What is Streetwear? - Understand the Meaning and Origin of Street Fashion

Do you know what streetwear means?

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 analyze it more deeply, we validate that streetwear goes far beyond products and the simplistic definition: "clothes from the streets." It is also linked to people's behavior, mentality, and lifestyle.

- "But how so? I still don't get it!"

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

Streetwear, however, is a variation of fashion that can be seen in most places. If there is, for example, a cultural expression, or an urban music or sports scene, 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

It is complex to pinpoint a single origin for streetwear; several tribes and movements contributed to its emergence. In addition to the scene 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.

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 on the streets and ramps, during periods when the waves weren't good enough for surfing.

In the mid-1980s, 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 from 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 Urban Fashion and 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 its personalities.

Photos: Reproductions 

When streetwear met Hip Hop in New York, things took on other proportions. At that moment, Hip Hop Culture was in vogue, and many of the things artists wore caught the public's attention almost instantly. Hip Hop added 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

Sports brands noticed the phenomenon emerging, and soon sportswear and streetwear became synonymous. Adidas, Champion, Converse, Puma, Kangol, and other brands invested in this new scenario, and partnerships such as 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), which would revolutionize the entire industry from then on.

The Initial Barriers Streetwear Faced

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

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

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

Streetwear 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 men's and women's streetwear by Gucci and Dapper Dan

Hip Hop culture and Skateboarding, which are now mainstream, continue to contribute to spreading, influencing, and proposing innovation for streetwear.

In Brazil, there's a range of great and authentic rising brands. Here on the website, you'll find items from KACE and other carefully selected national brands. See more by visiting our online store.