The Start of the Streetwear Boom: From Subculture to High Fashion

Streetwear has grown from a niche subculture to one of the most influential forces in fashion today, with brands like OFF-WHITE, Supreme, and EIGHTYEIGHT at the forefront of this movement. But how did streetwear, once associated with skateboarding and hip-hop culture, evolve into a global phenomenon that blends effortlessly with luxury fashion? In this blog post, we explore the start of the streetwear boom, its cultural impact, and how it continues to shape the fashion industry.

The Origins: Late 1970s to Early 1980s

The roots of streetwear can be traced back to California in the late 1970s, where the skateboarding and surfing subcultures began to influence fashion. At the same time, New York City was witnessing the rise of hip-hop culture, which introduced a new wave of urban style marked by oversized clothing, sneakers, and bold graphic T-shirts.

Skateboarding Influence: Early pioneers of streetwear, such as Stüssy, emerged from the Southern California skate scene, designing T-shirts and hoodies with bold logos that spoke directly to skateboarders and surfers. These pieces were affordable, comfortable, and captured the laid-back vibe of West Coast street culture.

Hip-Hop Influence: Meanwhile, on the East Coast, hip-hop artists like Run-D.M.C. and LL Cool J were establishing a new look that emphasized athletic wear, such as Adidas sneakers, Kangol hats, and tracksuits. Hip-hop culture embraced style as a form of self-expression, and brands that aligned with this ethos began to gain traction.

The Rise of Streetwear Brands in the 1990s

The 1990s were a pivotal decade for streetwear, as the subculture began to expand globally. This period saw the rise of iconic brands like Supreme, A Bathing Ape (BAPE), and FUBU, which played a crucial role in shaping the streetwear boom.

Supreme: Founded in 1994 by James Jebbia in New York, Supreme started as a skate shop but quickly gained a cult following for its limited-edition drops and bold graphic designs. Supreme’s model of scarcity and exclusivity, combined with collaborations with artists and designers, helped elevate streetwear from niche to coveted.

A Bathing Ape (BAPE): In Japan, streetwear was making waves with the rise of BAPE, founded by Nigo in 1993. BAPE’s camouflage designs and distinctive shark hoodies quickly became symbols of streetwear cool, helping to globalize the movement and introduce a new audience to the style.

FUBU: In the U.S., FUBU (For Us, By Us) was another major player in the streetwear boom. Founded by Daymond John in 1992, FUBU became a symbol of Black-owned fashion, celebrating hip-hop culture and catering directly to the urban community. The brand’s success underscored the cultural importance of streetwear as a form of empowerment and identity.

Streetwear Meets High Fashion: The 2000s Onwards

While streetwear had established itself as a powerful subculture by the late 1990s, the 2000s saw it enter the realm of luxury fashion. Collaborations between streetwear brands and high-end fashion houses helped bring streetwear to a new level of prestige.

Luxury Collaborations: The collaboration between Louis Vuitton and Supreme in 2017 was a defining moment in streetwear history. What was once considered a niche, urban subculture had now fully merged with high fashion. This collaboration broke down barriers, proving that streetwear could coexist with and enhance the world of luxury fashion.

Virgil Abloh’s OFF-WHITE: Perhaps the most iconic figure in streetwear’s transition into luxury fashion is Virgil Abloh, founder of OFF-WHITE. OFF-WHITE’s ability to blend streetwear sensibilities with high-end design quickly gained the attention of the fashion world. Abloh’s appointment as artistic director of Louis Vuitton’s menswear line in 2018 marked the ultimate fusion of streetwear and luxury.

Key Elements That Defined the Streetwear Boom

Streetwear’s rapid ascent to mainstream popularity can be attributed to several defining characteristics that made it stand out from traditional fashion.

Exclusivity and Scarcity: Streetwear brands mastered the art of creating demand through limited-edition releases. Brands like Supreme would release products in small quantities, creating a sense of urgency and exclusivity that attracted die-hard fans and fashion collectors alike.

Community and Culture: Unlike traditional fashion, which often catered to the elite, streetwear was rooted in community and culture. Whether it was the skateboarders of Venice Beach, the rappers of Brooklyn, or the artists of Tokyo, streetwear was deeply connected to the people and subcultures that shaped it. This sense of belonging gave streetwear an authentic edge that resonated with youth around the world.

Self-Expression: Streetwear has always been about self-expression. Its origins in subcultures like skateboarding, hip-hop, and graffiti gave it a rebellious edge, allowing wearers to showcase their individuality through bold graphics, oversized fits, and unique designs. This ethos of personal expression is a core value that EIGHTYEIGHT embraces in its own collections.

The Streetwear Boom Today: EIGHTYEIGHT’s Connection

As we reflect on the rise of streetwear, it’s clear that the movement has had a profound influence on how fashion is perceived today. EIGHTYEIGHT was born out of a similar desire to merge urban culture with luxury fashion, drawing inspiration from the streetwear boom that shaped the early 2000s. We see streetwear as more than just a trend – it’s a reflection of youth culture, identity, and individualism, values that are deeply ingrained in our brand DNA.

Blending Streetwear and Luxury: Like the pioneers of streetwear, EIGHTYEIGHT seeks to blur the lines between street fashion and luxury. Our pieces take classic streetwear staples, like T-shirts and hoodies, and elevate them with luxurious fabrics, unique cuts, and bold designs.

Limited Edition Drops: Taking a cue from streetwear’s focus on exclusivity, EIGHTYEIGHT releases limited-edition collections that reflect the brand’s commitment to quality and individuality. Each piece is designed to feel special, resonating with those who appreciate craftsmanship and culture.

Cultural Relevance: Just as streetwear was born from the streets, EIGHTYEIGHT is inspired by the energy of urban life. Our designs are a tribute to the city, where fashion, art, and culture collide. We strive to create clothing that reflects the dynamic, ever-evolving nature of street culture while maintaining the luxurious quality of high-end fashion.

Final Thoughts

The streetwear boom, which began as a subculture, has evolved into one of the most significant fashion movements of the past few decades. From its early days in the skate parks of California and hip-hop streets of New York to its current place on the runways of Paris and Milan, streetwear has become a global fashion force. As we move forward, EIGHTYEIGHT continues to carry the spirit of streetwear into the future, blending urban culture with luxury to create clothing that speaks to a new generation of fashion lovers.