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Streetwear novelties have evolved over the years, multiplying the number of releases of new models and new collaborations. Two major players in street culture structure and influence this market. The first is the best known skateboard brand, Supreme. Founded by James Jebbia in 1994 in New York, this iconic brand has rapidly expanded its reach thanks to its creativity and revolutionary marketing strategy. First of all, the brand has built its entire operation around unique and extremely limited products with exclusive distribution in its shops around the world such as Paris, Tokyo, Los Angeles. What makes the strength of Supreme is the teasing and announcement of its products. The brand organizes only two collections per year, spring/summer and autumn/winter. The New York brand will first broadcast on its Instagram account some strong pieces and share with us the opening date of its website as well as the announcement of its Lookbook which will be relayed in the biggest media specialized in streetwear fashion such as Hypebeast or Complex. The lookbook is awaited like the messiah by the label's fans. Many influencers and community pages repost it with their comments on the strong pieces of each season. Palace, the famous London skateboard brand founded by Lev Tanju in 2009, has completely copied this strategy to offer us lookbooks directly on its website. In the manner of Supreme, Palace offers us its own limited pieces between colours and technical approach. This lookbook teasing system will be taken up by the biggest streetwear brands such as Aimé Léon Dore, a New York brand with a casual and elegant style. Similarly, Stussy will even use these codes to share its collections and reinterpretations of its wardrobe. You will have understood that the biggest streetwear brands rely on the lookbook teasing trend to stay in the minds of consumers and to amplify their notoriety.
The streetwear market has never stopped evolving and is now tending towards a pre-dominant trend: collaborations. Once again, Supreme sums up this concept perfectly with hundreds of collaborations, some of which are permanent, such as with The North Face or Stone Island. The New York label lets its creativity speak through the know-how of technical brands like The North Face and its down jackets or Parkas. Each season, the two brands revisit sherpa and winter pieces like the latest collaboration paying tribute to the Statue of Liberty. Similarly in 2019 we saw a beautiful The North Face Paper Print Nuptse Jacket with an original crumpled paper pattern. Stone Island, an Italian brand that is a reference in the casual and streetwear world, also offered us a magnificent capsule collection in 2017 with hoodies, down jackets and parka with a floral and very colourful pattern. Supreme The brand does not hesitate to propose surprising collaborations such as its next partnership with the Oreo biscuit brand. The skateboard brand Palace has decided to collaborate with Adidas for its capsule collections. So in November 2019, Palace has teamed up with Turin's Juventus club to offer us a unique and never before seen collaboration. As the first skate brand to be featured on the shirts of a football team, the London-based brand has given itself unprecedented media exposure. Worn by Cristiano Ronaldo and Dybala, the Juve and Palace coloured shirt was a hit with football fans and fashionistas alike. Nike also proposed a very nice collaboration with the founder of the house Off-White Virgil Abloh on the theme of football. Called Football Mon Amour, this capsule collection consists of a beautiful chequered hoodie and numerous textile pieces with a pair of footballs released exclusively in Paris. Powered by a world-famous ambassador in Kylian Mbappé, this collection has managed to seduce football lovers. Finally we can mention the very successful collaboration between Jordan Brand and the American rapper Travis Scott. A textile line was created to accompany the beautiful Jordan 6 Travis Scott. Playing with suede, hoodies, T-shirts and shorts were available in olive, grey and black. Streetwear brands have understood the importance of merging their universe with other brands in order to sell more and make a name for themselves. In a market that is becoming increasingly competitive, it is essential to continue to exist in the spotlight.
In line with the increase in the number of releases, brands are innovating in the distribution of their products. Nike For example, the Nike SB Dunk Low Paris application is now offering exclusive drop-offs in specific locations. Named Stash, we recently saw an early drop of the Air Jordan 1 Low ParisTo do so, you had to be in front of the future Nike House of Innovation building on the Champs Elysées to have the chance to buy the pair. In this dynamic of putting sharing and exchange back at the centre of their strategy, Nike is setting up Sneakers Passes for the chance to buy limited pairs in unique places with an immersive experience. Supreme and Palace have democratized weekly drops of limited items. Every Thursday for Supreme and Friday for Palace, customers flock to the website and to the brands' shops to try to buy a piece from the collections. Thus, at noon each week, fans of both brands wait patiently for the release of new items. The most famous example is the logo box from Supreme, which attracts thousands of people wanting to own this iconic piece to the point of saturating the New York brand's website. Similarly, the site Off-White and Travis Scott set up surprise drops at random times, more commonly known as shock drops. For example, the Houston rapper most often distributes his exclusive collections in the form of shock drops with an extremely short time frame. Recently we saw a special Nike SB x Cactus Jack collection that complements the beautiful Nike SB Dunk Low Travis Scott. Off-White This type of distribution is used for its products in collaboration with Nike. Finally, brands are increasingly trying to offer unique experiences through pop-up stores, such as BAPE with its event in Saint Tropez or even the techwear brand Alyx during Fashion Week 2020. Brands want to reconnect with their community and get closer to their consumers. And to differentiate themselves, they do not hesitate to redouble their imagination by setting up innovative operations such as the treasure hunt organised by Nike in Paris on the theme of basketball.
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