THE EVOLUTION OF THE STREETWEAR STYLE
The streetwear style is a style that began to democratize in the 90s, mainly in reaction, even in opposition, to the fluorescent and glitter styles that marked the 80s. It was a style that was originally contested, which belonged to the subculture. Now, the streetwear style is very popular, it is an integral part of the fashion world and there are many brands that dedicate themselves entirely to it. How did streetwear evolve to get there? This is what we invite you to discover! But before we look at its evolution, let us ask ourselves the key question: what is streetwear?
WHAT IS STREETWEAR?
As the name suggests, streetwear is a style that comes mainly from the street. In this case it comes more particularly from American streets and is very inspired by the Californian culture of surfing and skateboarding. It is therefore characterized by rather loose and comfortable clothes, such as jeans or sneakers. Although it appeared earlier, the influence that we feel most now in streetwear is the skateboard and hip hop aesthetics of the 90s.
Quickly, brands appeared and wanted to appropriate streetwear, they therefore imitated urban styles, designed clothes that corresponded to the resourceful and scruffy side of streetwear, but at the same time bringing their touch of creativity and professionalism.
DEMOCRATIZATION: BRANDS, CREATORS AND INFLUENCERS
It was in the 80s that streetwear appeared, but it was in the 90s that it democratized thanks to the work of brands, creators and the promotion it benefited from thanks to certain celebrities, in especially artists from the American rap scene. But it is a name in particular marked: that of Shawn Stüssy.
Initially, this Californian simply built his own surfboards. But in 1984 he created a partnership with an accountant and launched a brand, Stussy, which continues today. If the name of Shawn Stüssy is so striking, it is not only because he was a pioneer, but also because he contributed to the internationalization of streetwear through trips to London, Paris or Tokyo.
As far as Stussy is concerned, it was above all the sale of t-shirts bearing the logo of its brand that made it possible to start its activity. This is when one of the important characteristics of streetwear appeared: brand identity. Other brands have entered the world of streetwear, for example Nike has been a major market player in the footwear sector. Moreover, in the 90s, the sports world began to adopt streetwear, in particular certain baseball teams - besides the baseball cap is an emblematic accessory of the streetwear style - or sportsmen such as Michael Jordan, who is participating in a partnership with Nike. This reinforces the popularity of the style.
t is also the hip hop scene that widely democratizes streetwear. In the 90s, previously underground rap artists and groups gained popularity, first in the United States and then around the world.
A group like the Wu-Tang Clan dresses with brands that stick to the streetwear aesthetic, and many other artists do the same. To the point that gradually, some artists will launch their own brands.
STREETWEAR THAT HAS BECOME MAINSTREAM
Obviously, brands, including luxury brands, are witnesses to the potential of streetwear. While the popularity of more formal and formal styles declined in the 1990s and 2000s, streetwear was a buoyant fashion.
This is how luxury brands, such as Gucci and Versace, will start to take an interest in the idea of offering clothes that combine streetwear aesthetics with high-end materials, such as silk, leather or satin.
It was also at this time that streetwear began to merge with sportwear, although the two styles were different, as some of the sportswear garments from these brands corresponded perfectly to the streetwear aesthetic.
If streetwear has become so democratized, it is also under the influence of internationally renowned creators and in particular artists who launch their brand. For example in the 90s Hiroshi Fujiwara, a Japanese DJ launched the GOODENOUGH brand. Streetwear references are starting to multiply in various countries.
Another brand that has largely contributed to making streetwear so popular is Supreme, a brand so important that in 2017 it could afford to cooperate with Louis Vuitton.
Streetwear is illustrated by originality in the distribution methods. Appeared in the 80s and democratized in the 90s, it was able to break with the old distribution techniques. For example Hiroshi Fujiwara organized limited stocks of his brand's clothing, or Supreme drops products in its stores.
The fact that streetwear has gained popularity in parallel with the rise of the Internet has also helped to improve distribution, and to allow coexistence between well-established brands and labels or even independent creators who can sell their products online more modestly. .
Now the streetwear style is an everyday style. If the aesthetics of brands and streetwear clothes keep the underground side that we know them, the style itself is clearly one of the spearheads of the fashion world!
And as much to say that the industry is doing well, even is still expanding. Now, even outside of purely streetwear brands, catalogs are full of streetwear-inspired references.
We can even go further: today, streetwear is the normal way of dressing, especially for the young generations and for a large number of celebrities who appropriate the codes of pop culture.
Perhaps soon, another movement from other “subcultures” will dethrone streetwear. In the meantime, you can proudly continue to wear your hoodie, loose pants and sneakers if you want!
INTERVIEW PROJECT X PARIS
To complete this article I wanted to have the opinion of a brand very known in the field of FR streetwear: Project X Paris ,
TO BEGIN, CAN YOU BRIEFLY PRESENT THE HISTORY OF PROJET X PARIS?
Originally, the brand came from urban culture. It was created in 2015 by two designers who had ambitions to combine several universes within their collections.
With many collaborations and product placement in the clips of American and French rap artists, Project X Paris made itself known thanks to a buzz.
And in particular on a model, which is the biker effect jogging peach skin set.
Among others artists like Maître Gims , Jeezy, Akon , Auguste Kipembe, Jay Max trusted us and knew how to sublimate this product.
At first, we didn't think it would work. It is a fairly retro 90s style model. But we wanted to give it a try and rework it in our own way so that it sticks to current trends.
And to our greatest surprise, artists and sportspeople were constantly asking for it. We saw it everywhere, it was crazy!
More and more people were becoming fond of our clothes. People started to show interest in Project X Paris.
We can say that the history of the brand really started with this product buzz, which was basically intended for a target who consumed streetwear.
Although we have street brand DNA, everyone can dress with us. You should know that we offer a fairly wide range of products with seasonal basics, as well as casual or more tailored pieces for some of our clothes.
Thanks to the diversity of our collections we can meet the needs of our customers. And that's what makes us successful. We have thus opened five stores in Ile-De-France.
Our success and customer confidence in the brand is also due to social media. Today, with Instagram, we have established an exclusive relationship with those who follow us. Like a family, a team, our customers are an integral part of the brand. This is why we highlight them in our publications and do not hesitate to share their photo when he is wearing Project X Paris.
HOW DO YOU INTERPRET THE EVOLUTION OF STREETWEAR TRENDS?
As we know, fashion is a constant renewal. Outfits considered to be “so 2012” can become “must have” overnight.
Nothing is ever out of fashion, is the case with streetwear trends. We can see this with the fashion of Dad Shoes for example (Balenciaga Triple S). Originally these shoes considered “unattractive” were incorporated into a street look. There is also the advent of tracksuits which are now worn for all occasions and without restraint. These have become hip pieces of the moment.
Well at Project X Paris, our stylists have been at the heart of trends by creating capsule collections that are both retro and modern. So we can find the Baseball pinstripes theme. In fashion this season, fine stripes have made a comeback in the male and female wardrobe. These products can be worn in total look or with a basic to enhance the room.
There is also the Heartbreaker theme, which plays on piped details at the sleeves and embroidery. This collection is casual, this model is easy to wear and that for all occasions.
We think that in streetwear, it's two concepts are essential. At least at Project X Paris.