The history of streetwear is as rich as it is varied, a blend of cultural and counterculture movements that has influenced everything from hip-hop to high fashion . What began as a fringe style in the 1970s and 1980s, inspired by skate and graffiti subcultures, now dominates urban fashion around the world.
The Early Days of Streetwear
Streetwear was born out of a need for expression and authenticity . Pioneering brands, like Stüssy in California, began designing garments that reflected the rebellious attitude of the era. This style quickly became a symbol of identity for urban youth.
The 90s Boom
During the '90s, streetwear became more visible with the popularity of hip-hop. Rappers, skaters, and graffiti artists wore oversized T-shirts , sneakers , and caps that reflected their lifestyle. This decade was key, as many brands began to internationalize and form what we know today as classic streetwear.
Streetwear Today
Today, streetwear is more than just a style; it's a global phenomenon that has taken over urban fashion and haute couture . Collaborations between major fashion houses and streetwear brands are testament to its influence.
At Kraken, we draw inspiration from this rich history to create authentic, contemporary urban fashion while maintaining the raw roots of its roots.
