The popularization of streetwear and its effects

The popularization of streetwear has reached proportions that were unimaginable a few years ago. The phenomenon became part of mass culture, especially among young people, which led to various brands becoming victims of counterfeiting. The more protectionist argue that fashion appropriated the movement - but fashion itself is an eternal cycle of appropriation. With the arrival of new consumers and, consequently, with the increase in demand, new brands began to emerge, while others modified and adapted according to the clothing codes of the moment.

Read more: A phenomenon called High Company

Important names for the foundation and consolidation of the movement, such as Fuct, XLarge, and The Hundreds, among others, have often been ignored by the new streetwear consumer, since the prevailing aesthetic was that of "luxury streetwear," as the major media referred to Off-White. The high prices and the aesthetic derived from renowned designers like Raf Simons, along with the connections of Virgil Abloh, led his brand to intentionally create a new division within this culture.

What was often financially accessible still existed, but the trend was (and perhaps still is) the more expensive pieces, the price of the outfit. It is no longer a counterculture movement for most, but rather a status symbol.

Watch the video The influence of streetwear on fashion for more details.

https://www.youtube.com/watch?v=Uvw78uPF5-0