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Streetwear is an industry term that was used to describe clothes that were non-designer and worn everyday on the, you guessed it, streets. It largely centered around skateboarding culture, particularly in California, and urban environments across the U.S. The silhouettes were long and loose, and the styles largely consisted of affordable graphic tees, hoodies, bucket hats, caps, sneakers, and certain types of denim. Think workwear, but more fun. Basically, they were things that dudes just wanted to wear all day.
The genius in streetwear, however, is how collections and particularly covetable grails were released. The quantities produced were so limited, thus instigating demand and, as a result, hype around all their drops. Wearing an item showed others in the know that you won; you were able to get your hands on something elusive that many of your peers also coveted. It’s a practice that has made a brand like Supreme a billion-dollar company.
Streetwear has become a force unlike any other. And no matter how many times critics have sounded the death knell, the style, as with those lines down Spring Street, has grown every year. So we might as well embrace it. Below, the 25 streetwear brand that aren’t going anywhere anytime soon.
A BATHING APE
From Pharrell to Drake to Robin Williams (yup, that one), some of our favorite dudes have been huge fans of A Bathing Ape. They, however, call it Bape, for short, and understand how the Japanese label has consistently offered the sleekest, coolest, most eye-catching graphics since 1993. Its pink camo tees and Bapesta sneakers—a not-so-subtle riff on the Air Foce 1—are perennial best sellers.
AIMÉ LEON DORE
Queens native Teddy Santis launched Aimé Leon Dore in 2014 and after a few crucial cosigns early on, the label’s gone from success to success to (yep) another success. No brand does elevated streetwear quite like ALD: Santis infuses each collection with a retro nostalgia that consistently feels fresh by filtering his singular take on throwback style through extremely specific cultural touchstones that somehow always look like something new.
AWAKE NY
Ditto Angelo Baque, who left a longtime gig as Supreme’s brand director to launch Awake NY, his own collection of clothing that makes full use of his streetwise sensibility and signature eye for standout graphics.
BRAIN DEAD
Kyle Ng launched Brain Dead as a creative collective of artists and designers from around the world. Since then, Brain Dead has become one of the hottest labels in town, collaborating with a who’s who of big names—including A.P.C., Carhartt, and The North Face—on highly covetable pieces that incorporate the brand’s signature doodling and scribbled graphics.
CARHARTT WIP
From durable apparel to outdoor gear, Carhartt isn’t the first label one thinks of when it comes to streetwear. But its loose wares and selection of beanies greatly appealed to skateboarders, eventually being adopted into streetwear culture with open arms. Capitalizing on this, the label created Carhartt WIP, which dives deeper into skating style with baseball caps and sleeker fits.
SHOP CARHARTT WIP SHOP MR PORTER
CACTUS PLANT FLEA MARKET
The secret to seemingly any successful collaboration over the last few years? Partner with Cactus Plant Flea Market (lather, rinse, repeat). The intentionally enigmatic label founded by Cynthia Lu in 2015 has lent its signature DIY typography and smiley face motif to collaborations with Nike (pictured here), and just about every other major player in the streetwear space, and represents a notable standout run by a WOC in a mostly male-dominated segment of the fashion world.
FUBU
Hip-hop culture at large were devotees of Fubu—a.k.a., For Us, By Us. Founded by Daymond John (Shark Tank fans know what’s up) in 1992, the label set out to bolster the awareness of supporting black-owned businesses, and instantly caught the attention of LL Cool J. The rapper would rock the brand’s brightly colored, often oversized collections that featured its unmissable logo, inspiring a whole generation to follow suit. Admittedly, the brand has faltered since its heyday in the ’90s, but it is looking to climb back up the proverbial ladder with its 2020 relaunch.
HERON PRESTON
Along with Louis Vuitton’s Virgil Abloh and Givenchy’s Matthew Williams, Heron Preston is a Yeezy protégé and one-third of fashion and music collective Been Trill. His eponymous brand has received attention for its border-pushing silhouettes, construction gear-adjacent hardware, and utility fabrics, especially the now-signature use of bright orange.
KITH
Like we said, Kith often features lines outside its storefronts, amassing crowds that come for the choicest collabs between the retailer and a wide range of names and companies, from artists and architects to some of the brands on this list to Bugaboo strollers. Its founder, Ronnie Fieg, has effectively become a superstar in the streetwear genre, and he has parlayed this notoriety and knowhow into Kith’s private label collection.
NOAH
Supreme’s success is due in no small part to the extremely talented people it hires. Brendon Babenzian worked at Supreme for over a decade as design director before relaunching his own brand, Noah—a slightly preppier take on the freewheeling skater aesthetic he helped make a look in the first place.
PALACE
The cheeky, subversive label started by Lev Tanju in 2009 quickly emerged as a spiritual successor to Supreme (the brand’s U.S. stores were some of Palace’s first stockists stateside), but it brings a decidedly British take on skate culture that’s all its own. At this point, Palace’s omnipresent tri-ferg logo is one of the most recognizable cool-kid signifiers around.
POLO SPORT
In 1991, Ralph Lauren introduced the Polo Sport line, which was inspired by vintage images of track-and-field athletes. It featured an array of vibrant fits with sports symbols and graphics, and was adopted by street culture almost immediately. Images like the P-wing logo have become iconic in their own right.
STÜSSY
No conversation on the contemporary streetwear scene would be complete without paying tribute to Stüssy, the OG label Shawn Stussy started on the West Coast in the ’80s (James Jebbia cut his teeth working at the brand’s NYC storefront before launching his own). Although Stussy, the man, is no longer involved with Stüssy, the brand, the label’s offerings, including its selection of camp-collar shirts, consistently still slap.
SUPREME
What more is there to left to say about Supreme, the small skate label James Jebbia founded in 1994 that scored a billion dollar valuation a few years ago, upending almost every aspect of how the fashion industry operates in the process? Ever since the brand opened its iconic shop on Lafayette Street (RIP), it’s basically been Supreme’s world. We’re all just living in it.
SHOP SUPREME SHOP FARFETCH SHOP STOCKX
WTAPS
WTAPS is as killer as it gets. The Japanese label is pronounced “double taps,” which is a military term for a kill shot. Not only that, but the brand’s collections are military-inspired: cargo pants and army green tops are in abundance, but all with a streetwise edge.
BILLIONAIRE BOYS CLUB
Founded by Pharrell and Nigo in 2003, Billionaire Boys Club is ladened with fashion, music, design, and culture influences. They formed other brands underneath the mothership of BBC—ICECREAM, Bee Line, and Billion Girls Club—all with the motto, “Wealth is of the heart and mind. Not the pocket.”
OFF-WHITE
The brainchild of legendary Virgil Abloh, Off-White revolutionized luxury streetwear. Abloh set out with the mission to showcase the talent and brilliance underrepresented to the world, and nine years later achieved just that and more. Today, Off-White continues to push boundaries with innovative design.
SHOP OFF-WHITE SHOP FARFETCH SHOP SAKS SHOP NORDSTROM
GOLDEN GOOSE
For a skating take on streetwear, we turn to Golden Goose, an Italian luxury lifestyle fashion brand that brings pops of glamour to urban style. Known for its star side-embellished sneakers, Golden Goose has expanded into clothing, accessories, and fragrance. From the streets of Milan to Los Angeles skate parks, the brand brings cultures together through the stories it products tell.
SHOP GOLDEN GOOSE SHOP MR PORTER SHOP NORDSTROM
REPRESENT
What began as a college project over ten years ago has since become a high-end fashion label 0f graphic-printed clothing. The brand’s “Owner’s Club” and “247” collections are two of its most popular, featuring an assortment of sweatshirts, T-shirts, and long-sleeves.
KAPPA
Kappa produces affordable apparel, footwear, and accessories for sport and leisure, rooted in Italian technology and influences. Founded in 1967, Kappa has created a modern fusion of streetwear blended from athletic heritage and style. Think of it as performance streetwear.
SHOP KAPPA SHOP NORDSTROM SHOP SAKS
ANTI SOCIAL SOCIAL CLUB
Specializing in wearable art and collectibles, you probably have had Anti Social Social Club on your radar since its inception in 2014. Lately, ASSC has been on a run of collaborations, with the latest being one with True Religion and Rich the Kid dropping December 2, 2023.
SHOP ASSCSHOP FARFETCHSHOP URBAN OUTFITTERS
PYER MOSS
In 2013, Kerby Jean-Raymond set out to build a brand with a narrative that speaks on heritage and activism. Thus, Pyer Moss was born. While the brand itself puts on runways of cutting-edge fashion, it also teams up with other brands to form one-of-a-kind pieces (as seen by its recent work with Canada Goose).
SHOP PYER MOSS SHOP SSENSE SHOP CANADA GOOSE
KSUBI
This Australian label has a global cult-like following, particularly due to its signature denim. The deliberate distressing and raw finishes are central in design, and the brand has celebrity fans and collaborators alike.
SHOP KSUBI SHOP NORDSTROM SHOP SAKS
RTA
RTA is centered around the belief that clothing should be used as a form of expression. From its graphic printing t0 its creative leather cuts, the brand produces streetwear with chic undertones. And for what RTA stands for? “Road To Awe.”
SHOP RTA SHOP SAKS SHOP SSENSE
ADIDAS/NEW BALANCE/NIKE
The real winners from the explosive popularity streetwear’s enjoyed over the last few years? Sportswear giants like Adidas, New Balance, Nike, and the many, many others that have benefitted from the movement’s sudden cool by borrowing some of its design chops, often in the form of sold-out collaborative collections.
SHOP ADIDAS SHOP NEW BALANCE SHOP NIKE
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