1. FROM SUBCULTURE
TO CONSUMER CULTURE

2.  Clothing styles and subculture groups
 Fashion as a means of expression
 The connection between the fashion and
ideology
 The way the two affect and change one
another

3. Punk – the early days
 anti-establishment
oriented movement
 the ideology shared by
early punk bands was
anti-materialistic and
anti-consumerist

4. Clothing as a statement
 A way to shock
 Showing resentment
towards the society
and its norms

5.  against everything mainstream, including the other
music genres, such as rock or disco
 punk fashion – a way of making a statement
 meant to express the anti-consumerist and non-
conformist views

6. DIY ethic
 Anti-consumerist Do It Yourself
oriented
 A way to express
oneself or to
produce with
limited means

7. DIY ethic
 Recording, producing,
distributing albums
 Creating and publishing zines
 Making DIY clothing

8. Spread and popularity
 The number of bands
grows
 Some of them become
popular, selling
millions of albums
 The whole movement
gains on popularity

9. Commercialization
 The punk subculture's distinctive (and initially
shocking) style of clothing was adopted by
mass-market fashion companies once the
subculture became a media interest.
 Many designers and brands saw that as an
opportunity for market expansion, and
started commercializing the punk fashion

10. Commercialization
 Some elements of
punk fashion got into
the mainstream

11.  Initially hand-made clothing became mass
produced and sold at specialty clothing stores

12.  Some brands such as Dr. Martens made
famous by subculture groups
 Their merchandise is sold worldwide
 The prices usually no less than “mainstream”

13.  Everything can be
bought
 Clothing supposed to
look “old” and used
 From ripped T-shirts
and pants, to belts and
jackets with spikes
 Even the “hair”

14.  No need to sew on
patches, paint on
logos

15. Underground or Mainstream?

16. Underground or Mainstream?

17.  The style becomes more important
 It separates from the music and ideology
which spawned it
 By spreading itself, the punk fashion helped
spread certain phenomena the movement
was initially against
 It made popular some brands and created a
number of new ones

18.  As the punk scene
slid into the
mainstream, it lost
much of its
expressive potential
 It lost “the right of
speech”
 Becoming just
another style

19. Conclusion:
 Fashion has a great expressive potential
 Attitude and philosophy can influence
fashion and clothing styles
 Fashion changes, but it can also change other
things