Streetwear

Streetwear is a style of casual clothing that gained global popularity in the 1990s. Emerging from the fusion of New York hip-hop fashion and Californian surf culture, it evolved to incorporate elements of sportswear, punk, skateboarding, 1980s nostalgia, and Japanese street fashion.

Streetwear is commonly linked to exclusivity, as many brands limit production through artificial scarcity to drive demand. This has led to practices such as limited edition releases and resale markets. In the 21st century, streetwear intersected with haute couture, as luxury fashion houses adopted streetwear influences, while streetwear brands incorporated aspects of high fashion including runway presentation, designer collaborations, and premium branding.

Streetwear style is generally accepted to have been born out of the New York City hip-hop culture of the late 1970s and early 1980s, with elements of Los Angeles surf culture. Early streetwear in the 1970s and 1980s also took inspiration from the do-it-yourself aesthetic of punk, Japanese street fashion, new wave, heavy metal, and established legacy sportswear and workwear fashion brands such as Schott NYC, Dr. Martens, Kangol, Fila and Adidas.

During the 1980s, designer Dapper Dan (Daniel R. Day) in Harlem, New York, created early streetwear aesthetics. Working from his made-to-order customization boutique opened in 1982, Day combined luxury branding with custom designs influenced by experiences in Africa, helping popularize logo-centered and individualized fashion that diverged from mainstream norms.

Likewise, Surfboard designer Shawn Stussy began selling printed T-shirts featuring the same trademark signature he placed on his custom surfboards. Initially selling the items from his own car, Stussy expanded sales to boutiques once his popularity increased. Then as sales peaked, Stüssy moved into exclusive sales to create product scarcity, which established streetwear's focus on T-shirts and exclusivity.

In the early 1990s, burgeoning record labels associated with popular hip-hop acts like Tommy Boy Records, Def Jam Recordings, and Delicious Vinyl began selling branded merchandise embroidered onto letterman and workwear jackets made by companies like Carhartt. By mid-decade, influences included skateboarding and gangsta rap. Professional American sports franchises have had a significant impact on the scene, especially the New York Yankees, Los Angeles Raiders and Chicago Bulls caps and jackets, with their production of oversized team jerseys, as well as boots from The Timberland Company and the latest shoe design releases from Nike, Inc. Brand launches by the chief executives of record companies followed, with Russell Simmons of Def Jam launching his Phat Farm label, Sean Combs of Bad Boy with Sean John, and Jay-Z and Damon Dash of Roc-a-Fella Records launching Rocawear.

Jil Sander was the earliest luxury fashion brand to collaborate with a sportswear firm, Adidas, on a co-creation project in 1998. Since then, the advent of "bling" culture saw established luxury brands make inroads into the market, with Burberry, Gucci and Fendi making appearances in films and hip hop videos. Singer Pharrell Williams partnered with fashion designer and A Bathing Ape creator, Nigo, to create Billionaire Boys Club, is credited with mixing Japanese street fashion and streetwear and increasing their visibility in high fashion. Fashion clothing manufacturers began to follow the streetwear companies, co-opting the idea of very limited edition capsule collections, known as "drops", using social media and product scarcity as marketing tools.

In the 2010s, some streetwear brands were coveted as much as the most historically elite fashion brands. Japanese streetwear brands such as A Bathing Ape (BAPE) and Neighborhood played an important role in the global spread of streetwear. Complex Magazine named Stüssy, Supreme, and A Bathing Ape as the top streetwear brands, and many went on to collaborate on prized high fashion capsule collections such as Supreme x Louis Vuitton, Fila x Fendi, A Bathing Ape x Comme des Garcons, and Stüssy x Dior.