In this episode, Ryan Babenzien, founder of Greats, argues that streetwear as we knew it, embodying a rebellious, accessible spirit, no longer exists. He contends that luxury fashion's adoption of streetwear aesthetics has diluted its original meaning, blurring the lines between subculture and mainstream. This episode is crucial for brands seeking to understand how fashion trends evolve, become commercialized, and ultimately transform, offering lessons on maintaining brand identity amidst shifting consumer landscapes.
Key takeaways
Streetwear's original essence was accessibility and a rebellious spirit, democratizing luxury aesthetics for a broader audience.
The co-option of streetwear by high fashion has led to its 'demise' as an authentic subculture, transforming it into a mainstream trend that lacks its initial identity.
Brands need to recognize the lifecycle of trends, understanding that once a subculture hits the mainstream and luxury runways, its original meaning and market appeal can fundamentally change.
Authenticity and brand storytelling become paramount when a once-niche trend becomes ubiquitous; brands must find new ways to connect with consumers beyond fleeting styles.
The future of fashion lies beyond current 'streetwear' iterations, with new trends needing to emerge to capture the rebellious and accessible spirit that defined early streetwear.
The democratization of fashion, while broadening access, can also dilute a trend's origins and core values.
Ryan Babenzien, the founder and CEO of Greats, has a long history with sneakers and streetwear. When he was growing up, streetwear was a type of fashion that celebrated the rebellious spirit of 1980s youth; it pulled inspiration from luxury brands and flipped them into styles the majority could afford. Nowadays, streetwear has moved up and onto major runways, and for Babenzien, it has morphed into something that can no longer be defined by the same term. On the first episode of our limited series, Glossy Trend Watch: Streetwear Edition, fashion reporter Danny Parisi sits down with Babenzien to to discuss the evolution of streetwear, including the reason he believes it's now dead.
Streetwear's original essence was accessibility and a rebellious spirit, democratizing luxury aesthetics for a broader audience.
What does this episode say about dtc strategy?
The co-option of streetwear by high fashion has led to its 'demise' as an authentic subculture, transforming it into a mainstream trend that lacks its initial identity.
What does this episode say about brand & content?
Brands need to recognize the lifecycle of trends, understanding that once a subculture hits the mainstream and luxury runways, its original meaning and market appeal can fundamentally change.
What does this episode say about brand & content?
Authenticity and brand storytelling become paramount when a once-niche trend becomes ubiquitous; brands must find new ways to connect with consumers beyond fleeting styles.
What does this episode say about brand & content?
The future of fashion lies beyond current 'streetwear' iterations, with new trends needing to emerge to capture the rebellious and accessible spirit that defined early streetwear.
