4/11/2023 0 Comments Streetwear styleAt the time, Stüssy was the biggest name in streetwear and Nike was the biggest name in the sneaker industry, making Stussy’s Mike Koppeling interested in a collaboration. In 2000, streetwear entered the sneaker industry, ascending a level in fashion. Still, like Shawn Stüssy before him, Nigo left a huge footprint on the fashion industry after creating a new brand and style that took on a life of its own. Ultimately, Nigo made the decision to sell Bape, saving the company and himself from bankruptcy. ![]() In spite of the unyielding popularity of Bape, however, they were losing more money than they were making. In response, Nigo opened Bape cafes, studios, and restaurants flooded with their products. ![]() In a short amount of time, Bape began to dominate the streetwear scene. Bape, originally named A Bathing Ape, was a streetwear brand that drew inspiration from the 1968 film A Planet the Apes and references the Japanese colloquialism mocking the opulence of post-war. With Fuijiwara’s help, Nigo and Takashi founded Nowhere, a fashion boutique that sold a selection of international streetwear brands. It was because of Fujiwara that Nigo earned his infamous nickname “Nigo”, which translates to “number two” referencing the similarities between the two. It was at this time that a young Tomoaki met another legendary Japanese designer, Hiroshi Fujiwara, who founded Fragment Design. Tomoaki later remarked that he learned nothing from Bunka, but that the most important thing that happened to him while attending the school was meeting legendary designer Jun Takahashi. While he didn’t attend any classes, he was influenced by Tokyo’s nightclubs where he found himself making connections that would further his fashion career. At this time Nigo (born Tomoaki Nagoa), was a devout hip-hop addict who had been accepted to the seminal Bunka Fashion college. While streetwear became global and the United States was in front of it all, Japan was the next hotspot for up-and-coming fashion designers ready to bring a new style to the streetwear scene. These designs appealed to a worldwide network of creative youth who were into surfing, skating, and music. The brand grew during the late ‘90s with designs and overall aesthetics touching on a range of references from underground subcultures. Stüssy inadvertently fell into the clothing business and in a few short years set up his first small showrooms in California and New York. Stüssy began screening t-shirts and shorts with his surname in a graffiti-influenced hand style which later became the infamous company logo. That brand was Stüssy-a label created by surfer Shawn Stüssy, growing from youth movements and revolutionized the fashion industry. ![]() In the late ’80s and early ’90s, the Southern California surf scene created a brand that swept through the clothing landscape, redefining casualwear. The evolution of streetwear is a timeline of brands, designers, musicians, and other big names inspiring and influencing each other’s work. It is something that is always evolving according to the external influences of popular culture and subculture. Today, streetwear is considered a movement of the people. Streetwear brands borrowed heavily from punk, surf, and skate culture. Born out of the New York Hip-hop scene, streetwear evolved with elements of Californian and Japanese fashion. Streetwear is a style of casual clothing that became global in the 1990s.
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