Streetwear: Is It Dead or Is It Thriving in Disguise?

Streetwear isn’t just a style—it’s a cultural phenomenon. To those who say streetwear’s days are numbered: think again. Fashion is a constant cycle of reinvention, and streetwear is no exception. It’s not about discarding the old—it’s about reimagining it for the future. A new era of streetwear is just beginning.

Whether your brand embodies streetwear, luxury fashion, or you’re simply intrigued by this pivotal shift in the industry, this article offers an in-depth look at streetwear’s evolution and its profound social impact. Dive in and explore the dawn of its new era.

The Fall of Streetwear

In late 2019, Virgil Abloh, the visionary designer behind Off-White, who passed away in 2021, made waves when he declared the end of streetwear in an interview with Dazed. "Its time will be up," he stated, sending shockwaves through the fashion world, where he was regarded as a pioneer of contemporary style. He later clarified to Vogue that streetwear wouldn’t disappear, but would instead continue to evolve.

Two years later, his prediction rings true: streetwear, as we knew it, is dead. It’s not that hoodies, sneakers, and T-shirts are out of style—they’ve simply been absorbed into high fashion. The boundary between streetwear and luxury fashion has blurred, creating a new norm where the two are indistinguishable.

As Demna, Balenciaga’s creative director, put it, “It has become the platform on which the whole system stands.” Streetwear has now fully merged with fashion itself. With fashion week approaching, many designers believe it’s time to move beyond the “streetwear” label and embrace this new era.

Streetwear, born in the '80s and '90s from skate, surf, hip-hop, and underground art, was a rebellion against an industry that didn’t reflect the creators’ values. There are battles between fashion creators and the origin of the word “streetwear”. “I’d like to have a conversation about why we ever called it ‘streetwear,’” said Rhuigi Villaseñor, founder of Rhude. Heron Preston, also critical of the term, agreed: “I was forced to use it as an entry into a culture, but I never really identified with it.” As the line between two different worlds are blurred, then many fashion enthusiasts and designers believe that it’s time to let go of the “streetwear” label.

Is it fashion or is it streetwear?

“People want to know the meaning of the clothes they buy: Is this for me?” says Valerie Steele of the Fashion Institute of Technology. But she notes that labels like streetwear and high fashion often marginalize designers, turning what was once a badge of difference into a restrictive box.

Kerby Jean-Raymond of Pyer Moss, the first Black American on the Paris couture schedule, aimed to escape being categorized as just a streetwear designer. Tremaine Emory of Denim Tears noted that the term "streetwear" often undermines creators, suggesting their work lacks artistry or pedigree.

Demna of Balenciaga sees it differently, stating, “It’s an integral part of fashion, here to stay.” For him, separating streetwear from high fashion highlights the industry’s dysfunction. After all, streetwear is simply clothing that serves people’s needs—a snapshot of the present, which is the very essence of fashion.

Virgil Abloh, an American fashion designer, has served as the creative director of Louis Vuitton's menswear since March 2018. Alongside his role at Louis Vuitton, he is the founder and CEO of Off-White, a streetwear brand established in 2013. Abloh’s streetwear shows blur the lines between streetwear and high fashion, drawing immense attention and becoming must-attend events where everyone aspires to own a piece of the collection. His collections often provoke the question: “Is it fashion, or is it streetwear?”

A look from the spring 2022 Off-White show, held in Paris.

The intersection between streetwear and luxury brands

As time goes by, many luxury fashion brands continuously engage with streetwear into their collections, which are making waves and leaving strong impacts to the lifestyles and fashion tastes of most young consumers.

For example, Kith teamed up with Italian luxury designer Giorgio Armani, Givenchy partnered with U.S. footwear brand Bogs, and Vivienne Westwood unveiled a rebellious collection with British skate brand Palace.

Giorgio Armani’s entry into streetwear marks a shift for the traditionally classic brand. Kith founder Ronnie Fieg announced the collaboration on Instagram, showcasing four tailored suit designs under "Kith & Giorgio Armani: The Archetype." Details are forthcoming.

Kith & Giorgio Armani: The Archetype.

Vivienne Westwood and Palace’s collection blends British activism with skate culture, featuring corsets, miniskirts, hoodies, denim sets, and archived prints. Accessories include teddy bear bags, horned beanies, and skateboards, offering a playful twist.

Meanwhile, Givenchy and Bogs released 100% waterproof work boots for Pre-Fall 2024, merging outdoor practicality with Parisian luxury. Their collaboration made the boots for more than just walking.

Givenchy collaborates with Bogs for a hardy exploration of modernity.

The cultural impacts

This important movement has served as a bridge between generations. Younger consumers are now connecting with traditional luxury brands, while older generations are embracing the relaxed and practical elements of streetwear. It’s a unifying force in fashion.

Today, the rise of luxury streetwear brands is not just their products, it’s also about the cultural shifts. Streetwear has long been celebrated for its democratic nature, championing diversity, authenticity, and self-expression. By incorporating streetwear into their collections, luxury brands have done more than elevate casual clothing—they’ve opened the doors to a more inclusive consumer base, embracing those who value both comfort and the power of individuality that streetwear represents.

The future demands products that are both customizable and environmentally conscious. For the younger generation, fashion is a powerful form of self-expression, and streetwear serves as a canvas for showcasing individuality while fueling their passion for style.

This synergy not only amplifies personal identity but also addresses sustainability by minimizing overproduction and reducing the carbon footprint associated with creating streetwear. It’s a win for both the planet and the people who wear it.

The future of streetwear

As time goes by, many luxury fashion brands increasingly integrate streetwear into their collections, blending casual aesthetics with high-end craftsmanship. The movement is not a passing trend but a fundamental shift. The lines between street style and haute couture will continue to blur, giving rise to new expressions of fashion that transcend traditional boundaries.

This fusion is reshaping the fashion landscape, making waves and leaving a profound impact on the lifestyles and tastes of young consumers. Streetwear’s influence extends beyond clothing, shaping how Gen Z and Millennials express their individuality, align with cultural movements, and embrace more inclusive definitions of style. The synergy between streetwear and luxury has not only democratized high fashion but also solidified streetwear’s role as a key driver of contemporary fashion trends.

How about the digital age in streetwear fashion? As AI continues to revolutionize industries worldwide, streetwear fashion is no exception. The integration of AI has become essential at every stage of the fashion business, from designing, manufacturing, sourcing, fitting and quality assessment. AI-driven data is increasingly shaping the fashion industry in both production and marketing strategies, ensuring a seamless harmonization of streetwear and aesthetic fashion in today’s dynamic market.

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