Street Culture Brings Not Only Sports Shoes, But Also The Right To Speak.

From LV and Supreme, the joint venture was launched, and one of the hottest street brands Off-White founder Virgil Abloh became the director of LV menswear design. All the signs showed that street fashion, which was regarded as "child" by high fashion, has become the hottest hottest in the industry.

According to fashion search platform Lyst analysis, the first ten products that were most popular among male consumers in the first quarter of 2019 were occupied by sneakers for the first time, and pointed out that sports footwear is now the most popular category of search and purchase in the global men's wear catalog.

By 2025, the industry will expand to $95 billion 100 million.

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Some people will ask, can we not finish the sports shoes, not the heavy T-shirts, comfortable and stylish sweaters, are they just passer by in the fashion circle, and they will be abandoned eventually?

The latest report released by Strategy& and Hypebeast, a research firm, thinks that you have all misread the key points:

Street style is not a category in fashion, but a part of popular culture that crosses fashion, art and music.

If you pay attention to whether the sneakers will continue to burn, you will see the wrong point; the key is that the thinking mode behind this popular culture will continue.

The above thinking mode is the right to speak in fashion.

In the past, the right of fashion lies in the hands of top designers, fashion magazines and other "industry experts". It is a top-down system.

The street style, originally based on the "grassroots" subculture, emphasizes the sense of "authenticity" and "community". Therefore, social networking naturally becomes a medium of cultural intercourse and incubation for members to participate.

The antagonism between contemporary street wear and the general fashion industry is not the confrontation between shoes and bags, but rather who decides the trend.

More broadly, the voice of fashion has been made from the brand and the media, and the output (Education) is given to consumers, which is now dominated by some consumers.

In fact, the origin and development of street culture itself is also full of "subversive".

Later, hip-hop culture and rap promoted the "breaking the rules" culture, breaking the shackles of "top-down".

Street style is like the artist's street art and hip hop musicians' lyrics, expressing the attitude of young people. Therefore, "true self" is one of the most important characteristics of this culture.

In addition, as street style is increasingly popular all over the world, its "drop" sales mode, which helps to emphasize "limited" and "panic buying", has begun to penetrate into the wider fashion industry.

Generally speaking, fashion brands will release a complete series of products once a season, but Supreme has created the "drop" mode.

Under the "Drop" mode, Supreme releases some new products within a short period of time, allowing consumers to go to stores more frequently and create "community" and "inner circle" feelings. Only the most talented people know when and where to get good things. (one argument is that Supreme's shop assistants even choose guests. If he feels that customers are not "personal", they may have goods and claim that they are not available), people in the outer circle can only buy premium products through second-hand market.

Dior sold in the form of pop-up in the global limited sale and KAWS cooperation in the spring and summer series in 2019, while Burberry divided the brand into different sub cards, among which the more B street Series was also sold in the "drop" mode.

Although the characteristics of street style are very clear, there are many luxuries to look for new students, but that is not an easy task.

Another user survey of Highsnobiety, a street fashion website, showed that 89% of respondents believed that they could distinguish the brand culture of street culture from "true" and "marketing".

But from personal observation, what seems to be Virgil Abloh, KAWS or Takashi Murakami seems to have been sold out immediately.

Author: Fang Jiawen