From underground roots to the catwalks
Streetwear was born as a spontaneous expression of urban subcultures. As early as the 1980s, young California skaters and kids from New York's hip-hop neighborhoods were creating their own style, mixing athletic T-shirts, basketball sneakers, and vintage military jackets. Streetwear fashion emerged in the late 1970s and early 1980s thanks to these skate, hip-hop, and surf cultures. Brands like Stussy and Supreme emerged from these communities, elevating street style codes to an entrepreneurial level and spreading them globally.
Identity, community and social impact
Today , streetwear is much more than just a passing trend: it's a cultural phenomenon with a huge social impact. Wearing streetwear means asserting one's identity and creativity, often going beyond the rules imposed by high fashion. Streetwear collections send messages—think slogans printed on sweatshirts and t-shirts—and often embrace social causes, from environmental sustainability to demands for equality. Through social media, communities of streetwear enthusiasts exchange inspiration and create a sense of global belonging: just see how a limited sneaker drop can unite young people from all over the world in a single online conversation . Streetwear, in short, has broken down the elitist barriers of fashion, democratizing style and giving a voice to those who previously had none.
Ultimately, talking about streetwear means talking about youth culture, music, art, and the street. It's a constantly evolving style because it reflects society itself: inclusive, dynamic, and always ready to reinvent itself. Beyond the clothing, what truly defines streetwear is the wearer's attitude of freedom and authenticity.