StreetWHERE? TIMELINE: PART I
by L.I.M. | January 22, 2012
This is the first of a three-part series taking a look back at our roots – the history of streetwear.
PART I: STUSSY
Although all of Life Changing Apparel’s fans may already be streetwear fanatics, I believe a rudimentary knowledge of streetwear’s roots are essential to anyone who rocks it. Without it, these fans are just as bad as all these new brands who are just cashing in on the hype rather than the actual essence of this niche culture.
Streetwear is more than Stussy, Undercoverism, Number Nine, or Supreme. It’s more than fresh hightops or the latest selvage denim. It’s a culture and the embodiment of an ideal.
Conventionally, Shawn Stussy, founder of Stussy, gave birth to this movement. Lamenting the fact that there were no cool brands, he created his own. He wanted a company that was both casual yet edgy, not wanting the norm. His graphic tees, with unique logos and designs rarely seen before, skyrocketed the company to underground fame.
Stussy’s vintage ads perfectly capture streetwear’s target demographic and their mentality. The spray painted trademark brand name connects the brand with rebellious teens and “alternatives” from the get go. Sexy women, bare shoulders and midriffs, bedroom eyes further cement that this brand isn’t meant for parents or the mundane. The cocky, relaxed postures of their models and their oversized wayfarers.
Streetwear was meant for the badasses, the iconoclasts, the skaters and surfers, in order words, the misfits who just did not give care about suburbia and the everyday. And riding this theme, streetwear has exploded over the years, creating a subculture that generates millions of dollars in revenue every day.