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For as long as it has existed, fashion has always been about more than just clothes. Historically, from antiquity to the present day, the clothes we wear are not just a matter of fashion but of identity. In their time, Roman, Egyptian and Greek civilizations used clothing to distinguish the different social classes of citizens. From the choice of colours to the choice of materials and the way they are worn, all criteria are good for identifying a person and their style. As a true social instrument, clothing transcends its status as an object. It is thanks to this that professions such as sewing, design or art direction exist.

In the era of the dynasties, fashion was defined for years by the craftsmen and women who made clothes for kings, queens and noblemen all over the world. It was during this period that the word fashion as we know it entered the vernacular.Despite the near disappearance of kings and queens and political changes, fashion remained. Over the years,fashion designers have become brands and houses renowned for their expertise. The designers and artistic directors of these great brands have become the emperors of style. From Yves Saint-Laurent and Karl Lagerfeld in their heyday to Virgil Abloh and Kanye West today, these names set the trends of today and tomorrow. Adapting to the social climate, they are the new aesthetic and stylistic spokespeople of our time. Even more so today, each movement, each community has its own look, its own identity and its own codes.


One of themost influential movementstoday is streetwear. Considered as a subculture at the beginning, the movement has its origins in the United States in the 1980s. Divided between the East Coast of New York streets and the West Coast of Californian beaches, this culture is the result of various influences. This urban spirit can be found in the codes ofthegangs on the one hand, but also those of the skaters/surfers. Developing in parallel with the fashion industry dominated by the wealthy and the luxury houses, this lifestyle is above all that of ordinary people. This movement expresses itself in a very creative way in different artistic fields: from graffiti to fashion to music. Appropriation and customization are the key words. Hip-hop and streetwear cultures are put forward by different personalities who are more and more talked about like the Beasties Boys or later the group N.W.A. Without forgetting sports, especially basketball and all the craze around the GOAT, the one who is nicknamed Air Jordanpopular thanks to its sports performances but also thanks to its signature shoes such as the Air Jordan 1 which will also be available in a Air Jordan 1 Mid. It will become the most iconic pair in the history of the sneakers

Despite the boycott of the big brands of ready-to-wear and luxury, the artists of this culture do not hesitate to show themselves wearing expensive or fashionable pieces. More and more popular with young people, this trend transcends its status of subculture to the point of becoming a new artistic trend. In cinema with directors like Spike Lee, in music with rappers like Tupac, Biggie or Dr Dre, authenticity and controversy fuel the popularity of this new wave. With such a great explosion that it crosses borders to the point of establishing itself in almost every country in the world. In France, in the 90s, groups like NTM or IAM were born and took over the news. Specialized stores started to appear in the four corners of the world. It is at this time that brands like Supremecreated by James Jebbia appear. The sports equipment manufacturers, Nike Adidas, Champion or even New Balance are more and more worn in the street. Symbol of this movement, the basketball player Michael Jordan and his partnership with Nike, giving birth to the mythical Jordan Brand.


Still subject to many clichés and judgements, the street movement is now a mainstream phenomenon. Music artists such as Travis Scott and Booba are topping the charts, and once-specialised brands have become industry giants. In the fashion industry, streetwear has become the major influence on the collections of the last ten years. The biggest luxury brands do not hesitatet to collaborate with artists or other streetwear brands. For example, Chanel and Pharrell Williams or Swarovski and Supreme more recently. Louis-Vuitton even goes so far as to name Virgil Abloha pure product of urban culture, as artistic director of the men's collection. From Balenciaga to Gucci to Dior, all the luxury houses have developed their own models of sneakers.

This effervescence also allows young brandshalfway between luxury and streetwear such as Off-White orFear of God to emerge and become more and more influential. Streetwear ist a movement in constant evolution.Following the needs andtrends, this style develops its own codes and a unique identity. Once considered as a subculture, this trend has emancipated itself to become "The Culture".


The late 1990s and early 2000s saw the birth of some of the most influential brands in the history of urban fashion. These include Supreme, New York label founded in 1994 by James Jebbia. Initially stamped skate and intended for riders, the label quickly seduced a much wider public, on the basis of qualitative products with a singular aesthetic, references honouring counter-cultures and a subversive spirit setting up the diversion as an art. A prolific collaborator, who can just as easily team up with an underground artist as with a sportswear giant like Nike, Supreme has become a phenomenon on the fashion planet by joining forces with Louis Vuitton in 2017, becoming a symbol of the hype. At the same time, on the other side of the Pacific, Tomoaki Nagao aka Nigo launches A Bathing Ape, more commonly known as BAPE. Inspired by the aesthetics of the Planet of the Apes saga , the Tokyo-based brand quickly seduced young Japanese thanks to drops of t-shits in limited edition with emblematic designs such as the Bape Camo, Baby Milo or the Shark Hoodie. Its success even went beyond the borders of the archipelago and even fascinated artists from the American hip-hop scene. Kanye West, Pharrell Williams, Lil Wayne and Soulja Boy spearheaded Bape's international expansion, notably through Bapesta. The bootleg of the iconic Air Force will stand out thanks to its premium design, bright colour palette and patent leather upper. Today, A Bathing Ape has succeeded in democratizing Japanese streetwear around the world. 


It all started in the early 80's, when New York rap groups such as Run-DMC introduced the B-Boy style by reappropriating Adidas tracksuits, originally designed for outdoor sports. 40 years later, the tracksuit has become a must-have for men and women. At the same time, the Bucket Hat made its appearance. Nicknamed "Bob" in France, the functional hat was originally used by fishermen. But LL Cool J, a successful rapper, popularised the accessory, particularly those of the Kangol brand. At the same time, the pop-rock movement spread throughout the world and one brand fascinated all young people: Levi's. Its jeans were a resounding success and even became the symbol of American style. Oversized or skinny, jeans come in all shapes and sizes. 


In general, there are no definite rules to dressing well in streetwear but there are a few tips to follow to have the best style. The first tip would be to not always follow fashion but to let your creative spirit take over and look for unique pieces, especially second hand vintage clothes. Our second tip would be to follow the consistency of brands in your outfit; Example: "I wear a pair of Yeezy Slide with Nike socks and I don't mind". Although the founder of Yeezy (Kanye West) himself did not follow this rule of consistency, the most seasoned fashionistas will accuse you of "fashion faux-pas"! So be careful about mixing logos of your favourite brands. Instead, opt for minimalist pieces that can accompany your branded clothes with softness and sobriety. Today's trend is for colour blocks, a fashion technique that consists of playing on contrasts and banishing large prints. 


Today, Supreme is a master in the art of the T-shirt. With its emblematic Box Logo, its references to pop culture and its innovative collaborations, the New York brand has managed to reinvent itself over the years. Its pieces have become streetwear essentials, notably thanks to the success of its Box Logo Hoodie. Over the years, hoodies have become the favourite piece of our wardrobe. Sober or coloured, they are generally made of a 100% cotton base. In September 2021, Kanye West will revolutionise the hoodie with his collaboration with Gap on the Perfect Hoodie. Without logos, the jumper has an oversized cut with a slightly crop effect and a boxy silhouette that Ye is particularly fond of. It stands out thanks to its careful manufacture in doubled cotton for a heavy weight and exceptional quality. Available in a variety of colours, the Yeezy Gap Perfect Hoodie is the ideal garment to combine comfort and style! 


Traditionally, jogging suits were designed for sports (such as sneakers), but their comfort and functionality have taken them beyond the running track and into today's top fashion shows. Often in a cotton base, jogging suits are more fashionable than ever. Often available in grey or black, the comfortable trousers are enjoying a revival among fashion lovers thanks to the renewed popularity of the piece via influential celebrities such as Kanye West, Kim Kardashian and Kylie Jenner who are reinventing the cozywear movement. Since the confinement, the trend is towards comfort and relaxation with loose fitting clothes that accompany us in our daily tasks. But streetwear is also about tougher clothes, especially those inspired by workwear. These "work clothes" were originally used on building sites or in military camps, as can be seen in the collection Nike Travis Scott. The brand Carhartt is the perfect example. Its iconic Detroit Jacket and Cargo Pants have been revived since 2021. 


The most important piece of your outfit! Whether you wear them with cargo pants, jeans or jogging pants, trainers remain the most important element for all lovers of sneakers. Sober or coloured, it is up to them to finalise your most beautiful outfits, so choose them carefully. To do this, you need to determine which style of shoes would go with your clothing style, taking into account comfort, fit and durability. Collaboration Nike Off-White or consumer edition, the pair of sneakers can also be used for matching. This technique is based on the colour matching between your clothes and the pair. 

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