We all knew street fashion in terms of our favourite celebrities coming out, sporting their best in their personal zones. We see it in New York, London and Milan and all other Fashion Weeks, the stylish working of inuential individuals in the fashionworld. But now we see it emerging in India, with the rise of brands as Atorse, Nor Black Nor White, and even Supreme. Streetwear shapes and staples—sneakers, basketball shorts, ripple tank tops, tracksuits pants, bonade art print T-shirts—have been at the likes of Givenchy, Vetements and a few others for the past 10 years. But the look truly went mainstream this January with the latest collab with Supreme and Louis Vuitton. The rst model on the catwalk wore a bright red crossbody bag with the Supreme logo writ large. Others followed wearing a pattern that combined the Louis Vuitton monogram canvas with Supreme’s logo (https://hypebeast.com/2017/1/supreme-louis-vuitton- 2017-fall-winter-items). A 23-year-old streetwear brand created by a skate scenester was on the runway for the most valuable Parisian brand in the world, one that was founded as a luggage label in 1854 and was valued at 22.5bn dollars in 2016. It was ofcial then, streetwear and luxury fashion are the same thing.
The collaboration will no doubt sell out before it even gets to stores in July – not just because they are nice designs but also because of the backstory. Louis Vuitton issued a cease-and-desist order to Supreme in 2000 (http://www.highsnobiety.com/2017/02/09/louis-vuitton-supremelawsuit/) when the brand put a version of the LV double monogram on its skateboards. The order reportedly asked that all products with the design be burned. Seventeen years on, the brands are collaborators.
In India, the Global Street Wear cult is here to stay. More and more streetstyle designers are emerging and designers are creating more urban collections. We can see this is the rise of Adidas among high fashion. Popular among the young, Supreme also has created a brand of urban style like no other. Vetement is another brand which has grown and spread the popularity of the style in the fashion world. And in the rise of Kanye West’s Yeezy designs, streetwear has never been so high and sought-after among celebrities, fashion designers, and the general public. Just look at the beige-toned, ripped garments, and even sock heels that so many obsess over. In the future, we know we can expect to see more and more streetwear on the major runways and among the inuential members of the fashion community. Tank tops, ripple basketball shorts, hoodies, lace hooded sweatshirts, all are here to stay.
Streetwear is big business. With eBay/Instagram and even resale sites like Sup talk and the Basement bringing fashion to your ngertips, one can notice a peculiar global fashion ecosystem. Scroll and buy has taken over and how. Streetwear is all about creating high quality comfort clothing and making style no-fuss yet fashionable for people that resonate with it. Like the label Aint That Dank interprets international aesthetics by incorporating whole lot of monochrome, oral prints, clean lines and varsity style.
Streetwear was inarguably inspired by hip-hop style and pop-culture trends. From the good old jams of NWA and Notorious B.I.G to the dope tunes of your favourite gangster ASAP Rocky, brands now dig everything that sounds and feels good!