Streetwear Identity

In this short article, I want to discuss what your brand is known for and what it identifies as to the consumer. I want you to really think these two questions through. You may ask yourself why this guy is saying this. Well, many brands are currently identifying as just streetwear brands. With this being said, streetwear is a broad word that comes from many cultures, such as surf and skate, sportswear, hip-hop, punk, and Japanese culture.?

But let’s dive in a little deeper. In the late 1990s and early 2000s, the term "streetwear" was already in use, but the fashion genre was also often associated with or referred to as "urban wear" or "urban fashion". As the 2000s progressed, several factors influenced the trajectory of companies using the term "urban wear”. Because urban wear attracted numerous entrants to the market, leading to saturation. With so many brands vying for attention, it became challenging for companies to maintain their unique identity and relevance among consumers. Kind of like streetwear is currently, yup history repeats itself.

So, with this said, where I’m coming from is don’t consider your brand streetwear. It should be more of a lifestyle brand that can have streetwear elements in your pieces. But be sure the culture your brand speaks to is a culture you are passionate about. That way, the reach is the most authentic there is and really resonates with your fans. That’s right, you want the consumer to be a fan of the lifestyle your brand represents. Because anyone can copy and paste merch. I mean, look up every streetwear brand currently. The pieces are the same, but your authenticity cannot be duplicated. If your brand doesn’t make your fans feel some type of way when they rock that name, you either have to go back to the drawing board and re-brand, or your authenticity is not real enough for the culture. Trust, The culture will let you know.