If we define streetwear as casual clothes worn by subcultures of urban youth, and only acknowledging its growth globally from the 1990’s, In the UK it must begin by naming Criminal Damage. We’ve also added Gym Shark as a parity point, though they’re not actually streetwear they have an enormous impact on the evolution of athleisure wear into the fashion.
These dates can be approximate since the only source for this information is the brand itself and when the businesses became to a limited size (usually at the point that they were producing enough income to justify the change, or in certain instances prior to their achievement). Also, I’ve worked for a brand that stated that they were founded in 1984 since it was the year in which he was born therefore I’m not taking the statement literally.
However, the growth and development of the streetwear industry was stunning, heavily inspired by France, the USA, Japan and France.
A Bedroom brand Era
2014 was the golden era of UK streetwear, incorporating the trend of a new bedroom brand, initiated by Sik Silk which offered new styles and new versions of tracksuits and t-shirts. The fashion industry was reinvented fast with a quick turnaround of production to produce in-demand designs. There were also little repeat orders of the most popular designs.
This year saw Hera who redefined the men’s jeans, Couture Club and MDV who both brought streetwear into the modern era, while 11 degrees and Gym King made the basic tracksuit to the forefront as part of the everyday wardrobe.
It was black Friday in 2016 but that’s not the only most important event in the history of streetwear. Every brand recorded massive sales during the height of popularity for streetwear.
Fashion is changing with the seasons
Fashion trends are not always unique and, much like sample songs, are often influenced by past trends. Although the younger generation might not know the history behind the trends of the fashion trends, they are often a result of styles that were worn by grandparents and parents and might even being found in wardrobes.
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The editor suggested that I begin with the 1980s, with the rise of MTV and pop culture beginning with fashion. And he said “the internet changed the way we shop for the better in the 90’s. Prior to that, children were street urchins who had dirty faces and no fashionista’s.” He should be aware that he’s a Gen-X
However, fashion has been in use since Denisovans lived in caves billions of years ago. I’d guess that the first fashion trend was to sabre a tooth tiger to death in order to be more attractive to women through the use of skins from a risky animal. Fashion is in fact based on the desire of people to appear attractive to show off their wealth , and attract a partner.
In the years following the clothing of the time was reserved for the wealthy while poor people made their own rags for wearing. Literature tells the story of history and art. We are aware that the Romans and Greeks were wearing tunics and fashion saw an upwards turn during Victorian time with magazines that showed the fashionable how they dressed. If they were delivered via ship then the UK could be among the first countries to receive these from Paris as it was the one of the fashion capitals of the time.
In fact, the father of haute Couture is Englishman Charles Frederick Worth, who established the House of Worth in 1858 and was the first to stitch a label into his clothing. The concept was elevated to new heights in the next millennium with designers such as Christian Dior launching his first collection in 1947.
I’m sure I’ve been missing a lot here. Film and pop stars have always had an influence on fashion throughout the 20th century. However, the focus is on streetwear that only became to the world in the 90’s, and is defined as trendy, casual clothes used by young urban people. This trend accelerated towards the close in the second half of 20th century thanks to the increase in disposable wealth and the rise of the internet, which empowered the entrepreneur who is independent and facilitates immediate global marketing.
Without further delay Here is a quick overview of the history of the streetwear industry within the UK.
1980’s
This is for the Editor to review this story from the POV of a young child at the time.
In the early years of 1982, UK children had 3 television channels. They played in the streets until the sun went down in hand-me-downs of their older siblings. In the event that you got lucky, your siblings were the same gender. My favorite was the Nike Air Jordan jumper my brother had left an iron on the backof it, so I was obliged to wear it with an outfit.
Then, Nike, Reebok, Adidas, Umbro, Converse, Lacoste along with Gucci, Levi, Wrangler Tommy Hilfiger, and Wrangler were the top brands. Donnie as well as Mark Wahlberg in New Kids on the Block danced in high-tops and Adidas tracksuits with shells. Of the course Marty McFly wore Calvin Kleins in Back to the Future.
Music is the main influencer of fashion and fashion, as we all know. The 70’s Punk taught us that there is no standard and the possibility of anyone having an clothing line. Rap and Hip-Hip showed us that we can mix and remix any genre and still be original.
MTV started in 1981, with music videos that were played on repeat to trendy kids, and buddies but it wasn’t able to reach the UK until SKY TV in 1989. It was the punk era of the 70s period that most likely defined this alternative music scene. The era was filled with Whitney, Madonna, Boy George, Tiffany and Cyndi Lauper pushing the colorful style of the decade in the music industry.
I grew up just a distance of Camden Town in London, in which there was a lot of worn leather jackets and jeans and jackets, which Bros were spotted wearing in the latter half of the 1980’s. In addition, due the films Terminator as well as Top Gun, Raybans were the most popular sunglasses.
“If you could really label it as streetwear, it was a riot of synthetic materials and baggy t-shirts, baseball jackets, lycra with double denim. The decade was fun to be in however, it was a disaster for fashion.”
1990’s
It’s over for the editor.
My impression of ’90s style was more minimal than the vibrant 80’s however, Fresh Prince of Bel-Air does not suggest otherwise. Camden Town and subsequently me were swept into Gangster Nirvana and rap styles. Blur as well as Oasis influence through Jeans T-shirts, hoodies, T-shirts and trainers. Sky TV were taking over the game and brands such as Criminal Damage were coming in.
The major game changer was the introduction Internet. It was dial-up but extremely slow in comparison to current standards. You were interrupted the moment someone rang the home phone. It opened up the world. I was experiencing conversions with international users on social media platforms such as bolt.com that was prior to Facebook.
At first, surf culture from the USA was catching my the forefront of my. It was a good thing that roller-blading while singing ‘woahhh body-form , for you was replaced by the baggy clothing and skateboards from LA. In the theory of things, NWA arguably introduced Californian Streetwear to the world in the latter half of the 80’s, however, it was still a niche and politically abrasive. I’d suggest that 1991’s Film Boyz in the Hood had a bigger impact on the world in addition to Snoop Dogg, Dr Dre and Eminem more popular street gang rap. The Hip Hop is the main driver behind low-slung jeans and baseball caps within the UK.
Honorable mentions for fashion go to bright windbreakers, Vans, Sketchers, Fila, Hush Puppies, Timberland and Doc Martens. Polo Ralph Lauren shirts, Big baggy MC Hammer pants, Reebok pumps. Tie Dye T-shirts and moon boots.