# Japanese Streetwear Rebrandings SWAGGER Launches a New Capsule for the SS23 Season By Amy Duong | Published 2022-12-16 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/swagger References: [hypebeast](https://hypebeast.com/2022/12/swagger-ss23-collection-lookbook-release-info) Japanese imprint SWAGGER was previously known as 'BIG-O' and now it launches its official rebrand through a new collection. The range is designed for the Spring/Summer 2022 season and features a wide selection of [streetwear silhouettes](https://www.trendhunter.com/trends/blackeyepatch-winter). It channels a contemporary design language that is inspired by the 90s and 2000s. This includes the selection of [graphic prints](https://www.trendhunter.com/trends/subware) that led to most of the SS23 first drop. It is joined by a selectin of heavyweight sweaters detailed with [vintage themes](https://www.trendhunter.com/trends/golden-era). There are ten styles and overall, it is made up of a full zipped hoodie, te, sweatpants, a pullover hoodie, and a logo cap to round out the seasonal collection. It is set to launch officially on December 30th. Image Credit: Swagger, [hypebeast](https://hypebeast.com/2022/12/swagger-ss23-collection-lookbook-release-info) ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 69% | Activity: 23% | Freshness: 13% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### Why This Trend Is Growing - **Japanese Streetwear Rebranding:** There is an opportunity for more Japanese streetwear brands to undergo rebranding to stay current and appeal to modern fashion trends. - **90s and 2000s Inspired Streetwear:** There is an opportunity for streetwear brands to design collections that are inspired by the 90s and 2000s, as there is a growing demand for fashion styles from these decades. - **Vintage Themed Streetwear:** There is an opportunity for streetwear brands to incorporate vintage themes in their collections, as these retro styles are gaining popularity in the fashion industry. ### Industries Being Reshaped - **Fashion Industry:** Opportunities exist for traditional fashion brands to incorporate streetwear elements into their collections or launch streetwear lines to appeal to younger consumers. - **Graphic Design Industry:** As graphic prints are a prominent feature in streetwear collections, there is an opportunity for graphic designers to create unique designs for streetwear brands. - **Marketing Industry:** There is an opportunity for marketing professionals to develop innovative marketing strategies that appeal to the younger demographic that are fans of streetwear fashion trends. ## Related on Trend Hunter - [Luxurious Spring-Ready Streetwear](https://www.trendhunter.com/trends/ambush-5.md) - [Seasonal Co-Ord Streetwear Capsules](https://www.trendhunter.com/trends/special-release.md) - [Summer-Inspired Vibrant Streetwear](https://www.trendhunter.com/trends/colorful-rebel.md) - [Spring-Centric Collaborative Cozy Streetwear](https://www.trendhunter.com/trends/academy-series.md) - [Heritage Streetwear Lines](https://www.trendhunter.com/trends/golden-era.md) - [Denim Capsule Updates](https://www.trendhunter.com/trends/wrangler-x-camphorwood.md) - [Bright Color-Based Spring Fashion](https://www.trendhunter.com/trends/vowels-1.md) - [90s Graffiti Culture-Inspired Streetwear](https://www.trendhunter.com/trends/subware.md) - [Summer-Centric Lifestyle Fashion](https://www.trendhunter.com/trends/uniqlo-u-4.md)