A big part of the streetwear community started buying pieces for the brand, instead of buying it because it’s their ‘thang’. And if we go on like this, the acceptance of a style we’ve worked so hard for might just go down with the style.
“We didn’t want to look like we had money. This was really important: we wanted to look clever, and make new things out of old. Mix things up.” Lucille Lewin, from clothing boutique Whistles, explains what streetwear used to be about. And she’s right, back in the days the style developed out of sportswear. Advanced fabrics such as jersey, fleece, Gore-Tex and Neoprene were used to make pieces which had as main focus being functional. The term goes back to 1976, used for the first time by gay African-American designer Willi Smith. It described the oversize casual silhouettes he created. It later became a ‘fashion trend’, which changed the retail- and fashionworld drastically.