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As we looked back into the history of streetwear we traced the
beginning back to Shawn Stussy, the local surfboard shaper of Laguna
Beach. His logo began of the surfboards that he shaped until 1980 when
he translated it to T-shirts. These became instantly popular with all
the local skaters and grew to worldwide fame from there. Perhaps the
most amazing thing that came of Stussy is what makes streetwear what it
is today, which is even as the popularity grows is seems to remain as
something underground. Many have attributed this to how streetwear has
became a subculture, one that emphasizes that the independents rule.
The most popular streetwear sites, stores, and brands have steered away
from being bought out by million dollar corporations making it
mainstream. Even numerous botiques are phasing out the large corporate
brands, while keeping their support to the independent brands.
Shawn Stussy started the movement of the surfer from California
expressing himself through his clothes, which led to the hip-hop
culture getting involved. In that time period the African Americans had
no voice in the media nor were they being marketed to. Fashion was used
as a from of art, expression, and communication. Without mainstream
media, this underground movement marketed itself through the droves of
individuals with their street clothes. Hip-Hop encouraged all to self
expression and that is what streetwear has become, the clothing maker
expresses something they feel but when you put it on it becomes you.
Something that you have to say.
All though the surf, skate, and hip-hop community all had their roots
in streetwear. Japan emerged on the scene in the 1980's as well. The
Japanese youth wanted everthing American, however, by the early 1990's
they were helping pioneer the way to what Streetwear has become. Brands
like BAPE and Real Mad Hectic became trendsetters by coming out with
limited edition apparel, with background stories, and very high
pricepoints. These factors led to obsessive followings, where many
claim Asia/Japan get all the great sneakers and apparel.
These three movements have continued to progress into what streetwear
is today but streetwear finds its roots in these movements. Movements
that have been led by a non-mainstream subculture of self expression
and individuality. Huge numbers of people find brands that are not even
marketed heavily, creating the streetwear phenomenon that we live in
today.
As we looked back into the history of streetwear we traced the
beginning back to Shawn Stussy, the local surfboard shaper of Laguna
Beach. His logo began of the surfboards that he shaped until 1980 when
he translated it to T-shirts. These became instantly popular with all
the local skaters and grew to worldwide fame from there. Perhaps the
most amazing thing that came of Stussy is what makes streetwear what it
is today, which is even as the popularity grows is seems to remain as
something underground. Many have attributed this to how streetwear has
became a subculture, one that emphasizes that the independents rule.
The most popular streetwear sites, stores, and brands have steered away
from being bought out by million dollar corporations making it
mainstream. Even numerous botiques are phasing out the large corporate
brands, while keeping their support to the independent brands.
Shawn Stussy started the movement of the surfer from California
expressing himself through his clothes, which led to the hip-hop
culture getting involved. In that time period the African Americans had
no voice in the media nor were they being marketed to. Fashion was used
as a from of art, expression, and communication. Without mainstream
media, this underground movement marketed itself through the droves of
individuals with their street clothes. Hip-Hop encouraged all to self
expression and that is what streetwear has become, the clothing maker
expresses something they feel but when you put it on it becomes you.
Something that you have to say.
All though the surf, skate, and hip-hop community all had their roots
in streetwear. Japan emerged on the scene in the 1980's as well. The
Japanese youth wanted everthing American, however, by the early 1990's
they were helping pioneer the way to what Streetwear has become. Brands
like BAPE and Real Mad Hectic became trendsetters by coming out with
limited edition apparel, with background stories, and very high
pricepoints. These factors led to obsessive followings, where many
claim Asia/Japan get all the great sneakers and apparel.
These three movements have continued to progress into what streetwear
is today but streetwear finds its roots in these movements. Movements
that have been led by a non-mainstream subculture of self expression
and individuality. Huge numbers of people find brands that are not even
marketed heavily, creating the streetwear phenomenon that we live in
today.
As we looked back into the history of streetwear we traced the
beginning back to Shawn Stussy, the local surfboard shaper of Laguna
Beach. His logo began of the surfboards that he shaped until 1980 when
he translated it to T-shirts. These became instantly popular with all
the local skaters and grew to worldwide fame from there. Perhaps the
most amazing thing that came of Stussy is what makes streetwear what it
is today, which is even as the popularity grows is seems to remain as
something underground. Many have attributed this to how streetwear has
became a subculture, one that emphasizes that the independents rule.
The most popular streetwear sites, stores, and brands have steered away
from being bought out by million dollar corporations making it
mainstream. Even numerous botiques are phasing out the large corporate
brands, while keeping their support to the independent brands.
Shawn Stussy started the movement of the surfer from California
expressing himself through his clothes, which led to the hip-hop
culture getting involved. In that time period the African Americans had
no voice in the media nor were they being marketed to. Fashion was used
as a from of art, expression, and communication. Without mainstream
media, this underground movement marketed itself through the droves of
individuals with their street clothes. Hip-Hop encouraged all to self
expression and that is what streetwear has become, the clothing maker
expresses something they feel but when you put it on it becomes you.
Something that you have to say.
All though the surf, skate, and hip-hop community all had their roots
in streetwear. Japan emerged on the scene in the 1980's as well. The
Japanese youth wanted everthing American, however, by the early 1990's
they were helping pioneer the way to what Streetwear has become. Brands
like BAPE and Real Mad Hectic became trendsetters by coming out with
limited edition apparel, with background stories, and very high
pricepoints. These factors led to obsessive followings, where many
claim Asia/Japan get all the great sneakers and apparel.
These three movements have continued to progress into what streetwear
is today but streetwear finds its roots in these movements. Movements
that have been led by a non-mainstream subculture of self expression
and individuality. Huge numbers of people find brands that are not even
marketed heavily, creating the streetwear phenomenon that we live in
today.
If you are not familiar with our company and your first contact with us is online: We would be pleased to hear from you! Please let us know what your needs and questions are, we will be more than happy to help.
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