Streetwear has evolved over the years from punk and hip-hop subcultures. It is now a more expensive style dominated by high-end brands. While influencers and celebrities promote expensive brands, everyday people cannot afford them. As a result, smaller brands create cheaper copies of popular streetwear pieces. Hip hop artists have significantly influenced streetwear trends through their social media promotion of brands.

2. Streetwear has been around for a few
years. Streetwear fashion became a
big thing more within the punk and
hip-hop scene which was a bit of an
odd thing for these two communities
to have in common because they
have such a different style but with
similar aspects and it all started with
larger brands taking inspiration from
punk. However, street wear really has
changed over the past years. It has
now become a more expensive look
to achieve while high end brands are
releasingstreetwearclothingtocreate
the looks that are popular within the
hip-hop culture are harder to obtain
when they’re wearing Gucci and
Balenciaga on the daily. Your average
day to day person can’t afford to buy
these brands so now smaller brands
do a cheap copy of these pieces that
are so popular within the streetwear
industry. Although a lot of places
will claim to be where streetwear
really blossomed, Japan really takes
the medal home with this one. With
Japanese brands like Bape becoming
so popular as soon as streetwear
started blowing up more and more
anditwasreallyexposedbymusicians
and rappers.The streetwear we have
nowadays has evolved so much and
is something unique as designers are
becoming more and more daring
with designs on their clothing.
Although a lot of streetwear fans
refusetogomainstreamandwillstick
to the brands they know no matter
how expensive and a lot of brands
encourage that by being so unique it
keeps them from being mainstream.
theevolution
ofstreetwear

5. New
releases
These are the latest
releases from Nike
and Adidas which
will be available on
size.com. The first
ones are the Adidas
ZX 4000 4D which
willbereleasedonthe
6th of april this year
and will retail at £280
forthepairofcarbon/
yellow trainers. The
Nike pair are the
Nike x Atmos air
max 2 lights. These
will be released on
the 5th of april this
month and will retail
at£135.Theyaresuch
different shoes but
the concept drawings
both look amazing.

6. Supreme
xnike
Another collaberation
between Supreme and
Nike is coming our way
according to @py_rates
on twitter. They are
rumoured to be released
within the summer drop
from Supreme in June.
They are creating a new
line of Swarovski Air
max 95s. These shoes will
come in three different
colours of black, red
and blue. These are also
catagorized as a lux
therefore they will be
made with premium
material. There has been
no photos of the release
as of yet however we
know that the panels will
have swarvoski crystals
on them. Because these
shoes are lux and include
Swarovski crystals in the
panels these shoes are
rumoured to retail for
around 500 USD.

7. Glitch
Skateboards
Glitch skateboards is creating
their own line of decks that
they want to release for their
fans. They have been trying
to get this launched for cou-
ple of years now. Therefore,
it is exciting for this project
to finally be released ready
for the summer months. It
is perfect timing to get your
new deck for summer. There
are rumours that they are also
looking at creating a cloth-
ing brand within the next few
monthswhichisalsoamazing.
They are coming up within the
skating community and soon
to be the streetwear industry.
Nothing is more exciting than
smaller brand venturing into
a bigger community like the
fashion industry. It is very ex-
citing to see what will happen
in the next few months and
keep an eye out for Glitch as
a brand. This year is going to
be a big one for them!

8. Hip hop has been a huge influence on
streetwear especially certain rappers on
social media. With their huge following
they are able to have a huge influence on
their audience and a lot of that is used
to promote a lot of streetwear brands.
Influencers such as Travis Scott are big
within names like Tommy Hilfiger and
Jordan shoes. When fans see, influencers
wearing certain styles of clothes they
will want to dress like them as well
therefore that’s why influencers often
wear expensive brands like Louis Vuitton
and Gucci because it gives the brands a
largeraudience.Otherinfluencersinclude
Tyler the creator who shows off a lot of
his own brand mainly within his social
media which again gives the brand more
coverage because he is such an influential
person and his fans will then want to
buy his clothing brand. It is something
the influencers do to promote brands.
Hip hop artists are some of the biggest
influencers to really promote streetwear
in general not just the specific brands. It
has really evolved from groups such as
NWA wearing things that we now see
rappers like Travis Scott rocking on his
Instagram. Streetwear has really become
a big part of the fashion industry and
you even see inspiration from streetwear
down the runway at this point in time this
is because of the Hip-hop industry really
showing it off and doing streetwear
relevant. People even name songs after
streetwear brands like a German rapper
has a song called “Stone Island” so the
hip hop and streetwear community really
comes hand in hand.
Hiphopand
Streetwear

9. Horatio
Reynolds
Haratio Reynlods is a 19 year
old independent model who
gained his following through
social media platforms such as
Instagram where he has over
300k followers on. He gained
a larger following after doing a
shoot with the magazineThrasher
as he enjoys the magazine and
the clothing brand.After working
with Thrasher, He worked with
manyotherbrandssuchasfila.He
hasbecomeahugefacewithinthe
streetwear and skating industry
as one of the biggest independent
models within this scene. He
worked with us with some shoots
for this issue which will feature
further on. We spoke to him a
lot about what was next and
although He was quite unsure of
what is definitely next but he has
so many aspirations in the future
and collaborations with some of
our personal favourite brands. He
says eventually he would love to
create his own brand which we
would be very interested in. He
explained how he wants to make
somethingboldanduniquewithin
this industry so we're excited for
that to come around eventually
and think it will be something that
will take the streetwear industry
by storm.
“Ican’twaittocreatesomething
differentindependentlythatwill
bedifferenttoanythinganyone
hasseen”

11. Supreme have dropped their
spring collection which was a
collaboration with the artist Andy
Howell. Who is huge within pop
culture and in the skateboarding
industry. He had a big hand within
streetwear and people would go
as far to say that withoutAndy the
streetwear industry wouldn’t be
half as big as it is now. He helped
create some legendary brands
such as New Deal and Element.
He was the first person to really
tie hip hop, graffiti and street
culture all together. He had a huge
impact on the industry which is
why he’s created this collab with
Supreme. The products that they
released were very graffiti based
which is going to be very popular
within the industry. Olivia here
bought one of the t-shirts from
the drop so we got some photos
of this specific piece however
they have also released things
like skateboards and other items
of clothing. It was a unique drop
with the graffiti designs on the
products.
SupremeXAndy
Howell

12. Whyareweso
obsessedwith
expensivebrands?
Within the streetwear industry
there are so many popular
brands and a lot of them are very
expensive. As consumers, we are
obsessed with the glorification
of these brands. This is because
people are fixated on what
influencers, especially rappers,
wear on a daily basis. Rappers
are huge within the streetwear
industry and that is the main
reason these huge brands are so
popular amongst the streetwear
community because it’s what
people promote more often.
There are cheaper alternatives to
these brands however, because
we are so obsessed with spending
so much money on these designer
brands not a lot of people will go
for similar designs by cheaper
brands, they need the real thing.
This is because we idolise these
celebritiesweseeonsocialmedia.
We are so obsessed with pop
culture therefore we are obsessed
with everything that comes with
it.