Streetwear

Streetwear is a style of casual clothing that originated from the intersection of California surf and skate culture, New York hip-hop, and Japanese street fashion during the 1980s. Unlike traditional fashion dictated by designers and fashion houses, streetwear emerged from the streets and was defined by the communities who wore it. The movement was pioneered by figures like Shawn Stussy, who began printing his signature on surfboards and t-shirts in Laguna Beach, and James Jebbia, who would later found Supreme. What distinguishes streetwear from casual clothing is its cultural foundation: limited releases, community validation over marketing spend, and graphics that communicate ideas rather than simply decorate. Streetwear brands historically operated outside traditional fashion systems, selling through small boutiques and building followings through word of mouth. The style has since evolved to influence luxury fashion, with collaborations between heritage streetwear labels and high-end houses becoming commonplace, though this mainstreaming has sparked ongoing debates about authenticity and cultural dilution.