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''''Streetwear''' is a style of casual clothing which became global in the 1990s.<ref>{{cite news|url=http://www.bbc.com/culture/story/20190109-who-decides-what-is-cool |title=Who decides what is cool? |last=Laux |first=Cameron |date=9 January 2019 |work=BBC designed |publisher=British Broadcasting Corporation |access-date=10 January 2019}}</ref> It grew from California [[surf culture|surf]][[Skateboarding#Culture|skate culture]] and New York [[hip hop fashion]] to encompass elements of [[Sportswear (fashion)|sportswear]], [[punk fashion|punk]] and [[Japanese street fashion]]. Eventually [[haute couture]] became an influence.<ref>{{cite news|url=https://www.vogue.com/article/slam-jam-luca-benini-interview-pitti-uomo |title=Think Streetwear Is a New Phenomenon? Meet Luca Benini, Who Started the Hype 30 Years Ago |last=Yotka |first=Steff |date=12 January 2019 |work=Vogue |publisher=Condé Nast |access-date=12 January 2019}}</ref> It commonly centers on "casual, comfortable pieces such as [[jeans]], [[T-shirt]]s, [[baseball cap]]s, and [[sneakers]]", and exclusivity through intentional product scarcity.<ref name="Bobby Hundreds"/> Enthusiasts follow particular [[brands]] and try to obtain limited edition releases.<ref>{{cite web |url=https://www.bbc.com/news/newsbeat-46474431 |title=Rental fashion: How luxury streetwear is changing the industry |last=Baggs |first=Michael |date=10 December 2018 |website=BBC Newsbeat |publisher=British Broadcasting Corporation |access-date=10 January 2019}}</ref><ref>{{cite web|url=http://www.wisegeek.com/what-is-streetwear-clothing.htm |website=Wisegeek|title= What is Street Wear?}}</ref> ==History== '''Streetwear''' style is generally accepted to have been born out of the [[Los Angeles]] [[surf culture]] and [[New York City]] [[hip hop]] culture of the late [[1970s in fashion|1970s]] and early [[1980s]]. Early streetwear in the [[1970s]] and [[1980s]] also took inspiration from the [[DIY ethic|DIY aesthetic]] of punk, [[New wave music|new wave]], [[heavy metal music|heavy metal]] and [[hip hop]], co-opting established legacy sportswear and [[workwear]] fashion brands such as [[Schott NYC]], [[Dr. Martens]], [[Kangol]], [[Fila (company)|Fila]] and [[Adidas]]. In the late [[1980s]], surfboard designer [[Shawn Stussy]] began selling printed T-shirts featuring the same trademark signature he placed on his custom [[surfboard]]s. Initially selling the items from his own car, Stussy expanded sales to boutiques once popularity increased.<ref name='San Francisco Chronicle 2005-11-06'>{{cite news | first=Steve | last=Sande | title=Street Threads | date=2005-11-06 | url =http://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2005/11/06/LVG8AFH0RR1.DTL | work =[[San Francisco Chronicle]] | accessdate = 2009-08-12 }}</ref><ref name="Time 1991-02-11">{{cite news|url=http://www.time.com/time/magazine/article/0,9171,972287,00.html|url-access=subscription|title=Style: Where Surf Meets Rap|date=1991-02-11|work=Time|access-date=2009-09-10|archive-url=https://web.archive.org/web/20100216125229/http://www.time.com/time/magazine/article/0,9171,972287,00.html|archive-date=2010-02-16|url-status=live}}</ref><ref name='SoJones 2009-08-05'>{{cite web|url=http://www.sojones.com/news/1407-throwback-comeback-stussy/ |title=Throwback Comeback: Stussy |accessdate=2009-08-12 |last=Breinholt |first=Jacob |date=2009-08-05 |work=SoJones }}</ref> Then as sales peaked, [[Stüssy]] moved into exclusive sales to create product scarcity, which firmed up the ultimate baseline definition of streetwear: T-shirts and exclusivity."<ref name="Bobby Hundreds"/> 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 (sports)]] jackets and [[workwear]] jackets made by companies like [[Carhartt]].<ref>[https://www.nytimes.com/1992/11/29/style/thing-the-carhartt-jacket.html The Carhartt Jacket] by Michel Marriott, November 29, 1992.</ref> In the mid [[1990s]], it was all about [[skateboarding]] and [[gangsta rap]] with professional American sports franchises having a big 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]]. Rap superstar [[50 Cent]] a few years later launched his [[G-Unit Clothing Company|G-Unit clothing label]], with the sneaker rights given to [[Reebok]]. In the [[2000s]], the advent of "[[bling]]" culture saw established luxury brands make inroads into the market, with [[Burberry]], [[Gucci]] and [[Fendi]] making appearances in hip hop videos and films. The most popular shoe of the era was the [[Air Force 1 (shoe)|Nike Air Force 1]], immortalized in the [[Air Force Ones (song)|song]] by [[Nelly]],<ref name="Air Force 1">{{cite web |last1=Warnett |first1=Gary |title=The Forgotten History of the White on White Air Force 1, Nike's Perfect Sneaker |url=https://www.complex.com/sneakers/2017/01/nike-air-force-1-history |website=[[Complex (magazine)|Complex]] |accessdate=January 31, 2019 |date=January 25, 2017}}</ref> then the fashion clothing manufacturers began to follow the streetwear companies co-opting the idea of very limited edition capsule collections, now known as "drops", using [[social media]] and product scarcity as marketing tools.<ref>{{cite web |url=http://www.bbc.com/capital/story/20180205-the-hype-machine-streetwear-and-the-business-of-scarcity |title=The hype machine: Streetwear and the business of scarcity |last=Fowler |first=Damian |date=5 February 2018 |website=BBC Capital |publisher=British Broadcasting Corporation |access-date=10 January 2019}}</ref> In the [[2010s]], some streetwear brands were now coveted as much as the most historically elite fashion brands. [[Complex Magazine]] named [[Stüssy]], [[Supreme (brand)|Supreme]] and [[A Bathing Ape]] as the top streetwear brands,<ref name="Bobby Hundreds">{{cite news|url=http://www.complex.com/style/the-greatest-streetwear-brands/ |first=Bobby|last=Hundreds|title=50 Greatest Streetwear Brands of All Time|work= [[Complex Magazine]] |date=June 21, 2011}}</ref> and many went on to collaborate on prized high fashion capsule collections: Supreme x Louis Vuitton, Fila x Fendi, A Bathing Ape x Commes des Garcons, Stussy x Dior.<ref>[https://www.highsnobiety.com/p/dior-stussy-fall-2020/ Dior x Stussy Fall 2020] by By Jonathan Sawyer, Highsnobiety, Dec 4, 2019.</ref> == Contemporary == {{More citations needed section|date=January 2019}} [[File:Fabrica timberland RD.jpg|thumb|right|200px|Timberland boots are a common shoe in streetwear]] Common sportswear worn in contemporary street styles include [[hoodie]]s, [[Flight jacket|bomber jacket]]s, tennis-style skirts, [[Sweatpants|track pants]], [[leggings]], and sneakers. Some of these are a revival of 1990s hip-hop fashion, which also favoured bomber jackets and baseball caps. Contemporary streetwear is usually influenced by the generic sporty twists and sleek athletic lines. In earlier stages of sportswear fashion, femininity was usually expressed with the lines becoming cleaner, and silhouettes becoming minimal. Later, bold volumes in sportswear started to develop, [[High tech|hi-tech]] fabrics and old-school approaches were used in styling. In general, relaxed silhouettes, clean shapes, little embellishments, and an overall sophisticated feel would be observed in the looks of the trend. Contemporary streetwear has also become much more influential in the world of haute couture influencing and in turn being influenced by runway shows by prominent designers. [[Raf Simons]] has made a large impact on streetwear stylings as it has evolved over the years, this might be attributed by the designers influence in hip hop and popular culture.<ref>{{cite magazine|url=https://www.nssmag.com/en/fashion/11481/raf-simons|title=Why is streetwear obsessed with Raf Simons?|work=nss magazine|date=June 1, 2017|first=Valerio|last=Coretti}}</ref><ref>https://www.youtube.com/watch?v=_eLryuBCO-M</ref> Other designers such as Demna Gvasalia, creative director of Vetements and Balenciaga, have also had an impact in recent years championing trends such as the chunky sneaker<ref>{{cite news|url=https://www.nytimes.com/2018/07/25/style/sneakers-balenciaga-triple-s.html|first=Jon|last=Caramanica|date=July 25, 2018|title=My 8-Month Search for $900 Sneakers|work=[[New York Times]]}}</ref> and the oversized hoodie,<ref>{{cite web|url=https://www.racked.com/2016/3/2/11139622/what-is-vetements|title=What Is Vetements and Why Is Everyone Freaking Out?|first=Nicola|last=Fumo|date=March 2, 2016|work=[[Racked]]}}</ref> which have slowly become streetwear staples. === Luxury sportswear === [[File:Alexander Wang Photo by Ed Kavishe Fashion Wire Press.jpg|thumb|right|150px|[[Alexander Wang (designer)|Alexander Wang]] developed “luxury sportswear” in his eponymous brand]] The decline of [[formal wear]] led to the rise of streetwear fashion. High-end and luxury brands began to develop “luxury sportswear”, for example [[Alexander Wang (designer)|Alexander Wang]], [[Gucci]], and [[DKNY]]. Among this type of “luxury sportswear”, luxe fabrics were used to produce their sportswear fashion for a high contrast on the sporty silhouette. Fabrics like [[silk]] organza, washed [[satin]], [[leather]], [[neoprene]], and [[Crêpe (textile)|wool crepe]] were used to produce the “luxury sportswear”. These types of fabrics may help experiment a garment with texture, and may assist in capturing a modern-sports spirit of the season. Details of the designs in “luxury sportswear” looks are pulled directly from actual active wear. The two words, “luxury” and “minimalism” were first used together for sportswear in fashion, to interpret a fresh sports look which is sleek and clean, but bearing recognizable athletic influences. Common mix-and-match combination of “luxury sportswear” on streetwear are track pants under [[basketball shorts]], with bold patterns and sumptuous fabrics for men; and light colored [[pencil skirt]]s, with bomber jackets and sleek tops, cut in satin or tweed, for women. === Seasonal sportswear === Sportswear in streetwear designs changes according to season and temperature. In winter, sports silhouette tends to turn slouchier and volumes are exaggerated. Solid fabrics such as [[fur]], [[velvet]], [[wool]] and leather become predominant, and quilted detailing on [[windbreaker]]s, sporty skirts and vests can be seen. A typical winter look might be a voluminous sweatshirt with satin [[boxer shorts]], or a brocade bomber jacket worn on top of a laid-back dress featuring mesh detailing. In summer, the look is usually light-weight and simple, with a combination of [[crop top]]s, sleek dresses, [[Gym shorts|gym-shorts,]] and tank-tops. === Hype beast culture === {{Refimprove|section|date=September 2019}} Hype beast culture is a colloquial term that at first was considered a derogatory term until Kevin Ma coined it for his fashion blog.<ref>{{Cite web|url=https://qz.com/quartzy/1623507/streetwears-impact-on-fashion-goes-beyond-hoodies-and-t-shirts/|title=Streetwear is what happens to fashion when consumers start dictating the terms|last=Bain|first=Marc|website=Quartzy|language=en|access-date=2019-11-20}}</ref>Even after Ma’s fashion blog expanded to a world-famous website, hype beast still had a negative connotation behind it.<ref>{{Cite web|url=https://registerforum.org/3437/news/hypebeast-culture/|title=Hypebeast Culture|last=Weissburg|first=Josie|website=The Register Forum|access-date=2019-11-20}}</ref> Even though many Hype beast will refer to themselves as such others still believe in the negative connotation.<ref name=":0">{{Cite web|url=https://www.complex.com/style/2013/08/evolution-of-the-hypebeast/|title=The Evolution of the Hypebeast: An Illustrated Guide|website=Complex|language=en|access-date=2019-11-20}}</ref> With a growing trend of prominent brand names and logos on clothing, there has been a development of "hype beast culture" connected to streetwear as of the mid-2000s. Hype beasts are defined as buying clothes and accessories simply to impress others.<ref>{{Cite web|url=https://www.bustle.com/articles/97047-what-is-a-hypebeast-5-important-aspects-of-the-hypebeast-lifestyle|title=All Your Questios About Hypebeasts, Answered|website=Bustle|language=en|access-date=2019-09-07}}</ref> This trend is inspired by a 1990s fashion for clothing covered in brand names and logos.<ref>{{Cite web|url=https://footwearnews.com/2018/fashion/trends/logo-mania-trend-90s-fendi-fila-asics-518423/|title=Will the ’90s Logo Trend Last? Here’s What the Experts Have to Say|last=Groce|first=Nia|last2=Groce|first2=Nia|date=2018-03-15|website=Footwear News|language=en|access-date=2019-09-07}}</ref> Hype beasts usually wear a variety of name brands at once to boast their affluence and display popular trends.Growth of the Hype beast culture has lead to the consumption of many name brands, some including, Bape, Supreme, Off White, Palace, Louis Vuitton, Balenciaga, and Gucci. Hype beast culture has led to the growth of buying and reselling these name brand items with prices varying on the demand for said items.<ref name=":0" /> With many of today's modern hip-hop artist having an impact in these fashion trends. Modern hip-hop musicians influence this culture through the clothing they wear to the brands they speak of. With many songs speakings of these influential brands in a positive manor. == See also == {{Wiktionary|streetwear}} * [[Punk fashion]] * [[Street fashion]] * [[Hip Hop fashion]] ==References== {{Reflist}} {{Fashion}} [[Category:Street fashion]] [[Category:Culture of Los Angeles]] [[Category:Hip hop fashion]] [[Category:2010s fashion]] [[Category:2000s fashion]] [[Category:1990s fashion]] [[Category:Sneaker culture]]'