Streetwear Style - Fashion from the Streets

Everything you need to know about streetwear style

Basically, streetwear is a style that represents the urban and cultural essence of each community or tribe around the world through clothing and accessories.

If we look deeper, we realize that streetwear is much more than just products and the simplistic definition: "clothes from the streets." It is also linked to people's behavior, mentality, and lifestyle.

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Fashion manifests in various ways around the world. Due to geographical, cultural, political, religious, or behavioral reasons, many of these manifestations do not transcend borders to become a global style.

However, streetwear is a variation of fashion that can be seen in most places. If there is, for example, a cultural expression, from music or urban sports, streetwear will be there. It genuinely adapts and translates the behavior of a given region through fashion and style.

Even living in a globalized world, the streetwear scene brings particularities from each region. The scene in Brazil is different from the United States, just as the scene in England is different from the scene in Japan.

Photos: Reproductions

But before reaching these proportions and conquering the world, there was a history behind streetwear. And we're going to tell it!

The Origin of Streetwear Style

It is complex to pinpoint a single origin for streetwear; several tribes and movements contributed to its emergence. In addition to the scene that was emerging in California (United States), Japan and some European countries were also undergoing cultural transformations that were reflected in how people dressed. The sum of these factors was fundamental in shaping what we now call streetwear style.

However, the origin of streetwear is frequently credited to California, surfing, and skateboarding. Practitioners began to produce looser, easy-to-wear pieces, made to withstand skateboarding in the streets and parks during periods when the waves weren't good enough for surfing.

In the mid-80s, Shawn Stussy (creator of the iconic Stussy brand and considered a pioneer of the streetwear movement) was gaining fame as one of the best surfboard designers and shapers on the West Coast. He was always attentive to the cultural expressions of the time and had strong references to Punk culture, which he almost immediately began to reflect in his brand's first creations. The Stussy logo was adapted from the signature of Jan Stussy, Shawn's uncle.

Stussy Logo - Pioneer in Streetwear Style

Right from the start, streetwear began to absorb more references and new brands emerged, such as Stussy, FUBU, Wu-Wear, Supreme, FUCT, Bape, Neighborhood, and others.

In addition to Skate and Surf, the themes and expressiveness of Punk, Heavy Metal, and Hip Hop began to gain traction. Counter-culture in general always proved adept at adapting and creating styles to externalize their personalities.

Photos: Reproductions 

When streetwear met Hip Hop in New York, things took on new proportions. At that time, Hip Hop culture was prominent, and many of the things artists wore became popular almost instantly. Hip Hop contributed its political stance, baggy sweatshirts, sneakers, jewelry, and the recreation of luxury items for the ghetto public to streetwear.

 LL Cool J - Getty Images/Michael Ochs Archives

Sportswear brands noticed the emerging phenomenon, and soon sportswear and streetwear became synonymous. Adidas, Champion, Converse, Puma, Kangol, and other brands invested in this new scenario, and partnerships like Adidas x Run-DMC or Kangol x LL Cool J, for example, began to emerge.

In sports, one of the most emblematic partnerships was between Nike and basketball player Michael Jordan, which resulted in the creation of the Air Jordan brand (1984), destined to revolutionize the entire industry from then on.

Initial Challenges Faced by Streetwear Style

Unlike today, the term streetwear initially held no "glamour" and was not widely used. A prejudiced view disparaged skateboarders, surfers, rappers, DJs, B-boys, B-girls, residents of peripheral areas, and activists, who were the first to identify with and truly originate streetwear.

There was also resistance from stores to include the first streetwear brands in their product mix. In addition to trying to delegitimize the movement, those who dominated retail even claimed that these new brands would attract "troublemakers" and "marginals" to stores. In contrast, the so-called "urban" public increasingly recreated designer brand items in their own way.

The pioneers of streetwear then needed to find and create their own way to distribute their products. Only a few years after the movement began, and with its increasing popularity across all social classes, did the term streetwear become widely used.

Streetwear Style Today

Streetwear continues to be directly associated with expression and personality. And despite big brands now investing in the style, it's much more about how to wear a piece, about showing who you are, rather than just wearing something expensive without your personality shining through.

Photo: Reproduction - Luxury in streetwear style by Gucci and Dapper Dan

Hip Hop and Skate culture, which are now mainstream, continue to spread, influence, and propose innovation for streetwear.

In Brazil, there is a wide range of excellent and authentic brands on the rise. Here on the website, you will find items from KACE and other carefully selected national brands. See more by accessing our online store.