Stylish designer streetwear is a complex mix of gangster rap style meets footballer chic. On the one hand, it’s unflattering, but when styled right, often by big fashion houses – the look is supremely high end.
– the skate brand that James Jebbia launched in the nineties – is now a billion-dollar behemoth. High end streetwear frequently seen in collaboration with Louis Vuitton bags and timeless Rolex wearing quality.
THE 50 YEAR OLD FAD, IT’S NOT! First hit the waves 50 years ago in Californian in the trending surf culture. Casual streetwear didn’t truly become hip until the noughties. From the first skate boom (Birdman – Tony Hawk) and hip-hop’s chart dominance Run-DMC in the 80’s turned a generation of kids to baggy jeans and graphic tees and Adidas tracksuits.
Today, that generation is hitting adulthood. Seen acceptable to go to work in a streetwear hoodies, more comfortable than a traditional suit and now widely accepted. Infact you are seen as a little odd in a full suit in the boardroom of a trendy forward thinking company.
It’s Easywear with a cooler name “Streetwear”, people’s go-to each day because dress codes have become, well, less of a code more of a relaxed statement. Harvey Nichols menswear buyer Lara Djandji would agree, making a similar statement. “The amount of customers looking for tailoring has decreased as more and more people are wearing jeans with a jacket to work, and those who previously wore jeans are now more inclined to shop for a tracksuit.”