The idea of 'selling out' has always been a hot topic among hot underground collectives; the idea of taking money to help advertise corporations is often viewed with contempt.
It is interesting that Japanese streetwear brand Swagger has chosen to use the iconic brand of big business, Coca-Cola, in its ‘Tokyo Is Yours’ collection for Fall/ Winter 2009.
This collection is said to take its inspiration from Tokyo streetwear which incorporates a lot of western styles (hence the Coca-Cola gear).
Icon-Branded Streetwear
Swagger Uses Coca-Cola to Sell Gear
Trend Themes
1. Icon-branded Streetwear - The trend of incorporating recognizable brand logos into streetwear designs offers disruptive innovation opportunities for both the fashion and advertising industries.
2. Controversial Brand Collaborations - The trend of collaborating with controversial brands like Coca-Cola opens up disruptive innovation opportunities for streetwear brands to explore unconventional partnerships and push the boundaries of traditional marketing strategies.
3. Eastern-western Fusion Fashion - The trend of merging elements of Eastern and Western fashion in streetwear collections presents disruptive innovation opportunities for fashion brands to create unique styles that appeal to a global audience.
Industry Implications
1. Fashion - The fashion industry can explore disruptive innovation opportunities by embracing the trend of incorporating recognizable brand logos into streetwear designs.
2. Advertising - The advertising industry can capitalize on the trend of controversial brand collaborations in streetwear to create innovative campaigns that spark conversation and capture consumer attention.
3. Beverage - The beverage industry has an opportunity to explore disruptive innovation by partnering with streetwear brands to create limited-edition product lines that appeal to a fashion-forward demographic.