Kategorie: Streetwear

One of today's most significant movements is streetwear. Initially considered a subculture, it originated in the United States in the 1980s. Divided between the East Coast of New York and the West Coast of California, this culture is the result of various influences. Its urban spirit can be found in the lifestyle codes of gangs, skateboarders and surfers. Developed in parallel with the luxury fashion industry, this lifestyle is that of ordinary people. Streetwear is creatively expressed in different artistic fields: graffiti, fashion and music. Appropriation and personalization are the key words. Characters such as the Beastie Boys and the group N.W.A have carried hip-hop and streetwear culture forward, making it increasingly popular.

Basketball has played a crucial role, with the Air Jordans making history in sneakers with their Air Jordan 1s. Despite the initial boycott by major ready-to-wear and luxury brands, streetwear has become popular among young people, transforming into a new artistic derivation. In film, directors such as Spike Lee and rappers such as Tupac, Biggie, and Dr Dre fueled the popularity of this nouvelle vague, spreading it around the world. In France in the 1990s, groups like NTM and IAM became icons of the new actuality. Brands like Supreme and sportsmen like Nike, Adidas, Champion, and New Balance became symbols of the movement.