In recent years, men’s fashion has witnessed a significant shift. The once-clear distinction between “streetwear” and high fashion is now more blurred than ever. Major luxury fashion houses have been teaming up with skatewear brands, creating collections where hoodies and harness bags take center stage on runways that were once reserved for sharp tailoring and trench coats.
Some argue that this crossover signifies the end of the “streetwear” era as we know it. However, despite this changing landscape, the brands that pioneered the movement are still thriving and staying true to their roots.
Stussy: The Original Streetwear Pioneer
Streetwear, as we know it today, owes much of its existence to Stussy. What began as a small line of graphic T-shirts by a Californian surfer has grown into one of the most influential brands in fashion.
Humble Beginnings in Surf Culture
Stussy’s story begins in the early 1980s on the sunny shores of Laguna Beach, California. Shawn Stussy, a talented surfboard shaper, started writing his surname on his custom boards with a marker pen as a sort of personal signature. It was bold, unconventional, and stood out — much like the man behind it. The hand-drawn logo soon made its way onto T-shirts that Stussy would sell out of his car trunk to local surfers, and a phenomenon was born.
From Surfboards to Streetwear
As his T-shirts gained popularity, Stussy began to realize he had tapped into something bigger than the surf community. His laid-back, effortlessly cool designs resonated with skaters, musicians, and the emerging youth culture of the 1980s. What started as a niche surf brand rapidly grew into a streetwear powerhouse. The logo became iconic, gracing hoodies, caps, and outerwear, cementing its place in the broader streetwear culture.
Global Influence & The Birth of Streetwear
By the mid-1990s, Stussy had expanded far beyond California. The brand’s influence was felt globally, from Tokyo to London, becoming a symbol of street style transcending geographical boundaries. Its mix of laid-back, surf-inspired designs with edgy, urban aesthetics resonated with youth subcultures worldwide. Stussy became one of the first brands to create a bridge between streetwear and high fashion, influencing a generation of designers, artists, and musicians.
Legacy and Continued Relevance
What sets Stussy apart is its ability to stay relevant while remaining true to its roots. In an era when many streetwear brands have come and gone, Stussy has maintained its iconic status, continuously reinventing itself without losing its original identity. Whether collaborating with Nike on limited-edition sneakers or being seen on the streets of fashion capitals, Stussy continues to influence modern streetwear while honoring its surf-inspired origins.
Why Stussy Remains Iconic
The simplicity of Stussy’s designs is what has allowed it to stand the test of time. The brand represents a lifestyle — one rooted in freedom, individuality, and creativity. Stussy pioneered what streetwear has become today: a blend of style and substance that means more than just fashion but a way of life.
The North Face: From the Mountains to the Streets
At first glance, you might not expect to see The North Face on a list of streetwear heavyweights. Initially known for its rugged, functional mountaineering gear, the brand has made a surprising crossover into streetwear culture. With strategic collaborations and innovative designs, The North Face has become a staple of urban fashion without losing its outdoor heritage.
Mountaineering Roots, Streetwear Evolution
The North Face was founded in 1966 by Douglas Tompkins and Susie Tompkins, focusing on producing high-performance outdoor gear. Its jackets, backpacks, and sleeping bags quickly became go-to equipment for serious climbers and explorers. However, in recent decades, The North Face has managed to seamlessly transition from alpine expeditions to the streets of fashion capitals, proving that functionality and fashion can coexist.
Collaborations with Supreme and Streetwear Icons
One of the key reasons for The North Face’s streetwear success has been its smart collaborations. The brand has frequently teamed up with Supreme, creating limited-edition collections that blend the practicality of outerwear with the flair of street fashion. These collaborations often result in highly sought-after “grail pieces” — items that streetwear enthusiasts go to great lengths to acquire.
Other standout collaborations include partnerships with brands like Vans and MM6 Maison Margiela, which further cemented The North Face’s position as a must-have label in the world of street fashion.
Japanese “Purple Label” and “Black Series”
The North Face’s creative ventures extend beyond just Western markets. In Japan, its exclusive “Purple Label” line has become a cult favorite, particularly among fashion-forward consumers. With its mix of urban styling and technical outdoor performance, Purple Label pieces are known for their sleek silhouettes and high-quality materials, often designed with the help of esteemed fashion renegades like Kazuki Kuraishi.
Similarly, The North Face’s “Black Series” represents the brand’s exploration into high fashion. This line showcases innovative designs that combine the brand’s iconic outerwear with avant-garde fashion elements. The Black Series offers a more experimental take on the classic North Face aesthetic, blending utilitarianism with high-end design sensibilities.
Why The North Face is a Streetwear Staple
What makes The North Face a streetwear favorite is its ability to maintain authenticity while adapting to the changing fashion landscape. Whether you’re hiking a mountain or navigating city streets, The North Face delivers pieces that perform in every environment. Its continued collaborations with streetwear legends and cutting-edge designers ensure the brand remains relevant, stylish, and functional.
Undercover: A Fusion of Streetwear and High Fashion
Undercover is a Japanese streetwear brand that has seamlessly blended rebellious subcultures with high fashion. Founded by designer Jun Takahashi, Undercover has been at the forefront of fashion innovation, merging street style with avant-garde aesthetics and pushing the boundaries of what streetwear can be.
The Ura-Harajuku Movement and Punk Influences
Undercover first gained notoriety in the early 1990s as part of Tokyo’s Ura-Harajuku scene—a subculture rooted in underground fashion and rebellious youth culture. It was during this time that Takahashi developed his distinctive style, which was influenced heavily by the UK punk scene. This influence continues to permeate Undercover’s collections, with raw, unconventional designs often evoking a punk ethos. Think graphic-heavy tees, distressed fabrics, and anarchic styling.
The brand was one of the first to blur the lines between streetwear and high fashion, laying the groundwork for what we see in today’s fusion of the two worlds. Takahashi’s vision of “street couture” was a groundbreaking concept, and his early collections set the tone for the label’s irreverent and artistic identity.
Collaborations with Nike: Gyakusou and Beyond
While Undercover was already established in streetwear and fashion circles, its collaborations with Nike propelled the brand to new heights. Undercover’s Gyakusou line, a running-focused collaboration with Nike, showcased Takahashi’s unique ability to marry technical sportswear with fashion-forward designs. The Gyakusou collection has become a staple for athletes and fashion enthusiasts alike, offering high-performance gear with Undercover’s signature rebellious edge.
In addition to Gyakusou, Undercover has also released numerous collaborative sneaker designs with Nike, such as the iconic React Element 87. These limited-edition drops have become highly coveted in the streetwear community, blending futuristic design with Takahashi’s avant-garde touch.
Streetwear Meets High Fashion
One of Undercover’s defining qualities is its ability to navigate the world of high fashion while staying true to its streetwear roots. Takahashi’s runway shows are often celebrated for their artistry and conceptual themes, pushing the envelope with experimental silhouettes and fabrics. Yet, despite this high-fashion approach, the brand remains connected to its streetwear origins through its accessible graphic T-shirts, hoodies, and outerwear.
BAPE (A Bathing Ape): The Pioneer of Japanese Streetwear
When it comes to Japanese streetwear, BAPE (A Bathing Ape) stands as one of the most influential and iconic brands. Founded by DJ, producer, and fashion designer Nigo in 1993, BAPE has transcended its Tokyo roots to become a global symbol of bold, eccentric street fashion.
Origins and Rise to Global Fame
Nigo founded BAPE in the Harajuku district of Tokyo, an area famous for its fashion-forward youth culture. Heavily inspired by pop culture, hip-hop, and his own eclectic tastes, Nigo created a brand that quickly attracted attention for its unique, playful designs. The brand’s early adopters were drawn to its quirky motifs, vibrant colors, and exclusive drops, leading to a cult following.
BAPE was also one of the first brands to use limited-edition product releases, creating a sense of exclusivity that helped fuel its popularity in the 1990s and early 2000s. Collaborations with influential musicians and artists, such as Pharrell Williams, cemented its status as a streetwear powerhouse.
Signature Designs: Camo and the Shark Hoodie
One of BAPE’s most recognizable features is its camo print, which stands out from traditional camouflage thanks to its bold colors and distinctive ape head logo hidden within the pattern. This print has been used across the brand’s product range, from hoodies and jackets to sneakers and accessories, becoming a hallmark of BAPE’s design identity.
Another signature piece is the shark hoodie, with its exaggerated shark face and teeth emblazoned around the hood. The bizarre yet captivating design became an instant hit, leading to its status as one of BAPE’s most sought-after items. This quirky, over-the-top approach to streetwear design is part of what has made BAPE such a standout brand.
The Influence of Hip-Hop Culture
BAPE’s rise to prominence was closely tied to hip-hop culture. Nigo’s friendships with global hip-hop icons like Pharrell, Kanye West, and Jay-Z helped elevate the brand internationally. These collaborations and co-signs introduced BAPE to Western audiences, particularly in the U.S., where the brand became synonymous with both streetwear and the burgeoning rap scene of the early 2000s.
Pharrell’s partnership with Nigo resulted in the launch of the Billionaire Boys Club and Ice Cream labels, further intertwining BAPE’s identity with hip-hop and expanding its influence.
Streetwear Meets High Fashion
Much like the evolution of streetwear as a whole, BAPE has successfully blurred the lines between street fashion and high fashion. In recent years, the brand has collaborated with luxury labels like Coach, incorporating BAPE’s streetwise sensibilities into high-end fashion.
These collaborations have not only kept BAPE relevant but have also helped redefine what streetwear can be. BAPE’s ability to navigate both worlds is a testament to its versatility and enduring appeal in an ever-changing fashion landscape.
WTAPS: Japanese Streetwear with Military Precision
WTAPS (pronounced “double taps”) is a revered Japanese streetwear brand that blends military influence, utilitarian design, and workwear aesthetics with a distinct street appeal. Founded by designer Tetsu Nishiyama in 1996, WTAPS has carved out a niche in the fashion world, standing out for its functional yet stylish approach to clothing.
Military Roots and Functional Design
At the heart of WTAPS is a strong military influence, reflected in the brand’s boxy silhouettes, baggy cargo pants, and robust outerwear. The term “double taps” itself is a nod to military terminology, referring to the rapid firing of two shots in succession to ensure precision – a fitting metaphor for the brand’s sharp, well-executed designs.
Much of WTAPS’ appeal lies in its functional, practical approach to fashion. Many of its garments are inspired by military wear, not just in terms of aesthetics but also in terms of practicality. Heavy-duty fabrics, oversized pockets, and durable construction ensure that WTAPS’ clothing is as helpful as it is stylish.
Streetwear Meets Workwear
While military gear forms the backbone of WTAPS’ design ethos, the brand also pulls heavily from workwear. This includes everything from chore jackets to heavy-duty boots, all of which blend seamlessly into WTAPS’ overarching aesthetic. The combination of workwear and streetwear has helped the brand gain popularity, especially among those who favor the rugged, everyday look of functional fashion.
Signature Style: Boxy Fits and Oversized Pieces
WTAPS is known for its distinctive fits, which are relaxed, boxy, and oversized. Whether it’s a loose-fitting hoodie or a pair of baggy cargos, the brand’s cuts emphasize comfort and ease of movement without sacrificing style. This approach has earned WTAPS a reputation for being both practical and fashion-forward, appealing to streetwear enthusiasts who value functionality and aesthetics.
Ivy-League Meets Street
While WTAPS is deeply rooted in military and workwear, the brand isn’t afraid to introduce unexpected elements. Preppy, Ivy-League influences sometimes find their way into WTAPS’ collections, adding a uniquely Japanese twist to the classic collegiate style. You might spot a varsity jacket or a pair of tailored chinos mixed in with the brand’s otherwise utilitarian offerings, making WTAPS a brand that’s hard to pin down stylistically but always interesting.
Cult Status and Global Appeal
Over the years, WTAPS has built a loyal global following, particularly among fans of Japanese streetwear and military-inspired fashion. The brand’s distinct aesthetic and high-quality craftsmanship have earned it a place alongside heavyweights like BAPE and NEIGHBORHOOD in the Japanese streetwear scene, while its collaborations with global brands have helped bring it to a broader audience.
The Hundreds: LA’s Iconic Streetwear Legacy
Founded in 2003 in Los Angeles, The Hundreds has carved a significant niche in the streetwear landscape, emerging as a prominent player during a pivotal era in fashion. The brand was born out of a time when streetwear was characterized by graphic tees, hoodies, and a laid-back aesthetic, contrasting sharply with the high-fashion world we see today.
A Return to Roots
The Hundreds represents a nostalgic return to the fundamentals of streetwear. At its core, the brand embodies the spirit of DIY culture and community camaraderie, often drawing inspiration from the skate, punk, and hip-hop scenes that shaped its origins. Rather than chasing the latest trends or collaborations, The Hundreds stays true to its roots, focusing on quality garments that resonate with its dedicated fanbase.
Graphic Tees and Everyday Essentials
One of the hallmarks of The Hundreds is its commitment to creating no-frills, graphic-driven apparel. The brand’s tees often feature bold, eye-catching designs that reflect the personality of LA street culture. From quirky graphics to thought-provoking slogans, each piece serves as a canvas for self-expression. The Hundreds has mastered the art of creating items that are not only stylish but also serve as conversation starters, connecting wearers to the vibrant culture surrounding the brand.
Cultural Commentary and Community Engagement
Beyond just clothing, The Hundreds has become a cultural commentator, often infusing its collections with social messages and references to contemporary issues. This approach resonates with its audience, fostering a sense of community and shared values. The brand often collaborates with artists, musicians, and influencers who align with its ethos, amplifying its cultural relevance and maintaining its authenticity.
Timeless vs. Trendy
What sets The Hundreds apart is its refusal to compromise its identity for fleeting trends. While other brands may chase the latest fashion fads, The Hundreds remains steadfast in its commitment to classic streetwear staples. This dedication to timeless designs ensures that its pieces remain relevant year after year, appealing to both long-time fans and newcomers to the streetwear scene.
Noah: Redefining Streetwear with a Conscience
Noah, founded by Brendon Babenzien, stands out in the crowded streetwear landscape by merging high-quality craftsmanship with a strong emphasis on sustainability and social consciousness. After honing his skills at the iconic Supreme, Babenzien envisioned a brand that would blend the edginess of street culture with the sophistication of classic preppy style. The result is a label that resonates with consumers looking for thoughtful design and ethical production practices.
A Fusion of Styles
At its core, Noah represents a unique fusion of urban streetwear and refined preppy aesthetics. The brand offers a diverse range of clothing items that include classic hoodies, caps, and logo tees, but it doesn’t stop there. You can also find items that evoke a sense of timeless elegance, such as sports jackets, rugby shirts, and loafers. This eclectic mix appeals to a broad audience, allowing individuals to express their unique styles while enjoying versatile, high-quality pieces.
Commitment to Sustainability
In an age where fast fashion dominates, Noah prioritizes sustainability in its operations. The brand uses eco-friendly materials and implements ethical production processes, ensuring that its garments have a minimal environmental impact. By focusing on longevity and durability, Noah encourages consumers to invest in pieces that will last rather than contribute to the throwaway culture prevalent in today’s fashion industry.
Social Responsibility
Beyond sustainability, Noah also engages in various philanthropic efforts. The brand frequently partners with organizations that address social and environmental issues, using its platform to raise awareness and contribute to positive change. This commitment to social responsibility resonates deeply with customers who value brands that align with their ethics and values.
Seasonal Collections That Surprise
Each seasonal collection from Noah is carefully curated to reflect its mission of blending style with substance. Customers can expect to see unexpected items and collaborations that challenge traditional notions of streetwear. By continually pushing the boundaries of design while remaining grounded in quality, Noah keeps its offerings fresh and engaging, inviting both new fans and loyal followers to explore its latest releases.
Cav Empt: The Futuristic Frontier of Streetwear
Cav Empt is a brand that boldly breaks away from the mainstream, crafting pieces that feel as though they’ve been beamed in from a stylish future. Co-founded by SK8THING, a visionary designer renowned for his graphic work with Nigo’s Human Made, Billionaire Boys Club, and Ice Cream, along with music industry veteran Toby Feltwell, this Japanese label has carved out a niche that appeals to the discerning streetwear enthusiast.
A Conceptual Approach to Design
At its core, Cav Empt embodies a conceptual approach to streetwear that combines art, technology, and cultural elements. Each collection showcases a unique blend of graphics, silhouettes, and textiles, often featuring experimental prints and bold color palettes that challenge conventional fashion norms. The aesthetic is distinctively avant-garde, making it a go-to for those looking to stand out in a sea of primary streetwear offerings.
The Art of Storytelling
What sets Cav Empt apart is its emphasis on storytelling through fashion. The brand often incorporates narrative elements into its designs, drawing inspiration from various influences ranging from science fiction to contemporary art. This thoughtful curation results in pieces that not only look good but also provoke thought and conversation. Wearing Cav Empt is akin to wearing a piece of art, where each garment reflects a deeper understanding of culture and style.
Quality Meets Innovation
Cav Empt is also committed to high-quality craftsmanship. Each piece is meticulously designed and constructed, often using innovative materials that enhance durability and comfort. This dedication to quality ensures that the garments not only look striking but also stand the test of time. The brand’s commitment to creating functional streetwear is evident in its designs, which prioritize both style and practicality.
Crossover Appeal
While Cav Empt’s roots are firmly planted in streetwear, its unique design philosophy has allowed it to cross over into other fashion realms. The brand has garnered a following not just among streetwear aficionados but also within the high fashion community. This crossover appeal is a testament to the brand’s ability to merge cutting-edge street style with avant-garde aesthetics, making it a versatile addition to any wardrobe.
KITH: The Epitome of Collaborative Streetwear
KITH, founded by New York sneaker scene legend Ronnie Fieg, has transcended its origins as a retail space to become a powerhouse in the streetwear industry. While it started primarily as a boutique specializing in curated sneaker offerings, KITH’s in-house label has made waves with a distinctive blend of high-fashion sensibility and streetwise aesthetics, making it a must-know name in the modern fashion landscape.
A Retail Experience Like No Other
At its core, KITH is a lifestyle brand that emphasizes the retail experience. Its flagship stores are meticulously designed to reflect the brand’s aesthetic, providing customers an immersive shopping environment. Each location often showcases exclusive drops and limited-edition collaborations, creating a sense of urgency and excitement that keeps sneaker enthusiasts and fashion lovers alike returning for more. The stores also serve as community hubs, hosting events and collaborations that foster a sense of belonging among streetwear aficionados.
High-Profile Collaborations
KITH has made a name for itself through an impressive array of collaborations with both sneaker and lifestyle brands. The partnerships range from iconic names like New Balance and Nike to unexpected collaborations with brands like Bugaboo and Disney. Each partnership brings a fresh twist, merging KITH’s distinctive style with the unique characteristics of its partners.
New Balance: KITH’s collaborations with New Balance have become legendary, often selling out within minutes. The designs typically feature unique colorways and premium materials, setting new standards for sneaker collaborations.
Nike: KITH’s relationship with Nike is characterized by innovative designs that reinterpret classic silhouettes. These releases’ attention to detail and exclusivity have solidified KITH’s status within sneaker culture.
Bugaboo and Disney: In a departure from typical collaborations, KITH’s partnership with Bugaboo to design stylish yet functional strollers showcases the brand’s willingness to venture beyond footwear and apparel. Similarly, the Disney collaboration infuses playful, nostalgic elements into streetwear, appealing to a broad audience.
Versatile Apparel Line
While KITH is often synonymous with sneakers, its apparel line deserves equal recognition. The brand offers a wide range of clothing that includes box-logo hoodies, stylish crewnecks, joggers, and more. Each piece reflects the brand’s commitment to quality, comfort, and style, making KITH apparel staples in any streetwear enthusiast’s wardrobe. The designs often incorporate minimalist branding and striking color palettes, allowing for easy integration into various outfits.
The KITH Culture
KITH has cultivated a culture that celebrates community and creativity. The brand frequently collaborates with artists, musicians, and other cultural figures, further cementing its status as a cultural influencer. KITH has also embraced social media, utilizing platforms like Instagram to connect with fans and showcase new collections, collaborations, and lifestyle content.
CDG PLAY: The Accessible Side of Avant-Garde Fashion
CDG PLAY, the streetwear sub-label of the renowned Japanese fashion house Comme des Garçons, offers a delightful blend of high fashion and everyday wear. While Comme des Garçons (CDG) is celebrated for its avant-garde designs and boundary-pushing runway shows, CDG PLAY provides a more accessible entry point for fashion enthusiasts and casual consumers alike.
A Playful Aesthetic
The hallmark of CDG PLAY is its signature bug-eyed heart logo, which has become an iconic symbol in the world of streetwear. This playful design, created by graphic designer Tadanori Yokoo, features a simple heart shape with two large, expressive eyes that exude charm and whimsy. The logo appears prominently on a variety of wardrobe staples, including T-shirts, hoodies, and sweatshirts, transforming them into coveted fashion pieces that maintain a casual vibe.
Wardrobe Staples with a Twist
CDG PLAY focuses on reimagining classic silhouettes, infusing them with unique designs and bold branding. Here are some essential items you can expect from this brand:
T-Shirts: The classic crew-neck T-shirt, adorned with the distinctive heart logo, is a staple of the CDG PLAY collection. Available in various colors and styles, these T-shirts are versatile enough for casual outings or layering under jackets.
Hoodies: Comfortable and stylish, CDG PLAY hoodies often feature the playful heart logo or other unique graphics. They offer a relaxed fit and are perfect for everyday wear, embodying the essence of streetwear.
Breton Tops: CDG PLAY puts its unique spin on traditional Breton striped tops, incorporating the heart logo into the design. This playful take on a classic style adds a fresh and modern touch to any wardrobe.
Quality Meets Creativity
Despite its casual aesthetic, CDG PLAY maintains a commitment to quality and craftsmanship. Each piece is constructed with attention to detail, ensuring that wearers enjoy not only the style but also the comfort and durability. The brand’s minimalist approach, combined with quirky design elements, creates a distinctive look that stands out in the crowded world of streetwear.
Cultural Impact
CDG PLAY has significantly influenced contemporary streetwear culture, bridging the gap between high fashion and everyday wear. It resonates with a broad audience, from fashion enthusiasts who appreciate avant-garde influences to casual consumers who simply want to add a touch of unique style to their wardrobe.
The brand has garnered a dedicated following, with fans often seen sporting the iconic heart logo in urban settings around the world. The playful yet refined aesthetic of CDG PLAY makes it a popular choice among individuals who seek to express their personality through fashion without sacrificing comfort.
