We are not light years away from when in the United States, the controversial world of the streets began to make itself noticed in the urban landscape.
First with music that gave voice to the thoughts of many regarding the economic, social and disreputable situation of the city suburbs, to the point of rooting a real appropriation of the street scene.
From the city streets of New York to sunny California, the world of clothing was taking on a whole new meaning.
From a market saturated with overly pinstriped items, in the 70s and 80s the historic Stussy brand was born; its founder Shawn Stussy began printing t-shirts and sweatshirts with his surname on them, giving rise to a trend and outlining the canons for its rise, which after almost 50 years is more than established in our conception of casual.

LONG-LASTING TREND OR JUST A THOUGHT?

Slightly modified from what Shawn Stussy had created, this way of dressing has remained almost intact to this day. The reason for its success is due precisely to the floor in which it has developed over the years, that is, the street: synonymous with friendship, experiences, loyalty, having fun and the desire to emerge as well as demonstrating belonging to a group; in short, it has become a real lifestyle.

HOW DID HE CONQUER THE FASHION GIANTS? 

The 80s were known as the colorful years in themselves, when hip-hop and other musical subcultures such as new wave, skaters and surfers began to spread, uniting for their clothing, mainly composed of t-shirts, sneakers, caps and sweatshirts. A real punch from those who only saw ties wandering around Manhattan.
Important brands that were starting to take an eye on this movement were Adidas, Fila, Dr Martens, Schott but above all Carhartt which in the 90s created a decisive partnership to increase the diffusion of this new style: uniting artists and brands.

Supreme, a brand born in the 90s in New York City by James Jebbia, managed to intercept and define some habits and customs of “street” fashion, thanks to the right influencers of the time and the widespread big-screen cinematography (today's Instagram), increasing the range of action of this new world beyond measure.

The entrance of streetwear into the big fashion ateliers is mainly due to a new form of vehicle created thanks to the collaborations introduced by Supreme, among which the most important is definitely the one with Louis Vuitton. The highly anticipated drops and provocative campaigns have helped to create an increasingly important and futuristic aura, increasingly decreasing the distances between “skater” items and fashion, giving the yarns of the garments an excellent quality and consequently increasing their price and aggression in the competing market.

Of notable importance for the spread of street style is the approach of millennials to fashion, who today take a front row seat as consumers and are no longer a secondary focus as they were a few decades ago.

 

STREETWEAR IS DEAD!

No, it's not us who say it, but rather one of the gurus who with his brand OFF-White has created a space for himself in this street culture. We're talking about Virgil Abloh (rest in peace), who according to him, the movement's years are numbered.
It will leave room for archive items and the culture of recycling, making a nice leap into the past.

How can we disagree with Virgil! In recent years, the world has been increasingly moving towards reuse; witness the success of new apps such as Vinted and Vestiare collective, which help spread the “second-hand” trend, and recycled yarns, increasingly appreciated and requested by end consumers.

Are we looking in the rearview mirror then?
And welcome! The planet thanks you and our future too.

But what if we started buying less by having reusable garments in more contexts?
Follow us because in the HG laboratories we have reached the solution!