Streetwear plays a huge part in influencing my style and it’s an area which greatly inspires me with its meaning and messages.

During my research I was able to read parts from “The New Luxury: Highsnobiety”. This publication explores the interplay between cult streetwear brands and elite fashion houses. Something I found interesting was the idea that fashion trends start from streetwear and then are used by luxury brands, From my research, I concluded that my brand will sit in the accessible luxury market. I noticed that the main brands I am influenced by sit in the lower end of the high-end sector of fashion. Brands within this market level embody values and aspirations of their consumers. I think luxury fashion is the future however I want my brand to be accessible for everyone with a lower price tag. It is important that my brand is inclusive unlike many luxury brands. As Vogue’s International Editor Suze Menkes says, “Luxury today needs to redefine the way it’s presented to be comprehensive to different generations and different cultural groupings.”

I believe it is important for brands to have a more accessible attitude in order to resonate with the more politically engaged, globally aware consumer who values diversity and ignores the status quo. Streetwear brands are a prime example of engaging today’s youth and have a very open and diverse attitude. Virgil Abloh said “My approach is to make the creative industry inclusive, not exclusive, shifting the veil of secrecy feels new.” Through drop culture streetwear brands have created clothing which is both accessible and exclusive. The effect of this is Gen Z and Alpha value inclusivity and expect luxury brands to create accessibility.

The future of the luxury market is transparency and sharing values with their consumers. Accessible luxury can still be exclusive. Limited editions, localised products and unexpected collaborations are just some of the ways streetwear brands ensure this. ( News, 2022)