History Of Streetwear

The latest issue of Theme Magazine is out and they’ve done us all a favor by publishing some of the great content online. There’s not much out there that touches what Theme is doing and even when they touch subjects that we seem to hear about every day - such as streetwear - they always bring a new and fresh angle to it. In an article called the X-Pollination of Streetwear, they take a look at the streetwear movement, from its roots to its cultural impact today.

Fiercely independent, the streetwear industry has managed to bubble and explode outside the reach of corporate dollars. Urban fashion chain stores, like Up Against the Wall and Dr. Jay’s, are slowly phasing out corporate hip-hop brands like Rocawear and buying more streetwear-inspired brands like LRG. Small, independent brands that rely on limited boutique distribution are driving a widespread cultural shift.

…This moment for streetwear, with its monogrammed prints, pop colors, irreverent attitude and all, has been built on the idea of specialized promotion and mass communication. “Warhol taught us about Pop art and the value in producing art for the masses,” says Erik Merino of Kilo. “Like graffiti, streetwear is about getting your name out there and getting up in this world.” With a surfer’s business model, Harajuku aesthetic, and uniquely independent American attitude, the message of streetwear speaks to a global youth audience. “It has never been about what you wear but about who you are,” Vogel reminds us. “As always, there are a few people that continue to be rebellious, angry, and brave, and that push this subculture forward.”

Theme Magazine