Read the article ==> THE EVOLUTION OF STREETWEAR Streetwear is a style that began to be democratized in the 90s, mainly as a reaction to, and even in opposition to, the fluorescent and sequined styles that marked the 80s. It was originally a protest style, part of the subculture. Today, streetwear is very popular and an integral part of the fashion world, with many brands dedicated to it. How did streetwear evolve to reach this point? That's what we're here to find out! But before we look at its evolution, let's ask ourselves the key question: what exactly is streetwear? WHAT IS STREETWEAR? As its name suggests, streetwear is a style that comes mainly from the streets. More specifically, it comes from the streets of America, and is highly inspired by Californian surf and skateboard culture. It's characterized by loose, comfortable clothing such as jeans and sneakers. Although it appeared earlier, the influence most felt in streetwear today is the skateboard and hip hop aesthetics of the 90s.Soon, brands appeared that wanted to make streetwear their own, so they imitated urban styles, designing clothes that matched streetwear's scruffy, scruffy side, but at the same time adding their own touch of creativity and professionalism. DEMOCRATIZATION: BRANDS, DESIGNERS AND INFLUENCERS Streetwear first appeared in the '80s, but it was in the '90s that it was democratized thanks to the work of brands, designers and the exposure it received from certain celebrities, particularly artists from the American rap scene. But it was one name in particular that stood out: Shawn Stüssy.Initially, this Californian simply built his own surfboards. But in 1984, he formed a partnership with an accountant and launched a brand, Stussy, which continues to this day. If Shawn Stüssy's name is so memorable, it's not only because he was a trailblazer, but also because he contributed to the internationalization of streetwear with trips to London, Paris and Tokyo.In Stussy's case, it was the sale of T-shirts bearing the brand logo that got the business off the ground. It was at this point that one of the important characteristics of streetwear emerged: brand identity.Other brands have entered the streetwear world, for example Nike has been a major market player in the footwear sector. What's more, in the 90s, the sporting world began to adopt streetwear, particularly certain baseball teams - the baseball cap is an emblematic accessory of the streetwear style - or sportsmen such as Michael Jordan, who took part in a partnership with Nike. All this adds to the popularity of the style.It was also the hip hop scene that democratized streetwear. In the 90s, rap artists and groups that had hitherto been rather underground gained in popularity, first in the United States, then worldwide.A group like the Wu-Tang Clan dresses with brands that adhere to the streetwear aesthetic, and many other artists do the same. So much so, that some artists are gradually launching their own brands. STREEWEAR GOES MAINSTREAM Obviously, brands, including luxury brands, are witnessing the potential of streetwear. While the 90s and 2000s saw a decline in the popularity of more formal, dressy styles, streetwear was a buoyant fashion.Luxury brands such as Gucci and Versace began to take an interest in the idea of offering garments that combine streetwear aesthetics with high-end materials such as silk, leather and satin.It was also at this time that streetwear began to merge with sportswear, although the two styles were different, as some of these brands' sportswear garments were very much online with the streetwear aesthetic.The democratization of streetwear is also due to the influence of internationally renowned designers and, in particular, artists who launch their own brands. In the 90s, for example, Hiroshi Fujiwara, a Japanese DJ, launched the GOODENOUGH brand. Streetwear references began to multiply in various countries.Another brand that has played a big part in streetwear becoming so popular is Supreme, a brand so big that in 2017 it could afford to cooperate with Louis Vuitton.Streetwear is characterized by original distribution methods. Emerging in the '80s and democratized in the '90s, it broke with old distribution techniques. For example, Hiroshi Fujiwara organized limited stocks of his brand's clothing, while Supreme carried out product drops in its stores.The fact that streetwear has grown in popularity alongside the rise of the Internet has also improved distribution, and enabled the coexistence of well-established brands and independent labels or designers who can sell their products online more modestly. STREETWEAR TODAY Streetwear is now an everyday style. While the aesthetics of streetwear brands and garments retain their familiar underground feel, the style itself is clearly one of the spearheads of the fashion world!And it's fair to say that the industry is doing well, if not yet booming. Nowadays, even outside the purely streetwear brands, catalogs are full of streetwear-inspired references.We can go even further: today, streetwear is the normal way of dressing, especially for the younger generations and for a large number of celebrities who appropriate the codes of pop culture.Perhaps soon, another movement from other "subcultures" will dethrone streetwear. In the meantime, you can carry on proudly wearing your hoodie, baggy pants and sneakers if you like! INTERVIEW PROJET X PARIS To complete this article, I wanted to have the opinion of a well-known brand in the FR streetwear field:Project X Paris, CAN YOU TELL US A BIT ABOUT THE HISTORY OF PROJET X PARIS? The brand's origins lie in urban culture. It was created in 2015 by two designers whose ambitions were to combine several universes within their collections.With numerous collaborations and product placements in clips by American and French rap artists, Project X Paris made its name thanks to a buzz.One model in particular is the peach-skin jogging suit with biker effect.(Photo)Among others, artists such asMaître GimsJeezy,AkonAuguste Kipembe and Jay Max have placed their trust in us and have brought out the best in this product.At first, we didn't think it would work. It's a pretty retro 90's style. But we thought we'd give it a try and rework it in our own way to fit in with current trends. And to our great surprise, not only artists but also sportsmen and women were asking for it all the time. We saw him everywhere, it was crazy!More and more people were becoming fond of our clothes. People began to take a keen interest in Project X Paris.It's fair to say that the brand's history really got off the ground with this product buzz, which was originally aimed purely at a target group that consumed streetwear. Although we have a street brand DNA, everyone can wear our clothes. It's important to note that we offer a wide range of products, from seasonal basics to casual pieces, and some of our garments are more sophisticated.Thanks to the diversity of our collections, we can meet the needs of our customers. And that's what makes us so successful. We have opened five boutiques in the Ile-De-France region.Our success and our customers' trust in the brand is also due to social networks. Today, with Instagram, we've established an exclusive relationship with our followers. Like a family, a team, our customers are an integral part of the brand. That's why we highlight them in our publications and don't hesitate to share their photos when they're wearing Project X Paris. HOW DO YOU INTERPRET THE EVOLUTION OF STREETWEAR TRENDS? As we all know, fashion is a perpetual restart. Outfits considered "so 2012" can become "must-haves" again overnight.Nothing ever goes out of fashion, and this is the case with streetwear trends. The Dad Shoes trend (Balenciaga Triple S) is a case in point. Originally considered "unattractive", these shoes were incorporated into street looks. Then there's the advent oftracksuitswhich can now be worn for any occasion and without restraint. They have become the hype pieces of the moment.Well, at Project X Paris, our designers know how to stay ahead of the trends by creating capsule collections that are both retro and modern. For example, there's the Baseball pinstripes theme. In vogue this season, pinstripes have made a comeback in both men's and women's wardrobes. These products can be worn as a total look or with a basic to enhance the piece. There's also the Heartbreaker theme, which plays on edging details on the sleeves and embroidery. This is a casual collection, easy to wear for any occasion. We believe that in streetwear, these two notions are essential. At least at Project X Paris.
