While streetwear collections were initially rooted in surfing and skate cultures, they have expanded to include hip-hop, haute couture and Japanese street aesthetics.
Streetwear is no longer an easily defined, open-and-shut case; it cuts across many different fashion genres and subcultures, making it more easily accessed by a wider variety of people. So whether it's youthful punk lookbooks or chicly understated streetwear, there's definitely something for everyone. Of his label 'Something Out of Nothing' (S.O.O.N.), founder Jonny Grant says, "We’re responsive to youth culture and here to inspire and support a hustle-and-grind generation.”
Maybe at its core, streetwear is about pounding the pavement, unafraid to express yourself so that you feel 100% comfortable in your own skin.
- Gen Alpha
- Gen Z (primary audience)
- Millennial (primary audience)
- Gen X (primary audience)
