Can The Overflow Of Street Clothes Be Called Fashionable Subculture?

According to the world clothing shoes and hats net,

Love for Asian culture, and this year's most vigorous trend is the development of tide brand.

From hip-hop to a series of unexpected cooperation, investment, subculture and street tide cards are linked, which makes most people begin to doubt the street.

Whether the flooding can really be called fashionable subculture.

The first word "subculture" was put forward by David Reisman, an American scholar in 1950.

He thinks subculture is a series of culture with subversive spirit.

If people refer to people who are forced to accept the value of merchandise bestowed by commercial propaganda in a subtle way, subculture refers to some fashionable culture advocated by people who are looking for a niche.

That is to say, subculture generally refers to the avant-garde, trendy and distinctive style.

"But now Street clothing has gone from personality style to the opposite way," street.

Leah McSweeney, the founder of Married to the Mob, said, "it has become a culture that thrive among people without character."

There is a phenomenon that can explain this view.

When these street fans are queuing up to buy brands that they think are different from mainstream culture, they do not realize that they wait for hours just to buy the same products with the people lined up.

"It's something I don't want to see, but I can't do anything," Leah McSweeney said. "I can only congratulate myself on having this experience. When these street signs began to be purely creative, witty, and humorous, I became part of it."

It's not just McSweeney's idea.

Calum Gordon earlier published a similar view in an article from Highsnobiety (a famous foreign shoe website). The title of the article is "street clothing in 2017 is a big business, but is it a good thing?"

Lyndsey McGregor also raised a question at the May press conference: "have we really reached the summit of street tide cards?"

This has also led to the trend website's reflection on the problem. The exclusive supplier of the UK website released a short documentary in the first half of this year to explore whether the trend website Hypebeasts will destroy the street tide card.

Jeff Carvalho, general manager of Highsnobiety, said in an interview with Glossy: "now the street tide brand has a really dishonorable name. People often buy trendy cards because they are a choice of most young and fashionable consumers, but do not know the history behind them."

Nowadays, consumers are not limited to young people who love subcultures.

The new consumers include the promotion of $1 billion in street fashion, the development of public men and women, the sale of high-end clothing, but still struggling department stores, as well as those who have witnessed the success of the street fashion brand and how to drive the popularity and flow of luxury brands.

The core consumer of street clothing has changed due to the sudden interest in the street fashion industry and the expansion of the scalping market in social media.

As a result, the brand that once used as a niche in the "underground" has been gradually adjusted to adapt to the new consumer mode.

For example, Supreme, which can be said to be the most popular street clothing brand, was in collaboration with former star Louis Vuitton in January of this year. It accepted part of the equity investment of Private Equity Investment Firm Carlyle Group in October and was assessed at a price of $1 billion.

Highsnobiety, together with Paris and New York, held a two day shopping activity called "thedrop @ barneys" in the same month, including 30 exclusive brands from Gucci to Stampd, further highlighting the growing appeal of street style to luxury brands.

Prior to this, Bergdorf Goodman excavated the Ronnie Fieg popular street brand Kith capsule series in May this year.

In October, the second new launches of cooperation between the two companies achieved great success.

In addition, in November of this year, the second ComplexCon (tidal current exhibition held by the trend website Complex) was successfully held.

Although it is officially described as an unprecedented Festival and exhibition that combines popular culture, art, food, style, sports, music and so on, the director of the exhibition, Gordon, thinks it is more like an art festival dedicated to street culture through various kinds of free business activities.

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The difference between this activity and the past is the setting up of a eBay booth, where fans can sell their new products at higher prices. This move reflects the development of the street resale market, plus the online mode of app and social media. The two tier market has almost reached a peak.

However, brands like Yeezy began to try to control the reseller by restricting purchase.

Shortly after the exhibition, designer Virgil Abloh, who designed the Off-White tag, launched ten sports shoes with Nike, which was only available on the SNKRS of Nike application, and was exhausted in a few minutes. The overwhelming demand also led to the collapse of SNKRS program.

Gordon said: "one of the charm of street tide cards is the secret existence of confidant like each other, which seems to have disappeared."

Many Abloh contemporary fashions are also involved in street apparel, including Vetements's Demna Gvasalia and Gosha Rubchinskiy. They regularly distribute sportswear, graphics T-shirts and sports shoes at the price of luxury goods.

According to a report by Bain in October, high-end Street clothing promoted the global sales of luxury goods this year, an increase of 5% to 309 billion US dollars in Bain&Company.

It is estimated that this category will grow at the same rate by 2020.

However, not everyone who is committed to street corner believes that this phenomenon is a failure for street apparel.

Brian Trunzo, a senior menswear editor at WGSN, said that the street tide cards, created only for economic benefits, will inevitably separate from the original and classic brands in the future and form another kind of existence.

"Truly innovative designers who are able to resonate with youth culture will continue to produce new designs, find new cooperative relationships, and sell themselves in a unique way, and even if they are tide makers, they will always take the lead."

Brian Trunzo said.

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