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Streetwear is no longer just a subculture—it has become a dominant force in global fashion. What started in New York skateboarding circles has evolved into a billion-dollar industry, merging with luxury, technology, and cultural identity.
From Supreme's iconic "drop model" to the rise of Chinese streetwear brands like Li Ning and ROARINGWILD, the evolution of street fashion reflects shifting consumer identities and cultural confidence.
Let’s explore how streetwear has evolved, the business models behind its success, and what the future holds for this dynamic industry.
The origin and evolution of streetwear
Streetwear emerged as an anti-establishment movement, driven by youth culture and underground communities.
From skate parks in New York to collaborations with high-end brands, streetwear has grown into a global fashion powerhouse.
Street Style Runway
New York skateboarding culture and the rise of street brands in the 1990s (Supreme, Stüssy)
The 1990s saw the birth of modern streetwear.
- Supreme (1994) – Founded by James Jebbia in NYC, inspired by skateboarding culture and rebellious youth.
- Stüssy (1980s-1990s) – Started as a surfwear brand but evolved into one of the first global streetwear brands.
- Key Characteristics – DIY aesthetic, graphic-heavy designs, and underground marketing.
Luxury streetwear in the 2000s: The global influence of Off-White and A Bathing Ape
In the 2000s, streetwear moved into high fashion.
Off-White and A Bathing Ape (BAPE) bridged the gap between street culture and luxury, reshaping fashion industry norms.
- Off-White (2012) – Founded by Virgil Abloh, mixing industrial design with streetwear aesthetics.
- BAPE (1993) – A Japanese brand that introduced limited-edition drops and celebrity collaborations.
The 2010s saw streetwear explode through social media.
- Travis Scott x Nike (2017-present) – Hype-driven collaborations created high resale value and cultural influence.
- Instagram & TikTok – Created direct communication between brands and consumers, fueling trends instantly.
- Resale Market Growth – Platforms like StockX and Grailed turned streetwear into an investment category.
How do national brands rise?
China’s streetwear scene has transitioned from copying Western brands to defining its own cultural identity.
The landmark event of Li Ning and Peacebird appearing on the international fashion week in 2018
2018 marked a turning point for Chinese streetwear.
- Li Ning at Paris Fashion Week – Showcased a mix of traditional Chinese elements and modern streetwear.
- Peacebird’s bold aesthetics – Combined local culture with international street trends.
This event signaled the global rise of Chinese street fashion, moving beyond domestic markets.
How do emerging brands such as ROARINGWILD and ATTEMPT define Chinese streetwear?
New-generation brands emphasize cultural storytelling and unique aesthetics.
| Brand | Key Characteristics |
|---|---|
| ROARINGWILD | Underground, rebellious attitude |
| ATTEMPT | Minimalist, high-tech fabrics |
| Sankuanz | Avant-garde, experimental styling |
How does "cultural confidence1" promote the growth of the national market?
Chinese consumers now embrace local brands over Western labels.
- Rise of Guochao2 – "National trend" integrates traditional Chinese elements with modern fashion.
- Government support for local brands – Policies encouraging homegrown design and innovation.
- Influence of Chinese celebrities – Artists like Jackson Wang and Lay Zhang endorse national brands.
Analysis of the business model of street fashion brands
Limited sales and hunger marketing: the secret of Supreme's "one-second sold out" strategy
Supreme revolutionized retail with scarcity-based marketing.
- Drop Model – Weekly releases of limited-quantity items.
- Hype Culture – Artificial scarcity drives resale prices sky-high.
- Loyalty & FOMO (Fear of Missing Out) – Consumers engage more due to perceived exclusivity.
The business logic of joint cooperation: the cross-border effect of fashion brands × luxury brands, fashion brands × animation
Collaboration is a major driver of streetwear growth.
| Collaboration Type | Examples | Effect |
|---|---|---|
| Luxury x Streetwear | LV x Supreme | High-fashion validation |
| Fashion x Anime | Uniqlo x One Piece | Pop culture fusion |
| Tech x Fashion | Nike x PlayStation | Cross-industry appeal |
DTC allows brands to control their narrative and customer relationship.
- Nike’s SNKRS App – Direct hype control, exclusive drops.
- WeChat Mini-Programs (China) – Seamless shopping experience for national brands.
- Community-Driven Marketing – Discord, Instagram, and TikTok create loyal brand advocates.
Forecast of future street fashion trends
Streetwear continues to evolve with technology, new consumer demands, and global trends.
Global fashion trends in 2024: the return of Y2K style, functional style, and retro sports style
Several trends are making a comeback:
- Y2K Aesthetic – Baggy jeans, flashy logos, and bold colors.
- Functional Wear – Gorpcore, tactical streetwear, multi-pocket designs.
- Retro Sportswear – 90s and early 2000s-inspired athletic styles.
How does the new consumer group (Generation Z) affect the development of fashion brands?
Gen Z drives streetwear’s future with digital fluency and value-driven shopping.
- Sustainability Matters – Eco-friendly streetwear brands gain traction.
- Experiential Retail – Pop-up events and virtual stores attract younger buyers.
- Hyper-Personalization – Customization options appeal to Gen Z’s individuality.
How will AI and digital trends (NFT clothing, virtual fashion) change the street fashion market?
AI and blockchain are shaping the future of streetwear.
- NFT Clothing – Digital wearables for the metaverse (Nike RTFKT, Adidas Into the Metaverse).
- AI-Generated Designs – Brands use AI to create unique, algorithm-driven apparel.
- Virtual Fashion Shows – Digital catwalks replace traditional runway presentations.
Conclusion
Streetwear has grown from underground skate culture to a dominant force in global fashion. The future belongs to brands that embrace cultural identity, innovation, and digital evolution. Whether through exclusive drops, collaborations, or NFT fashion, streetwear will continue to redefine style in the years to come.
