Hot Takes #15: Streetwear’s New Rules
Culture, community and a connoisseur mentality are rewriting the streetwear landscape
Streetwear is in its big boy fashion era. It's setting the mood and tone for the entire fashion scene — high, low and everything in between — and thanks to a few select brands, we've got a new set of rules to play by.
Hot Takes is my bullet point thoughts on fashion's hottest issues. These posts get to the heart of why people are talking about what they’re talking about, what this means and where this could go next.
Think: what direction is fashion heading in? What’s new, innovative and exciting? What's going on in fashion that's really pissing people off?
Hot Takes ties fashion topics to a wider cultural and social context, digging into the often more significant meaning behind things.
So sit back, relax and let's get into it. Here’s Hot Takes #15.
Let’s set the scene.
The UK’s streetwear scene is where it’s at right now.
I may be biased being a Londoner born and raised, but the UK has become a vibrant arena for brands to flip the script and disrupt the streetwear market in its entirety.
Take a look at two of the hottest brands right now, Corteiz and Syna World, both of which are reshaping the game by catering to a demographic whose pockets aren't exactly lined with wads of cash for designer labels.
These mavericks are fusing affordability with savvy communication tactics, crafting an aura of community, culture and exclusivity through digital shenanigans and IRL mass drops.
Syna World, led by rapper Central Cee, hijacks Instagram airwaves and broadcast channels to drop news about the brand's latest releases and must-attend events.
Corteiz takes a different, albeit just as savvy approach, by using guerrilla marketing tactics to create hype and whip up a frenzy around new drops.
In this era of digital dominance, streetwear's global language has undergone a pretty major makeover as UK labels set the tone for what’s to come.
We’re all playing by the new streetwear rules.
Community is core
Streetwear’s unsung heroes not only champion labels to their heart's content but they also conjure up the mystique and hype that makes streetwear so irresistible.
This fan-led model places word-of-mouth on a pedestal, recognizing its swaying power of authenticity within streetwear communities.
The masterminds — brands, artists and designers orchestrating the magic behind major streetwear labels — are often stitched from the same fabric as their fandoms.
It’s a space constructed on the pillars of inclusivity, accessibility and wisdom that places community at the core.
Connoisseur culture is power
Picture this: major streetwear brands are constructing fandoms with the finesse of a magician, weaving an enigmatic allure that leaves the masses hungering for more.
But the perspective isn't that of a blind fan girlie; it's that of a connoisseur, someone who gravitates toward a brand for reasons beyond its street cred.
Enter connoisseur culture, a realm where cultural credibility reigns supreme — it’s that little extra pizzazz which transforms a label beyond a brand into a collective.
Connoisseurs have not merely turned luxury into an industry but rather elevated it to a cultural platform, legitimizing street culture in a symphony that resonates beyond fashion.
My two cents.
Streetwear has morphed into a spectator sport, there's no doubt about it.
Peering into the fashion crystal ball, it's evident that streetwear has managed to orchestrate a seismic shift in the retail landscape.
The once-distinct lines between street style, luxury and traditional fashion paradigms have blurred, making way for a new and novel streetwear scene.
The pearls of wisdom from streetwear aren't solely confined to business manoeuvres like drop models, collaborations, or viral social media moments, nor are they merely about clicks, likes and whatever’s trending.
Streetwear’s new and true legacy lies in the cultivation of shared values, anchored in a robust brand identity.
Forget the conventional trickle-down effect; this is street culture trickling up and taking over.
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