Sophie Lodge

What’s up, I’m Sophie. I’m a designer living in the United Kingdom. I love everything to do with fashion and arts. I want to teach people about the latest fashion, like streetwear.

Streetwear and skater brands were made popular in the early 2000’s, with clothing like Supreme and Stussy taking centre stage for years to come. It’s only natural that over the last 20 years or so, streetwear has continuously developed and broadened its audience. What once was a clothing style for skaters and teenage boys is now a go-to fashion statement for models and musicians. Though its popularity has fluctuated in waves, streetwear has established itself as a viable option for everyone – not just skaters.

Origins

Though most popular brands you see today were started in the 1980’s, they only really came into their own years later. Creating a fashion brand around a hobby (or persona) was a clever way to tap into a new market. California has always been a central hub when it comes to mens streetwear clothing, with many companies across the globe taking inspiration from designs originated there. Now, streetwear clothing is one of fashion’s hottest styles; big brands like Puma, Nike and Adidas have all tried their hand at streetwear lines for the masses.

Influencers

Social media now plays a crucial role in marketing for many worldwide brands. So-called “influencers” have a major voice when it comes to fashion and style, on Instagram in particular. Streetwear brands that have formed relationships with these social media icons are now reaping the benefits.

Before there was social media, brands relied on marketing through other means and word of mouth. Musicians who were part of the skater scene were often seen wearing brands like Supreme and Bathing Ape, which generated curiosity around the brands. Major streetwear brands wouldn’t be around today if it wasn’t for the initial boost in their early days from musicians and models adopting the style.