Where streetwear is born

Streetwear, as the term itself suggests, is a youthful style that comes from the street, more precisely a mixture of different styles. 

Streetwear clothing today is a continuous success: in fact, the streetwear clothing industry is expected to reach completely new levels in the coming years.

A wave of positivity dictated by the turnover numbers of the various streetwear clothing brands; it would seem that everyone loves streetwear clothing. However, only a few brands know the key ingredients to achieve the result that the streetwear industry can truly deliver. The legacy of the brand, authenticity, exclusivity, design and quality are the main factors that evaluate streetwear consumers, also considering the proliferation of new streetwear brands even if it may not work for everyone.

The roots of streetwear are in hip hop and street culture, not in high-end fashion, that is, in luxury brands. The new 2.0 channels have allowed streetwear to conquer a new global audience through the numerous e-commerce sites that allow you to renew your wardrobe with just one click.

There are many vertical e-commerce on this type of clothing, such as Malkutha Store Streetwear and Fashion  which has now become a reference point for young people from all over Italy.

Streetwear clothing as a symbol

The fantastic thing about streetwear is its ability to adapt to current events and politics. With global unrest becoming a major problem in all major cities around the world, streetwear is expected to rise to a uniform for protesters. 

Numerous protests around the world in recent times have seen masks and t-shirts worn as a symbol of their movements. Continuing like this, it is perceived that streetwear will continue to be a uniform for these political movements in the coming years.

When we talk about streetwear we also talk about sneakers: the sneaker industry, whether it be retail releases, advertised launches and resales of sought-after styles, will continue to grow in the coming years. 

Sneaker collectors see sneakers as investments with styles like Air Max 1, for example dating back to 1987, as more sought after today, an example of how older styles are as collectible as new ones.

Streetwear clothing and the role of Influencers

Influencers have clearly played a pivotal role in the growth of streetwear in recent years. However, we must pay attention: in a recent report it emerged that influencers with fake followers and likes on Instagram are costing companies a lot, there is talk of billions of dollars in lost advertising revenue. 

Obviously this does not concern real influencers, provided with real followers: the latter with their support guarantee enormous success for brands that offer streetwear clothing and entrust it to real influencers with whom they establish solid collaborations. 

The increasingly massive presence of influencers means that every brand needs an influencer on Instagram to promote their brand and get excellent publicity from it. Most influencers are paid for through “gifts”, which are free products. 

While this may still be expensive for a brand, brands still benefit as they give away a pair of sneakers at their own cost price, not retail or exaggerated resale values. 

In short, in recent years streetwear has become much stronger than a simple look. It has become a symbol of youth culture, youth values ​​and a subculture itself for many millennials. If streetwear continues to dictate how the industry should work, then the brands in the sector will only be able to wait for continued steady growth