With the emergence of new technologies, we’re seeing streetwear evolve into something entirely new. Whether it’s a pair of sneakers that automatically tightens or a pair of pants that can be customized, we look forward to seeing what these advances will bring to the industry.
With a close-knit community of consumers, streetwear thrives on exclusivity and hype. However, that does not mean sustainability is an afterthought.
1. Authenticity
Authenticity is the ability to be who you are without hiding or distorting yourself. This can be difficult to achieve, but it’s one of the most important aspects of building a business and brand. Authenticity means being honest and transparent with your customers, so they know who they’re buying from and are confident that you will take care of them and their needs.
During the past decade, authenticity has become increasingly important to brands and consumers. This is especially true for luxury brands, who have begun to shift their focus towards younger consumers and are looking for ways to connect with this demographic.
To do this, they’re turning to streetwear icons and celebrities to earn credibility among these consumers. For example, Gucci and Louis Vuitton have collaborated with rap stars like Beyonce and Jay Z to boost their credibility and reach this new market.
There’s also an increase in social media and influencer marketing, which makes it easier for consumers to identify with the products they want. This helps to build a loyal base of followers and increase brand recognition.
It’s also a great way to build trust with your customers and develop long-term relationships. This type of relationship is especially useful for a younger audience, as it allows you to build a cult following that will stay loyal and buy from you for years to come.
Original streetwear brands such as Supreme, BAPE, and Stussy rely on exclusivity as a key driver of their brand’s success. They release limited edition sneakers or apparel that have high resale value, ensuring they keep both scarcity and demand high.
However, the rise of the resale model has undermined this approach. Hypebeast culture has encouraged buyers to purchase highly coveted streetwear items at their original market price and then sell them on sites like StockX for significantly more. This essentially ignores the community and message that drove the original appeal of the product in the first place.
2. Sustainability
Sustainable streetwear brands focus on eco-conscious manufacturing, fair labor, and ethical practices throughout their supply chain. They’re committed to positively impacting the environment and their workers, which is a huge win for consumers who care about the world around them.
The most basic way a brand can be sustainable is by using earth-friendly materials when making their products. These are often organic fabrics, such as cotton or hemp. They’re also more environmentally friendly than synthetics, which are made from fossil fuels and other chemicals.
However, a company can still be sustainable even if they’re not using organic or ethically sourced materials. They can also take steps to reduce their carbon footprint by minimizing their energy use or purchasing renewable energy.
Traditionally, most streetwear labels have used synthetic fabrics like polyester and nylon, which are harmful to the environment. Instead, they should look for more eco-friendly alternatives, such as regenerated fabrics or ones made from upcycled materials.
Many sustainable brands have also partnered with non-profit organizations focused on sustainability. This allows them to support communities and improve the quality of life of their employees.
A lot of the time, sustainable companies have a more transparent approach when it comes to their production processes. They make it a point to inform their customers about where their clothes are made, how they’re made, and who is behind each item.
Another way a brand can be sustainable is to reduce its environmental impact by reducing packaging waste. This can include things like replacing plastic bags with biodegradable or recyclable material or minimizing the amount of paper and cardboard used in packaging.
3. Community
Authenticity is the core value that sets streetwear apart. Consumers want to connect with a brand with a long history and a deep understanding of its community.
The future of streetwear depends on a brand’s ability to maintain its authenticity. It’s important for brands to focus on this because it helps consumers identify with the brand and feel more comfortable spending their money on it.
Another key factor is the way that brands engage with their consumers. While many consumers value product quality and design, they also value the legacy of a brand, such as its reputation and social media presence.
These findings suggest that brands need to focus on interacting with their consumers and building communities around them. These communities will help the brand stay relevant in the future and become more successful.
Traditionally, fashion worked from the top down: designers and trend forecasters dictated what styles would make it to the runway, buyers determined which designs made it in-store, and editors told consumers what they should wear. But today, it’s the consumers who are driving trends.
The global strategy division of professional services giant PwC’s Strategy& and Hypebeast report notes that large cultural shifts have driven this shift. For instance, the internet and social media have changed the power balance between brands and consumers. Instead of brands and other gatekeepers determining what we like, the millions of users liking, sharing, and retweeting determine what becomes popular.
This new digital landscape has democratized fashion. High-status individuals like influencers and celebrities greatly influence what we find fashionable, while people with a smaller network of friends can start their own clothing labels. This democratization of fashion has led to a rise in the number of cult brands, which can be very lucrative. However, it’s important for brands to take responsibility for how their products are produced and sold. This can help ensure that their products are environmentally friendly and that they don’t harm the environment.
4. Technology
Technology is an element that is foundational to the future of streetwear. It can make the industry more sustainable, provide a platform for community building, and allow consumers to express themselves through digital mediums.
Technology can be a complex subject, and there are many different ways to look at it. The broadest definition is that it is the application of scientific knowledge to practical aims, including the invention and use of tools and machines that achieve specific goals or solve real-world problems.
Technology has many positive and negative effects, including advancements in medicine and increased prosperity. However, there are also issues like pollution and resource depletion.
Technology is often used to disrupt existing social hierarchies or harm people. For this reason, there are often philosophical and political debates about the ethics of using technology and how to mitigate its negative impact on society.
A particularly exciting technology is Nike’s Hyper Adapt sneakers, designed to adjust your movements and automatically lace them up. The Marty McFly sneaker inspires the shoes in Back to the Future, which also had an auto-lacing system.
Another interesting concept in technology is that of augmented reality, which allows you to interact with a product by using your eyes or other devices. This allows you to see how a garment will look in your surroundings before you even purchase it.
These kinds of technologies can benefit the fashion industry, as they allow designers to create more personalized products for their customers. They can also help to build brand awareness and increase sales.
It is no surprise that the tech industry is leading the way in shaping the future of streetwear. Several companies are making strides in this area, and some have already gained much traction.
5. Self-expression
For many people, streetwear is a form of self-expression. This is especially true for individuals living in poverty who are looking to gain respect from others. While image is important, it’s also important to consider your own personal style and fashion values when choosing what to wear. For example, if you’re not particularly fond of bright colors, it may be best to opt for neutral hues. However, if you’re a person that loves to stand out, you might want to choose a bold color like green or electric purple. These colors instantly scream “streetwear” and leave a lasting impression on those around you.
In fact, you might even consider pairing your outfit with a standout beauty product to make the most of your look. This is a trend that many people have noticed in recent years, and it’s sure to continue growing in popularity. The fashion and beauty industries have become a place where people can express their individuality, and it’s easy to see why the two are merging in so many ways.