For today’s youth, the trendy lifestyle has become an essential part of their lives. With modern pop culture thriving, people are being influenced by music stars, sports stars and trend icons to emulate their outfits, lifestyles, dressing, rebellious spirit, coolness and strong self-expression. The sports and clothing brands that have taken this as their core viewpoint have also become popular and have gradually led the way with the street culture they represent.
In the process, the overly harsh and unacceptable parts of street culture were eroded and a general popularisation was achieved. What started out as a niche brand became accessible to a wide range of people. Whether it was IT engineers working at the web design agency Malaysia, students busy with their studies or other groups, everyone was exposed to street culture through these brands. This has led to the commercialisation of street culture, free from the shackles of subculture. The brands have also taken advantage of this wave to further expand their popularity and thus become world-famous. In the following article, I will introduce you to a few of these brands that have combined commercialisation and trendiness in the modern era.
Stussy
Stussy is a streetwear brand that was founded by Shawn Stussy in 1980. Stussy’s passion for surf culture and desire to produce high-quality clothing that represented his way of life led to the creation of the brand. Shawn Stussy used to operate out of the backseats of cars at neighbourhood surf spots in Southern California, selling hand-painted t-shirts. Surfers and skateboarders were drawn to his distinctive designs by his signature, which was scrawled across the chest, and the brand’s relaxed, carefree aesthetic.
As the brand grew in popularity, Stussy expanded into other forms of clothing, including hats, sweatshirts and jackets. The brand’s designs continue to be inspired by surf and skate culture, with many pieces featuring bold graphics and bright colours.
Stussy’s dedication to collaboration is one of the things that sets it apart from other streetwear companies. The brand has worked with other businesses and designers over the years to create limited-edition collections and one-of-a-kind items. Stussy has remained current and relevant in the rapidly transforming fashion industry thanks to these partnerships.
And in the 1990s, Stussy’s popularity reached new heights thanks to the rise of hip-hop culture. Many of the biggest names in rap, including A Tribe Called Quest and the Beastie Boys, were fans of the brand and Stussy clothing became a staple in hip-hop.
Today, Stussy is still going strong. The brand continues to release new collections every season and its pieces can be found in shops and online. While the brand has evolved over the years, it has remained true to its roots and continues to be a favourite among fans of streetwear and surf culture.
Bape
Bape, also known as A Bathing Ape, is a streetwear brand founded in 1993 by Tomoaki Nagao, better known by his nickname ‘Nigo’. The brand was born out of Nagao’s love of hip-hop culture and his desire to create clothing that reflected the music, art and fashion of the time.
The first Bape store opened in the Harajuku neighbourhood of Tokyo, where the brand quickly developed a cult following among young Japanese people attracted to its distinctive, playful designs. Bape stood out from other streetwear brands with their clothing’s bold patterns, vibrant colours, and distinct cartoon-like aesthetic.
Early in the twenty-first century, Bape started to grow internationally by opening stores in significant international cities. The brand’s partnerships with other creators and businesses, such as Pharrell Williams and Adidas, helped increase its popularity. Fans of streetwear and hip-hop culture quickly made Bape’s clothing a must-have, and the company’s iconic ‘Bape Sta’ sneakers became a style statement.
One of the things that sets Bape apart from other streetwear brands is its commitment to quality and attention to detail. The brand uses high quality materials and construction techniques to ensure its garments are built to last. bape’s clothes are also designed to be versatile, with many pieces that can be dressed up or down depending on the occasion.
CLOT
Edison Chen and Kevin Poon established the streetwear company CLOT in 2003. The brand originated from Chen and Poon’s mutual love of fashion and their desire to make clothes that were influenced by their lives and cultural backgrounds. Its designs are frequently influenced by conventional Chinese symbols and patterns.
In addition to its clothing line, CLOT has expanded into other areas of fashion and lifestyle. The brand has its own line of accessories and homeware, and it has also opened a number of concept shops around the world. These shops are the hub of the brand’s fan community and they offer a unique retail experience that blends art, fashion and culture.
Today, CLOT is one of the most respected and influential streetwear brands in the world. In Asia, it is considered to be one of the most iconic trend brands and is the best representation of Asian trend culture to the outside world. To this day, CLOT continues to continue to push the boundaries of fashion and inspire a new generation of style-conscious consumers.
Golf Wang
As the best role models of the fashion scene, rappers have a deep and creative understanding of the interplay between street culture and fashion. This is why Golf Wang, created by rapper and music producer Tyler, the creator, has gained a strong following of street culture fans with its vibrant, playful designs and strong self-expression.
Tyler explains in an interview that the name is a play on the term “Wolf Gang,” a term he uses to refer to his fans, and that it was inspired by his love of the game of golf and his alter ego, Wolf Haley. The company got its start when Tyler and his friends started out as rappers and started making their own clothing and other merchandise to sell at shows. The brand was formally introduced in 2011 with the introduction of limited edition t-shirts and hoodies. Golf Wang has since grown to offer an extensive selection of clothing and accessories, including hats, socks, and even furniture.
One of Golf Wang’s defining characteristics is its bold and colourful aesthetic. Tyler has said that he wanted the brand to be a reflection of his personal style, which is known for its bright and playful patterns. This aesthetic is reflected in the brand’s signature floral and polka dot prints, as well as its use of bold primary colours.
Golf Wang is renowned for his meticulousness and quality in addition to his vibrant designs. In addition to wanting the brand to endure, Tyler has stated that he wants it to be affordable for everyone. This focus on quality is evident in the brand’s use of premium components and meticulous construction.
Golf Wang is still a relatively small brand despite its popularity. Instead of selling the brand to a big corporation, Tyler has stated that he prefers to keep it independent and true to his vision. The brand’s limited edition releases and emphasis on working with like-minded people and businesses are evidence of its dedication to independence.
