The Ultimate Streetwear Career Guide A step-by-step guide to turn your passion for streetwear into a career. Streetwear, a counter-culture-filled fashion phenomenon, draws inspiration from subcultures including hip hop, skateboarding, surfing, and graffiti. Once seen as “this season’s trend,” its emergence and growth have formed into a category of its own — sneakers, graphic T-shirts, hoodies, fashion accessories, and home goods. Bypassing traditional retail channels through direct-to-consumer strategies and a resale economy, streetwear has proved its viability as a lifestyle with a global streetwear market estimated at $185 billion in sales. While many want to enter the streetwear industry as an apparel designer, graphic designer, or their own brand owner, it takes an array of departments and positions to develop a streetwear collection. What are they and how do you get started in your streetwear career? To help you determine and achieve your career goals, we have created this comprehensive guide. Yellowbrick’s The Ultimate Streetwear Career Guide is your source to discover careers and learn entry points into the streetwear industry. In this guide, you can begin to explore the streetwear jobs that drive the streetwear industry, then search for your perfect career by area of interest, skills, companies, or industry experts. Learn about your skills and interests, and articulate them confidently to identify career options that you might want to pursue. Then, implement a successful strategy to attain your desired career outcomes. In this guide you’ll find the following information: • Overview of The Streetwear Industry • Future of Work within Streetwear • Streetwear Career Library • Career Planning Strategy to get into The Streetwear Industry You’ll also find simple exercises that help you: • form a career planning strategy to get into the streetwear industry • find your passion in streetwear and identify an area of interest to pursue • learn the streetwear industry through top brands and its key players • identify your skills and match them to an area of interest in streetwear This guide will help you to start planning your career in streetwear by understanding the opportunities available and the skills you need to succeed.

1. THE
ULTIMATE
STREETWEAR
CAREER
GUIDE

2. SPECIAL OFFER
2
OUTLINE

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3
04
10
16
20
Industry 101
Prospective Highlights
Future of Work
Design
Manufacturing
Marketing
Sales
Retail & Distribution
Novice Strategy
Alumni Strategy
Expert Strategy
05
07
08
11
12
13
14
15
17
18
19
22
25
28
33
35
37
CAREER LIBRARY
CAREER PLANNING STRATEGY
GETTING STARTED
Pinpoint Your Passion for Streetwear
Learn The Industry
Identify Your Skills
Brand Research
Set Your Career Goals
General Rules of Exploration
OVERVIEW

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4
OVERVIEW
INDUSTRY 101
PROSPECTIVE
HIGHLIGHTS
FUTURE OF WORK

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OVERVIEW
INDUSTRY 101
Streetwear draws inspiration from
subcultures including hip hop,
skateboarding, surfing, and graffiti,
and has transcended from a counter-
culture-filled fashion phenomenon to a
multi-billion dollar industry. Its impact
has extended beyond retail into a culture
that’s caught the attention of the most
iconic fashion brands in luxury goods,
fast-fashion retailers, and more. Once
seen as this season’s trend, its emergence
resulted in its own category — sneakers,
graphic T-shirts, hoodies, hats, and
home goods. Bypassing traditional retail
channels through direct-to-consumer
strategies and a resale economy,
streetwear has proved its viability as a
lifestyle with a global streetwear market
value of over $174 million.

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While existing since the early 80s, streetwear’s audience today
is mostly youth under 25 years old. Over time, streetwear has
established its pure and heritage brands such as Supreme,
Stussy, and HUF while welcoming new brands and players
such as Off-White, Noah, Brain Dead, Palace, etc. In addition,
sportswear companies such as Nike develop and feed a
streetwear portfolio, including sportswear styles, exclusive
sneakers, and in-demand collaborations. The newest player in
the mix is luxury brands that work at their presence and stake in
the streetwear market.
The success of streetwear attributes to a distinct formula that
many retailers have tried to imitate and comes down to three
main parts: community, scarcity (or hype), and authenticity. The
anticipation of a limited time to buy creates a closely engaged
and almost cult-like relationship between streetwear brands
and their audience. With exquisite storytelling, each product
and collection attracts customers, giving more substantial
meaning to “spending power” by having it only available
directly from the brand, in-store or online. A loyal audience has
the power to determine not only what’s cool and what sells
but who their champions and insiders are. Profiting off cool,
high prices, especially in the secondary market, determines a
product’s exclusivity and desirability.
OVERVIEW

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The global
streetwear market
was valued at over
$173 million in 2021
and is projected
to grow to $193
million by 2021.
This accounts for
about 10% of the
entire worldwide
clothing and
footwear market.
Footwear is the key
driver of purchases
in streetwear.
Sneakers were
the most sought-
after product
category during the
pandemic, where
searches increased
by 267%.
Hip-hop/rap music
is a significant
influence on
streetwear.
Contemporary art
and sports follow
up as a major
influence.
OVERVIEW
PROSPECTIVE
HIGHLIGHTS
$173 MILLION 267 PERCENT
SEARCH
INCREASE
HIP-HOP | RAP
INFLUENCE
56% of U.S. streetwear’s target audience
spend an average of $100-$300 on a
single streetwear item with an average
income of $40K/year.
Asian consumers are found to spend
more, with 32% of Japanese respondents
spending an average of $500 or more per
product.

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FUTURE OF WORK
The fashion industry has typically operated
on a top-down model, with insiders acting
as gatekeepers to the newest styles and
trends. Streetwear has turned this on its
head, expanding portfolios of fashion
companies while continuously creating
space for new brands. Even amid a global
economic slowdown, streetwear has a
significant growth expectancy over the next
five years. According to LYST (an apparel
search platform), demand for hoodies grew
33% from April to May 2020. In addition,
the number of searches for baseball caps
increased by 49%, and sneakers were the
most sought-after product category during
the first year of the pandemic, where
searches increased by 267%.
OVERVIEW

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As the industry continues to co-exist
alongside the subcultures associated with
streetwear, the industry continues to grow
as fast-fashion retailers and the luxury
market adopt streetwear into their brand
portfolio. The most significant growth
opportunity is addressing sustainability
for a generation that is outspoken about
climate change. As a youth-centric industry,
its audience is socially conscious, a trend
that’s spreading to all consumers and
impacts anything from social awareness,
brand activism, and sustainable practices.
Diversity and inclusion is being seen
within the industry as well. Virgil Abloh
became the blueprint to break boundaries
in streetwear, giving access to streetwear
designers and creatives to expand and
be recognized outside of “urban” or
“street” stereotypes. As trailblazers like Joe
FreshGoods use streetwear as a platform
to tell stories of black culture and Chicago’s
Westside, as well as Aleali May and Melody
Ehsani collaborating with Jordan brand
on sneakers for women, representation is
championed by an audience that represents
culture. As the industry leans towards
appeasing a male-dominated clientele,
gender fluidity and movements in self-
expression are challenging gender norms
and blurring the lines of gender identities
within streetwear.
OVERVIEW

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10
CAREER
LIBRARY
Many careers can be pursued within
the streetwear industry. The Parsons x
Complex Streetwear Essentials course
gives a holistic understanding of the
streetwear industry including the careers
that are responsible for driving the market
forward while understanding how to
develop necessary skills. Below is a list of
career possibilities for #ParsonsxComplex
students along with highlighted industry
experts within the course you could learn
from.

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Apparel Designer
Technical Designer
Pattern Maker
Sample Maker
Footwear Designer
Product Line Manager
CAREER LIBRARY
INDUSTRY EXPERT HIGHLIGHT
DON C
Founder & Designer, Just Don
Product Developer
Creative Designer
Director of Merchandising & Design
Graphic Designer
Fit Model
CAREERS IN STREETWEAR DESIGN

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CAREER LIBRARY
Product Manager
Production Manager
Sample Coordinator
Silk Screen Operator
Professional Seamster
Quality Control Specialist
INDUSTRY EXPERT HIGHLIGHT
KEANAN DUFFTY
CFDA designer,
Author of Rebel Rebel Anti-Style
CAREERS IN STREETWEAR
MANUFACTURING

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Marketing Director
Special Projects Manager
Creative Director
Brand Director
Public Relations Manager
Email Marketing Manager
Creative Marketing Manager
Marketing Coordinator
Social Media Manager
Community Manager
Digital Manager
CAREER LIBRARY
INDUSTRY EXPERT HIGHLIGHT
REGGIE CASAGRANDE
Head of Strategy,
Oakley
Events Marketing Manager
Content Producer
Lifestyle Photographer
Product Photographer
Photo Retoucher
Videographer
Video Editor
Copywriter
Style Editor
Stylist
Model
CAREERS IN STREETWEAR MARKETING

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CAREER LIBRARY
Controller
Sales Director
Global Wholesale & Retail
Manager
Key Account Manager
Planner
Sales Consultant
Operations Manager
INDUSTRY EXPERT HIGHLIGHT
JAMES WHITNER
Owner, Whittaker Group
CAREERS IN
STREETWEAR SALES

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Apparel Buyer
Merchandising Coordinator
Retail Operations Manager
Visual Merchandiser
Store Manager
Store Associate
Ecommerce Manager
CAREER LIBRARY
INDUSTRY EXPERT HIGHLIGHT
ESTELLE BAILEY-BABENZIEN
Co-Owner & Interior & Experience
Designer, Noah
Ecommerce Customer Service
Representative
Warehouse Fulfillment
Associate
Apparel Authentication
Specialist
CAREERS IN STREETWEAR
DISTRIBUTION & RETAIL

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16
CAREER
PLANNING
STRATEGY
There is no set linear path to achieving
your dreams within the streetwear
industry. The following is a three-phase
career planning guide that reflects
industry experts’ experiences and are
tailored to novices, alumni, and experts
who are either considering a career within
streetwear, navigating into the streetwear
industry, or experiencing growth and
leadership in their roles.

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NOVICE
NOVICE
Begin to
understand your
interests within
streetwear
Explore job
options within the
streetwear industry
Determine
when you want to
enroll in Parsons
x Complex
Streetwear
Essentials course,
or relevant
programs,
conferences, etc.
that expand your
knowledge
Create a
LinkedIn profile
and reach out to
potential mentors
or industry experts
that align with your
area of interest
Learn more
about the Parsons
x Complex
Streetwear
Essentials course
Follow
Yellowbrick on
Instagram and
TikTok to learn
about expert
workshops on
topics related
to the industry,
networking, and job
searching
Identify the
career path(s)
you’re interested in
pursuing
Identify your
interests, values,
skills, and talents
Enroll in
programs, classes,
and attend
conferences that
allow you to gain
first-hand learning
experience about
the streetwear
industry
Learn the
timelines and
experiences of
potential mentors
and industry
experts you admire
Understand
recruiting timelines
within the
streetwear industry
KNOWLEDGE ENGAGEMENT STRATEGY
CAREER PLANNING STRATEGY

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Have an expert
understanding
of how a brand
is formed or a
collection goes to
market — from
concept to sales
Complete
designs,
assignments, and
work that apply
to the streetwear
industry
Upload work
completed onto
your portfolio and
LinkedIn
Review job
descriptions of
positions within the
streetwear industry
that interest you
Attend events
to build a network
Attend
recruiting
events, employer
information
sessions
Connect with
mentors, industry
experts within your
field of interest,
and alumni to
better position
yourself for the job
search
Assess what
you’ve learned
about yourself and
the intersection
between
streetwear career
paths and the
alignment with
your skills and
interests
Seek an
internship or entry-
level opportunity
within your field
of interest in
streetwear
Determine
the gaps in your
skillset and pursue
opportunities to
build those skills
needed
Revise and
tailor your resume
and cover letter
KNOWLEDGE ENGAGEMENT STRATEGY
CAREER PLANNING STRATEGY
ALUMNI
ALUMNI

19. 19 SPECIAL OFFER
In-depth,
hands-on
knowledge
about specific
careers within the
streetwear industry
Master
communication
within your
discipline and field
Have your hand
on the pulse with
industry trends and
topics
Develop
and maintain
relationships
with mentors and
peers within the
streetwear industry
Explore
leadership,
speaking
engagements,
and opportunities
within the industry
beyond your 9 to 5
Collaborate
with peers,
companies, and/or
organizations
Celebrate your
accomplishments,
growth, and
opportunities to
learn
Give yourself
permission to
pursue and grow
out of your comfort
zone
Ensure your
professional online
presence is up to
date: LinkedIn,
website, etc.
Prepare field-
specific application
materials (resume,
cover letter,
samples/portfolio)
KNOWLEDGE ENGAGEMENT STRATEGY
CAREER PLANNING STRATEGY
EXPERT
EXPERT

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20
GETTING
STARTED
PINPOINT YOUR
STREETWEAR PASSION
LEARN THE INDUSTRY
IDENTIFY YOUR SKILLS
BRAND RESEARCH
SET YOUR
CAREER GOALS
GENERAL RULES
OF EXPLORATION

21. 21 SPECIAL OFFER
GETTING STARTED
ON YOUR NEXT STEPS
The streetwear industry is an ecosystem
of careers ranging from design to retail.
The possibilities may feel vast, but you
can follow a career planning process that
will help you make informed decisions
beyond the completion of the Parsons x
Complex Streetwear Essentials course.
Figuring out what career you want to
pursue and creating a plan to get there
involves assessing your interests and
skills, exploring your options, making
decisions, and taking action to achieve
your career goals. While each person’s
experience will be unique, these key
points apply to everyone.
GETTING STARTED

22. 22 SPECIAL OFFER
GETTING STARTED
DISCOVER
Dig into your interests,
personal values, skills,
work environment
preferences, lifestyle,
and job responsibilities
to identify different
fields within the
industry you’re
passionate about.
ACT
Get hands-on
experience from
internships, projects,
volunteering, job
opportunities related to
your evaluation.
EXPLORE
Research and learn
a range of career
options that align with
your interests you’ve
discovered.
DECIDE
Assess and evaluate
your options and narrow
down your selections
to a few that match
best with your lifestyle,
work environment
preferences, and wants.
It’s important to practice a growth
mindset and be open to exploring your
passions, interests, wants, and needs.

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23
PINPOINT
YOUR
STREETWEAR
PASSION
The most important element in figuring
out your career path and next steps is
understanding your passion and how
your interests relate. This career prep
exercise is your starter guide in exploring
your passion and interests within the
streetwear industry.
CAREER PREP

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1
4
7
2
5
3
6
DIRECTIONS
Take a few minutes to reflect on the
following topics. Come up with 3-5
answers to each. Once you are finished
answering the questions, identify
commonalities, and find themes in your
answers.
During my
free time, I...
I’m an expert at... I’m obsessed
with streetwear
because...
I’m energized by...
I like learning
about...
If I can learn
anything about
streetwear, it’d be...
Naturally,
I’m good at...
PINPOINT YOUR PASSION
1
4
7
2
5
3
6

25. 25 SPECIAL OFFER
OF your answers, what common theme(s) are you seeing related
to these areas of interest within the streetwear industry?
STREETWEAR DESIGN
STREETWEAR MANUFACTURING
STREETWEAR MARKETING
STREETWEAR SALES
STREETWEAR DISTRIBUTION & RETAIL
ACTION STEP
From the common themes you’ve seen from your answers, who
is one person you can talk to and learn more about your area
of interest?
PINPOINT YOUR PASSION

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26
LEARN
THE
INDUSTRY
How well do you know the streetwear
business? Use this research exercise
to learn more about key players in
the streetwear industry, your favorite
companies, and their competitors, and
discover what brands you want to work
for (or start!).
CAREER PREP

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LEARN THE INDUSTRY

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LEARN THE INDUSTRY

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29
IDENTIFY
YOUR
STREETWEAR
SKILLS
As you understand your interests within
the streetwear industry, you must be
aware of the skills you have developed
and already acquired, especially when
planning your career goals or beginning
your job search.
CAREER PREP

30. 30 SPECIAL OFFER
Each box represents a skill and area of interest
within the streetwear industry. Within each box below:
Place a “3” in the box if you are highly skilled
Place a “2” if you are moderately skilled
Place a “1” if there’s room for improvement
STREETWEAR DESIGN
IDENTIFY YOUR SKILLS
Use creative programs efficiently (Adobe)
Information-hungry
Focused
Critical thinker
Organized
Hold incredible foresight with trends
Inquisitive
Deadline-driven
Ability to articulate clearly
Imaginative and great ability to develop
new ideas

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Each box represents a skill and area of interest
within the streetwear industry. Within each box below:
Place a “3” in the box if you are highly skilled
Place a “2” if you are moderately skilled
Place a “1” if there’s room for improvement
STREETWEAR MANUFACTURING
IDENTIFY YOUR SKILLS
Great attention-to-detail
Eager to find resolutions
Loves teamwork
Willingness to listen
Self-motivated
Follows rules and conduct
Holds teammates accountable
Can perceive situations and adapt to new
processes
Problem-solving skills
Process-oriented

32. 32 SPECIAL OFFER
STREETWEAR MARKETING
IDENTIFY YOUR SKILLS
Verbal and written communication skills
Networking skills
Timeline-driven
Creative thinker
Influential
Ability to prospect and identify key
trends, cultural moments, and people
Loves building collaborative relationships
Knack for storytelling
Strong business acumen
Visionary
Each box represents a skill and area of interest
within the streetwear industry. Within each box below:
Place a “3” in the box if you are highly skilled
Place a “2” if you are moderately skilled
Place a “1” if there’s room for improvement

33. 33 SPECIAL OFFER
STREETWEAR SALES
IDENTIFY YOUR SKILLS
Strong communicator
Good with numbers
Loves to plan
Powerful presentation skills
Strategic
Competitive at heart
Has follow-through
Persuasive
Authoritative in knowledge
Strong negotiator
Each box represents a skill and area of interest
within the streetwear industry. Within each box below:
Place a “3” in the box if you are highly skilled
Place a “2” if you are moderately skilled
Place a “1” if there’s room for improvement

34. 34 SPECIAL OFFER
STREETWEAR RETAIL & DISTRIBUTION
IDENTIFY YOUR SKILLS
Meets team expectations
Public speaking skills
Listens attentively
Empathetic
Stamina for standing and lifting
Experience-oriented
Strong customer service
Commercial awareness
Good time management skills
Visually driven
Each box represents a skill and area of interest
within the streetwear industry. Within each box below:
Place a “3” in the box if you are highly skilled
Place a “2” if you are moderately skilled
Place a “1” if there’s room for improvement

35. 35 SPECIAL OFFER
BECOME
AN EXPERT
These days, hiring managers are
impressed with what you know and the
skills you can bring to the table. Making
time for yourself to become an expert
is how you’ll find your lane and make
yourself stand out. This can appear in
different ways: investing in your career
with time, money, and knowledge.
While there’s constant exposure to new
information, it can be overwhelming to
figure out where to start and how to
keep up. Begin with what you know and
where your interests fall — by researching
the brands you gravitate towards or
competitors of the labels you love.
BRAND RESEARCH

36. 36 SPECIAL OFFER
Supreme
Stussy
Nike
HUF
Noah
Market
Staple Design
The Hundreds
Off-White
Palace
adidas
BAPE
Vetements
Carhartt WIP
KITH
Wtaps
Undefeated
Aime Leon Dore
Billionaire Boys Club
Obey
FEAR OF GOD
Awake NY
Golf Wang
Brain Dead
Cactus Plant Flea Market
Heron Preston
New Balance
Melody Ehsani
Fat Tiger Workshop
Joe Freshgoods
Social Status
A Ma Maniere
Vans
TOP STREETWEAR BRANDS
TO GET YOU STARTED
BRAND RESEARCH

37. 37 SPECIAL OFFER
SET YOUR CAREER GOALS 37
SETTING
YOUR
CAREER
GOALS
You’ve narrowed in your passions and
done some industry research into the
streetwear industry. Identifying your
career goal and creating a plan around it
will help you with your next steps.
Setting career goals requires planning.
Identify academic requirements,
experience, barriers, and other factors
that would help you prepare for your
career goals on the next page.
CAREER PREP

38. 38 SPECIAL OFFER
SET YOUR CAREER GOALS
ACADEMICS
EXPERIENCE
BARRIERS
OTHER FACTORS
CAREER GOALS

39. 39 SPECIAL OFFER
GENERAL RULES OF CAREER
EXPLORATION WITHIN
THE STREETWEAR INDUSTRY
GENERAL RULES
EXPLORE
Take time to
explore how your
interests and
skills intersect
with different
career paths in
the streetwear
industry. This will
help you holistically
understand the
whole industry
and communicate
the value you can
bring to future
employers.
BUILD
Each opportunity
you take on builds
a foundation of
skills that are
applicable for the
next opportunity.
START
Beginning allows
you to build a
wide range of
experiences,
explore various
fields, and give you
room to change
your mind or pivot
along the way.

40. SPECIAL OFFER
40
READY TO LEARN
MORE ABOUT
THE STREETWEAR
INDUSTRY AND
ALL ASPECTS OF
THE STREETWEAR
BUSINESS?
Check out Yellowbrick’s Streetwear
Essentials course featuring faculty
from Parsons School of Design,
experts from Complex, and other
sneaker industry professionals.

41. 41 SPECIAL OFFER
STRATEGY& | STREETWEAR INSIGHTS
https://www.strategyand.pwc.com/de/en/industries/
consumer-markets/streetwear.html
MARKET HUB | STREETWEAR MARKET
https://www.markethub.pl/en/streetwear-market/
STRATEGY& | HYPEBEAST | IMPACT REPORT
https://strategyand.hypebeast.com/streetwear-report
RESOURCES

42. 42 SPECIAL OFFER
42
STREETWEAR
ESSENTIALS
Parsons faculty, alongside experts
from Complex, help you learn industry
practices on how to successfully take a
streetwear collection to market.
This 100% online course will build your
skills in business of streetwear and
expertise in key areas such as:
Designing Streetwear
Marketing, Branding,
& Visual Communication
The Future of Streetwear Retail
Strategic Partnerships
Learn more at ylearn.co/streetwearbook.
ABOUT

43. 43 SPECIAL OFFER
EMPOWERING DREAMERS TO
ACHIEVE THEIR CALLING
In partnership with top universities
and brands, we create educational
experiences that tap into interests and
passions to spark success, fuel personal
advancement, and open doors to fulfilling
paths for our students.
Check out our full course offerings at
ylearn.co/ebook.
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