The photography company is hoping to stay relevant by capitalizing on the nostalgia tendency in streetwear, incorporating past designs into fashion pieces with the popular apparel retailer

Current streetwear fashion has been relying heavily on classic design and nostalgia, giving previously renowned brands an opportunity to become relevant again. American technology company known for its photography presence Kodak is doing just this by teaming up with fashion retailer Forever 21 to create a streetwear line based on some of its old logos.

The move from film to fashion comes from Kodak's branding officer Dany Atkins. According to Atkins, “Fashion took our brand to a whole new audience and positioned it as aspirational in a way that perhaps it hadn't been before.” The line, which will comprise 26 pieces, will call back to many of Kodak's designs for its 1990's NASCAR team. NASCAR is popular with streetwear aficionados, so the fit is natural.

Kodak intends for this collaboration to help it connect with popular streetwear culture and stay in front of young consumers, to whom the apparel retailer has access. The Kodak collection is now available at Forever 21.

Kodak

Forever 21

Current streetwear fashion has been relying heavily on classic design and nostalgia, giving previously renowned brands an opportunity to become relevant again. American technology company known for its photography presence Kodak is doing just this by teaming up with fashion retailer Forever 21 to create a streetwear line based on some of its old logos.

The move from film to fashion comes from Kodak's branding officer Dany Atkins. According to Atkins, “Fashion took our brand to a whole new audience and positioned it as aspirational in a way that perhaps it hadn't been before.” The line, which will comprise 26 pieces, will call back to many of Kodak's designs for its 1990's NASCAR team. NASCAR is popular with streetwear aficionados, so the fit is natural.