Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.
Ever since Virgil Abloh, streetwear designer slash Kanye confidante, was appointed artistic director of Louis Vuitton in March, the fashion world can’t seem to stop talking about how the industry is being turned on its head. As graphic T-shirts are beginning to hold a higher value than Italian leather, the definition of “luxury” has become an elusive concept.
Streetwear, though, is not a new phenomenon. It’s been around for decades. Rooted in skate and hip-hop culture, it has given way to an underground market of logo-heavy athletic wear, establishing the personas of “sneakerheads” and “hypebeasts” alike.