How Streetwear Became a Global Language of Identity

Streetwear has evolved over the years, as it’s changed from a clothing style that represented rebellion to now a worldwide phenomenon with people all over the world choosing this highly comfortable option rather than trying to live up to fashion trends. Now, streetwear is being produced by high-end labels who have hopped on the bandwagon to make more profits with this style now being one of the most popular in the world. However, it never used to be like this.

When streetwear was first introduced into the market, it was a grassroots movement that grew out of necessity and rebellion with those who wore it looking to be more self-expressive compared to the norm. This bold aesthetic really started to gain traction in the 1970s, particularly in New York, due to hip-hop culture being on the rise which led to it becoming a global language of identity.

This guide will explore streetwear fashion and how it developed over the years, so continue reading to get a better understanding of this global phenomenon.

Subculture to Style Powerhouse

As mentioned, the rise of hip-hop is often cited as when streetwear started to become mainstream. The sales of Adidas and Nike sneakers skyrocketed with caps and gold chains now being used as popular accessories. There was also a separate streetwear trend that was taking shape due to punk fashion, which embraces leather jackets and ripped jeans. Each of these offered a new style of streetwear that were both designed to stick it to the man and get away from fashion norms of the time.

Each of the different streetwear styles allows people to feel part of a group, which gives them a stronger sense of identity. It quickly became a global language that could be used to instantly identify if someone was interested in the same things as you. While this has somewhat disintegrated in modern times with more people using streetwear as a comfortable alternative to normal attires, there’s still a strong sense of identity with rapping culture in the UK being one that fully embraces both men’s and women’s tracksuits.

The Mainstream Transition

A key moment in streetwear’s rise was how it blended luxury and casual wear. The 2010s opened the door for streetwear and made it more acceptable to wear within the fashion industry. High-end brands started to blur the lines and release their own streetwear labels that started to take the market by storm. Perhaps the biggest moment came in 2017 when Supreme partnered with Louis Vuitton. The former used to be known as a skateboarding brand with a counterculture attitude, which then aligned with one of the oldest luxury brands in the world.

This was a sign that the centre of fashion was changing drastically, as streetwear was becoming less of a way to rebel from social norms but rather a mainstream way to dress that allowed more people around the world to get involved with it. This has led to it becoming the most popular style currently in the world and beginning to drive away from what made the style relevant in the first place.

Today’s Fashion Economy

Having streetwear or activewear as part of your stock has become a goldmine in the ecommerce world, as it’s been proven to boost sales and help brands stay relevant. Retailers use street style data to understand what consumers actually wear, with social media platforms like Instagram and TikTok being perfect places for them to scout what’s currently trending in street style. This has given influencers more power when it comes to promoting streetwear, as they can promote different pieces of clothing to their audiences to start a trend.

The commercialisation of street style has its downsides too. There’s the risk of oversaturation, the pressure to constantly buy new things and the performative aspect of dressing for the algorithm rather than oneself. This completely goes against what streetwear is all about, as it eliminates it as a form of self-expression with it turning into the exact thing that it was created to fight against.

However, many people still use street style as a form of creativity and resistance. As long as there are individuals using clothes to express who they are, street style will remain a powerful language that helps people feel like they belong to a group of individuals.

Final Thoughts

As long as people continue to communicate their identity, rather than just their bank balance, street style will always serve as the world’s most powerful visual language of belonging. However, with the luxury brands also releasing their own streetwear lines, it’s important to know where to draw the line and not allow your street style to be part of a growing trend within the fashion industry.