As shown in our article The Influence of Streetwear, streetwear was nothing novel in the 2010s. However, when it comes to fashion trends, many would agree that the 2010's was composed of a variety of subcultures from Generation X, Y, and Z that meshed together to form both new and nostalgic styles:
Sneakers, streetwear, and luxury fashion that once were in distinct categories have been combined seamlessly into an inseparable community. The exclusivity of drops and limited stock makes its buyers feel true glee when they can successfully obtain and show off their new goods. Official and unofficial celebrity endorsements of brands such as adidas’ Yeezy, Nike’s Air Jordan, and Supremes’ Box Logo became incredibly powerful marketing devices that helped bring needed attention and money to the classic streetwear industry.
As the 2010's becomes a decade of fond memories and cringe throwbacks, Baza Bazaar seeks to look at some of the largest Streetwear News Stories of the last decade to see how far we've come and the future that we have before us.
Same Audience; Different Crowd
When streetwear became to evolve/adapt for the hip hop culture, a new found appreciation for the brand Supreme could be shared by both skateboarders and the hip hop community. As musical groups such as Odd Future grew in their musical acclaim, so did brands like Supreme who saw a lucrative opportunity for marketing as these musical acts were introducing these lines to their audiences. This heightened Supreme’s following not just within the Los Angeles area but abroad. Without Odd Future, Supreme might not have attained its global presence as the de facto face of streetwear that it has reached throughout the years or brought other streetwear brands such as Bape and Kith to light.
Fashion Brand Kith Founded
On November 11, 2011, Ronnie Fieg opened up his own apparel and footwear boutique store called ‘Kith NYC’. Since then, Fieg and others have grown Kith into an apparel and footwear empire with collaborations with ranging from traditional fashion brands such as Versace and Nike to non-traditional fashion brands such as Coca-Cola and Disney. Offering a mixture of a multifunctional lifestyle brand for men, women, and children, for many younger sneakerheads, Ronnie Fieg and Kith served as an easy transition into learning the nuances of sneaker culture.
Going Back to the Future: The Nike Mag
Originally servicing as a humble prop in ‘Back to the Future Part II’, the original ‘powerlace’ shoe garnered high levels of nostalgia when Nike sought to produce 1500 pairs of this show in mid 2011. With these shoes going straight to action with its proceeds going to the Michael J. Fox. Foundation, this special pair of shoes are considered (and will always be considered) to be one of the all-time sneaker grails. The design and conceptual representation of this shoe will later inspire the HyperAdapt 1.0 in 2016.
From Restrained Leather to Knitted Textiles
With champions such as Michael Phelps and Usain Bolt stealing the show in the London 2012 Olympics, Nike had also arrived with Flyknit. Serving as its latest and most innovative textile yet, this fabric would go on to be defined as the new standard for comfort; this new level of comfort was great enough that this design was imitated in many other contemporary sneaker lines such as adidas’ Primeknit, Reebok’s Ultraknit, and many more)! Originally gifted to Nike athletes with a proudly-stitched ‘USA’ on the shoe’s tongue, past Nike leadership notes:
‘Flyknit was a paradigm shift. It changed the way performance footwear was designed, produced, and worn… Not only has it allowed for the creation of one of the lightest, most form-fitting performance shoes ever, but it is also a manufacturing technique that reduces waste.’
- Tony Bignell, Nike's VP of Footwear Innovation
Founded in 2012 Milan as ‘OFF-WHITE c/o VIRGIL ABOH’, Off-White has grown to become one of the most iconic streetwear brands of the 2010’s. Although in 2020, this brand’s popularity isn’t new, this brand’s reach and influence has reached astronomic levels. With ‘everything in quotes’ as its guiding principle, clothing with these chunky quotation marks is beloved by rich teenagers around the world and by GOAT rappers such as Drake and Kendrick Lamar. Streetwear fashion wouldn’t exist in its same capacity today without the contributions of this highly iconic company.
Invasion of the Paris Fashion Week
Historically, traditional fashionistas from nearly a decade ago would never have associated rubber-soled shoes with luxury, let alone as its own subcategory within the world of capital-F Fashion outside of some exceptions. However, within the 2013-2014 season, a paradigm shift was seen with redesigns of the adidas Ozweego, and the Nike Air Force 1 by Ricardo Tisci.In the following years, luxury brands such as Dior, Balenciaga, and Louis Vuitton saw the lucrative nature of fashionable sneakers and began to create their own interpretations for both the streets and the catwalks of the annual Paris Fashion Week. With the announcement of collaborations such as Prada x adidas and Dior x Jordan in the same year, the number of offerings of luxury footwear has never been higher as high-end trainers begin to demand respect from establish its own niche within traditional fashion.
Jogger Pants = Default
Coming fresh off the heels of the practice of pin-rolling, in 2014, it seemed as if every streetwear and fashion brand was creating its own interpretation of modestly-tight sweatpants with a ribbed ankle. No longer did the average hypebeast have to shorten or otherwise compromise their outfit through continuously refolding and readjusting their bottoms. With entries from more common fashion brands such as Zara and H&M to high end exclusives such as Balmain, establishing sneakers as the centerpiece of your outfit has never been easier.
Landing on Cushioned Feet: Adidas Boost
Released under the tag ‘the greatest running shoe ever’, the Energy Boost served as the first Boost model to hit the shelves internationally. However, it was when the Boost model that was released with adidas’ Primeknit cover (deemed the UltraBoost) that was released later on that year that went to further legitimize the then growing fad of ‘athleisure’ in health and wellness. As this shoe line grew and matured into a variety of colorways, collaborations, and upgrades, adidas has managed to continuously maintain the attention of curious sneakerheads, release after release.
Yeezy wants Yeezys:
Seen by many to be one of the most powerful celebrity voices within the industry, Kanye West’s Yeezy footwear line may be adidas’ single most important collaborative effort and partner. Since he’s signed with adidas in 2015 (after having brief stints with Nike and A Bathing Ape), the numerous variations on Yeezy’s line will often serve as the center of the conversation at any streetwear gathering. Due to their high price and limited exclusivity in previous years on the secondary market, these items along with the Supreme BOGO line are seen as among the biggest status symbols in the streetwear world. Lately, these previously difficult-to-access shoes have seen numerous re-releases such as the Yeezy Boost 350 V2, fulfilling West’s promise of ‘Eventually everybody who wants to get Yeezys will get Yeezys’.
Auto-Lacing at the Push of a Button:
Made famous in 1989’s Back to the Future Part II, auto-lacing technology didn’t seem to be on anyone’s mind within the 2010’s. However, due to the innovative work of Tinker Hatfield, Nike designer, the HyperAdapt 1.0 would beg otherwise. Seen as the first commercially available sneaker with auto-lacing technology at the push of a button, the relatively low price of the HyperAdapt system proved that 2016 was the year that sneakers could have the capacity to be more: More functional and more futuristic while still maintaining the same level of fashionable astute. This iteration spawned for a new, Bluetooth-enabled variant that was released in early 2019.
‘The Ten’ Sneaker Collection
Arguable considered to be one of the largest sneaker release events of the decade, Virgil Abloh’s ‘The Ten’ collaboration with Nike in November 2017 served to reimagine a total of 10 sneakers from Nike, Converse, and the Jordan line. After being given full creative license to modify the iconic silhouette’s and layouts of these iconic sneakers, products spanning from the 1973 Blazer to the 2017 VaporMax were deconstructed and modified to further break from the apparent monotony that can exist while scrolling through sneakers. These shoes sold out immediately on all platforms online and are often resold for higher multipliers than the original shoes that they are based on. Although there were some additional releases along this line, Nike and Abloh ended this particular collaboration in December 2018 after being highly idolized by critics and common folk alike.
Streetwear x Brand Activism
Nike broke the internet in September 2018 when they unveiled Colin Kaepernick as one of the faces of the ‘Just Do It’ campaign. Still seen as a controversial figure within the United States, an idealistic phase of moving towards individuality to the collective started to popup during the year. In addition, 2018 saw collaboration between Supreme and Richard Prince on an anti-President Trump shirt that donated its profits to the Downtown for Democracy, a political action committee. During Balenciaga’s FW18 show, they too also showcased a collection with the World Food Programme, with donations going to its namesakes. Regardless of how sincere these companies view this wave of brand activism, it still serves as the first meaningful effort within years to get the fashion industry involved with external political matters, perhaps serving as a preview for things to come in the 2020’s.
Streetwear Idealism in Traditional Fashion
Following the addition of popular streetwear ideals in shows such as the London Fashion Week, the Milan Fashion Week, the Arab Fashion Week, the New York Fashion Week, and the Paris Fashion Week, the art style of streetwear translated seamlessly to the fashion world through the appointment of Virgil Abloh as Louis Vuitton’s menswear artistic director. As one of the first black designers at the helm of a major international Fashion house. After showcasing his first collection for Louis Vuitton at the Paris Fashion Week, celebrities such as Rihanna, Kid Cudi, and Serena Williams were major advocates for his work outside of Off-White. Abloh continues this trend of maintaining this individuality through his additional appointment to the board of directors of The Council of Fashion Designers of America, a council that seeks to promote the mainstay of the American fashion industry.
Streetwear joins the Luxury Designer’s Toolbox:
Although collaborations do exist between these two worlds, 2019 was the year that many of the Fathers of Streetwear flexed their clout and sought to tag luxury onto their lines. With this year’s collaborations including Kith x Versace, Moncler x Everyone, Supreme x Louis Vuitton, Dior x Shawn Stussy and Chanel x Pharrell, this season’s fashion had attained a status that seemed impossible at the beginning of the decade: Legitimacy and Acceptance. However, such a status also meant contradiction. Reporters came equally from hype blogs and fashion books, indicating the break of the traditional design that had been set in the early 2000’s. With these two being now one and the same, the collective brands of the world could now easily draw inspirations from the other, exhuming a sense of collaboration over idealistic partition. Whatever the case, It became clear that streetwear was this season’s fashions.
With the current status of streetwear this year moving closer to becoming more mainstream and universally-accepted than ever, many question the path that the industry has taken as a whole and what will emerge from the industries in the 2020’s. If anything happens, we’ll be here to help you make the most sense of it and determine your own style. Learn more about this now from browsing the Baza Bazaar Marketplace! With our tasteful inventory ranging from early 2000’s to just last week, enjoy the trust and security that comes from our professionally-authenticated process to get you the fashion that you want. Yallah! Get Baza!