The document discusses how punk fashion originated as an anti-establishment and anti-consumerist statement within the punk subculture of the 1970s. It was a way for punks to express non-conformist views through DIY clothing and styles. However, as punk grew in popularity, elements of its fashion were commercialized and mass produced for mainstream consumption. Over time, punk fashion separated from its ideological roots and became just another commercialized style, losing its original expressive potential.

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