This is where we encounter a phenomenon called streetwear. What is streetwear, when did it enter the fashion world, and why isit so popular? Let's dig into it.
Streetwear can be called casual clothing, but it doesn't have to be casual. More recently, high-end brands have started producing high-end streetwear, which means it's a mix of elements, all with the same philosophy: to wear clothes that are appropriate for everyday chores. One thing's for sure, though: hoodies, sweatpants, T-shirts, jeans- -it's at the heart of what defines streetwear.
While the first streetwear has been around for a long time, no one would call it a trend or a style until it took over the world in the '90s. From that moment until today, it has only changed dramatically, from just a few brands to thousands of such fashion brands, and it only seems to continue to grow.
Back in the '90s, the widespread popularity of hip-hop artists and other influencers and celebrities for the athletic clothing they used to wear was how they incorporated the world's biggest athletic brands like Nike or Reebok into what we know today as streetwear. To this day, as we mentioned earlier, this is not limited to sportswear but extends to multiple brands and styles.
Streetwear can be simply defined in one sentence: comfortable enough!
Today, it's not a matter of style, as all styles seem to be somewhat intertwined. It can be sporty and elegant, or formal and casual. It's a remarkable thing that fashion in 2022 has no limits or boundaries. It's a matter of being part of a community and feeling good about it.
One thing that has to be mentioned is the role of millennials in this fashion phenomenon. Millennials or those in their 20s are the first to embrace this streetwear revolution. For them, it's more like a lifestyle, and the point of this lifestyle is: comfort and fashion coexist, and each item can speak for itself. The movement has grown so powerful that it has come to dominate and drive trends- even onto the runway. Thanks to this, the process of designing, producing, and presenting a new fashion to customers (who then accept it) has been reversed! This is why millennials are choosing streetwear over other styles and fashion directions.
What makes streetwear brands special is that they are completely independent of the global fashion industry, not attached to or dependent on large retail systems. There are several websites where you can buy your favorite items that are being promoted by young influencers on social media. This is how fashion works now. Or at least this part. But is that the only reason this fad is so popular among millennials? of course not. Here are the main reasons why it is popular among millennials:
1. It's Part of Influencer Culture
Since social media is so popular, and so heavily used by millennials and Gen Z, it's streetwear that you'll see most often. Everyone wears them and it makes you want to wear them too. In fact, you'll hardly find anyone in this age group without at least a few pieces of streetwear. Some of the most famous influencers on social media and media in general, such as music artists, reality TV stars, actors, etc., are promoting the same fashion movement. This is the number one reason why someone would decide to see that cool hoodie on their favorite public figure.
2. Affordable Price
You don't have to spend a fortune to look great. This is a very important aspect of streetwear because it allows people to look great without having to feel bad about not being able to afford something. There is always a choice. Even high-end fashion brands like Gucci, are incorporating streetwear into their products because they realize it will increase their revenue. For example, some brands like Zara only produce the same or similar pieces that are affordable but make people look good and feel good about themselves no matter how much they earn.
3. It's Considered Cool
Owning a fun hoodie or nice sneakers has become more important than owning a designer bag or high-end fashion item. Cool is now about dressing cool. What's cooler than wearing something that sends a strong message to those around you or has a print of your favorite artist on it?
4. It's Attitude
Millennials and Gen Zers just love the idea that they don't look like they've put so much effort into the dressing. What attracts young people is the I don't care attitude. They want to be carefree, they want to be free. Getting rid of the pressure of having to look and act a certain way is why streetwear is so popular, first among them and then among everyone else. Sweatpants and t-shirts aren't just for the gym and working out. As we mentioned before, it's a way of life.
5. Comfort and Sustainability
Finally, a very important aspect is sustainability. While luxury brands have never paid much attention to this factor, streetwear seems to have taught them and forced them to start paying attention. Wearing clothing that is comfortable, flexible, and allows you to get your job done without having to think about what you're wearing is the number one priority, but it's also important to understand the context if brands want to be accepted by their consumers. This is where the sport makes it a priority.
The above details the reasons why streetwear is popular among millennials. If you want to buy streetwear, please contact us.
RAINBOWTOUCHES is a professional custom streetwear manufacturer with 15 years of experience. It mainly produces and sells casual men's and women's wear, trendy brands, and sportswear with casual, avant-garde, comfortable, and fashion brand characteristics. We take "customer first, quality as our culture" as our core operating principles. We have always attached great importance to every customer, and regard producing and designing exquisite products as our basic purpose and core purpose.