The fashion market is basically geared towards growth. His streetwear consists of recycled materials that are inherently stable, which noticeably extends their lifespan in terms of sustainability. He works on the concept of "Remade, Reduced, Recycled". British designer Christopher Raeburn also found new ways of turning unconventional fabrics into new fashion items. The soles of the popular VaporMax 270 and 720 models by Nike are made from more than 70 percent recycled materials. The French sneaker brand Veja, for example, uses organic cotton and wild rubber soles from the Amazon region and sells almost two million pairs of sneakers each year. Great design must prevail, coupled with new materials, recycling options, resource conservation and / or humane conditions in production. This is what the industry needs for sneaker heads, according to the Highsnobiety Report 1) Good design and responsible implementation So what can streetwear brands do to create both short and long-term change when it comes to the impact on the environment and people? By and large, a new language needs to be found in order to pick up consumers. Ethical or sustainable basic ideas have not had a direct influence on street culture either.Ī challenge for many brands, especially at a time when sustainability is the central issue and problem for many corporations. Social affiliation is associated with streetwear, but environmentally conscious production and design are not part of this long history. Think of Stüssy, who represents surfers and skaters, or Jordan Brand's influence on low-income communities. Sociopolitical messages marked their values as well as their structure. Sustainable street fashion - what are the problems?Ĭountercultural standpoints are the roots of streetwear. A cult that makes streetwear fashion an identity-creating subject. ![]() Most of them are limited editions of well-known stars, which are bought by so-called “sneakerheads”. On the other hand, there are high-priced articles, mainly sneakers, that become veritable collector's items. ![]() And this consumption cycle is intensively promoted by advertising and new collections, which puts pressure on consumers. The business model has turned streetwear into a quickly consumable fashion. The increasing demand meant that quantity came before quality. Luxury and fast fashion brands pounced on the easily producible, high-margin items with the aim of finding appeal with the young generation. With this mass, streetwear can no longer be classified as a niche from which it originally came. The numbers according to Highsnobiety speak for themselves: the value of the exclusive streetwear brand Supreme is estimated at over $ 1 billion, almost 25 billion pairs of sneakers are produced annually, and streetwear brands produce up to 350 different articles per year. ![]() Streetwear - From the niche to the identity expression of an entire generation The special report of the online magazine Highsnobiety: Streetware has a sustainability problem, makes clear where the problems of sustainable street fashion lie and shows three basic solutions. With the increasing spread of the high fashion industry and the blogger scene, streetwear has become a mass product and thus part of the sustainability problem - with which the fashion industry is currently struggling. Today streetwear is synonymous with skatewear, clubwear, urban clothing and street styles. Depending on the scene, certain brands played a major role. Strictly speaking, streetwear is in the Fashion world exclusively for urban casual clothing of the younger generation and in the beginning it was only worn by skaters, sprayers, but also rappers and clubbers - i.e. To date, this has been distributed in different directions, so that a uniform definition is hardly possible any more. Since then, a Fashion trend from it: streetwear. The term first appeared in 1976 in the name of the then hip skateboard company Vision Street Wear. ![]() What is the definition of Streetwear? Logos, lettering, hoodies, printed shirts, baseball caps and sneakers: what we call casual urban street fashion today has its origins in America.
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