Over the years sportswear and music have gone hand in hand with each other, especially when you talk about Hip Hop, Grime, Trap and Drill music. Black culture has heavily influenced sports brands from the beginning until this day. The 2000s was a great year for Generation Y, where wearing the latest Air Max’s and tracksuits were a must to fit in and feel appreciated.
Let’s talk about the highly appreciated footwear in the streetwear scene… trainers.
In the 2000s trainers as a whole have developed immensely in terms of style, colour and trend. Whether it be from Nike to Adidas who are the kings of trainers (adidas Superstars for the 80s & Nike Air Max for the 90s-2000s).
Over the years, streetwear has evolved due to high fashion brands being highly influenced by street culture. It has become popular to mix luxury with sportswear, that’s where the term ‘sports luxe’ comes from. For example, wearing a Nike tracksuit with Prada trainers, the Balenciaga runners (they were really popular at one point) or something from Stone Island. Brands like Chanel, Louis Vuitton, Jimmy Choo and other major brands were not known for streetwear but as time and generations goes on, people have certain taste and know what they want. These big brands see what the trends are and take note of what’s happening out on the streets.
The more the bigger brands stay relevant and in touch with the younger market, the more the big brands remain highly relevant. Younger people (New Money generation) have been buying into designer goods from day one. Nowadays the consumers of luxury fashion have become younger due to the rise of social media (mainly Instagram) and also the popularity of the reselling market on the internet. The streetwear brand Supreme is a great example that is best known for it being resold heavily due to its exclusivity.
By stylist Shennelle Mcclune.