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Street runs and six layer underwear, from our devices to yours ΰͺββ΄
MΓRNING. For this weekβs Screen Share, our Senior Strategist Ede takes us through all the ins, outs, ups and downs of her latest scrollβ¦
STREETWEAR BELONGS TO THE STREETS
Weβve all heard the claims that streetwear is lost, stale, dead. But the queues at Manchester's Stussy archive sale this weekend suggest otherwise.Β
Streetwear fans show up time and time again, proving that they will queue (and more) for anything with their favourite brand logo on it. Just look at the streets of Soho on any given weekend. From established brands to those emerging on the scene, classic streetwear hype tactics are continually reused and recycled, and audiences donβt seem to be bored at all.Β
Whether itβs a chance to see your favourite streetwear βcult-leaderβ up close, or a third-space activity that facilitates direct connection to the brand or a chance to win product. For the next generation, the streets offer so much more than the infamous and uninspiring drop culture of years past. Grassroots brands are bringing a fresh mentality, as Corteiz taught us - there are no rules, letβs just try shit.
Whatβs clear is that the best of streetwear today may have different subcultural pretences, audiences and product offerings than before, but it's far from being dead. For example, the latest streetwear craze and new social currency of the scene, running.
The sport has reached fever pitch, with diverse new run crews cropping up across the globe. The sport now sits at the epicentre of streetwear, taking over the conversation the same way luxury fashion once did and skate culture before that. With numerous brands with no previous relation to the sport now creating their own run clubs and merch.
Iβm sure running fever will stick around till the next IT sport takes over, could volleyball be next?β¦Β
A UNIFORMED EXISTENCE
As the likes of Miu Miu and Prada experience golden eras, uniform culture is on the rise. Running parallel to this is the resurgence of swag culture, and growing consumer interest in the quality and curation of their garments, and so the simplicity of discovering your key, everyday styles feels all the more important.
Brands and designers are putting a lot of time and effort into creating full looks that can become a part of their audiencesβ daily uniform rotation. Cue the ever growing fascination with designing the βperfect hoodie and pantsβ, with brands like Seventh Stores earning their place at the top of many fashionistaβs wish lists.
Whether itβs Akimbo Clubβs heavy weight plain tees, Entire Studios layers or IDA hoodies, elevated basics are everywhere, with fit and styling being the key to signalling your status. Spencer Baduβs latest SS24 collection redefined the very notion of the modern βyou-niformβ, and weβve also seen this idea be explored creatively through contemporary campaign storytelling by brands like Past Down.Β
One thingβs for sure, that iconic image of Mohammed Ali in his sweats is definitely still pinned up on many a mood board, and isnβt showing signs of going anywhere.Β
NEW LEGACIES
2024 is arguably the year of the archive. Everyone seems to be craving nostalgia and the glow of a simpler past. Note how Puma recently reclaimed their space in the sneakers conversation by unlocking the many treasures of their extensive archive. Or Nikeβs recent reinvention of the iconic Nike Airmax, the Airmax DN. Paired with a social smart rollout, the shoe successfully reignited sneaker fans with the brandβs future vision.
But what seems to have hit a new level is the population of new legacy. Thatβs right, I'm coining βnew legacyβ simply as βgiving a new face and space to old legacy.β A perfect example is Simon Wheatleyβs recent collaboration with Corteiz, where he shot emerging artist Ayrtn, replicating the iconic Crazy Titch image from his book: Don't Call Me Urban! The Time of Grime, wearing the new Corteiz jacket featuring the exact same image. Is it inception, or new legacy?
Timberlands have also re-risen to the top, led by Veneda Carterβs contemporary re-imagining of the legacy 6β boot, which brought new legacy to the brandβs heritage focused narrative. Even newer players like footwear brand Clints Inc celebrated their journey with an archive sale of all top styles this weekend. Itβs only been four years, but new legacy is a narrative that the people help decide and validate.
For heritage brands in particular, experimenting with creating new legacies via product and storytelling can help brands resonate with increasingly well researched audiences that love to look back as much as they do forward.
UNDERWEAR GOES OUT OUT
Everyone remembers layering and its moment in 2023, well now, itβs less about over layering and more about stripping back, literally. Outerwear underwear seems to now be a thing. And a thing that can make a lot of money.
This is a trend Iβm seeing a lot over the gram and it seems to be one level up from girls purposefully styling over exaggerated boxers to well, six times that.
Aka Asap Rockyβs 6 layer pants he sported at this yearβs Coachella
which are now being sold for $1000. And on the topic of overpriced jeans, cue the Jordanluca pee stained jeansβ¦ letβs not even go there.
Stylists like Veneda Carter seem to be making a thing out of outerwear underwear, and we all know how people like to follow her steeze. So maybe the old saying less is more really is having a moment, Aries latest campaign would definitely say so.
MOVEMENT DIRECTIONΒ
Movement direction used to be reserved for Britney Spears choreography or Hollywood BTS. But recently weβre really starting to see both movement as a form of art, and those that work in the field really get their flowers.Β
On Running this week announced snapping FKA Twigs as their first non-professional athlete ambassador since it launched in 2010. This definitely signifies some change coming within the intersection of sport, movement and creative.
Amongst campaigns from Versace to Charlie Constantinou, well thought out movement seems to be crucial to landing successful storytelling.Β
In a world where we are all content creators, itβs accounts like @_magda_ , who incorporate unique movement into their grid that manage to capture even the most seasoned scrollerβs attention.
Until our next scroll readers!