With its roots in Californian surf culture and New York hip-hop, streetwear has now become high fashion, appearing on runways around the world. The style has entered the next stage of its evolution, becoming a true piece of cultural currency involved in a social and economic power play. Streetwear’s popularity no longer has much to do with its original countercultural meanings; instead, it is now about exclusivity, community identity, and digital influence.
Where Did the Style of the Streets Begin?
Streetwear was born in the 1970s when Californian surfers and skaters started wearing baggy jeans, colorful printed tees, and sturdy shoes: comfortable clothes that allowed movement and matched the laid-back, sun-soaked vibe of the West Coast. When skater style merged with the hip-hop scene in the 1980s, streetwear became more widely popular, turning into an expression of youth culture, anti-establishment ideals, and self-expression.
During these years, global sportswear brands like Adidas and Nike embraced the style, and staples of this fashion genre became popularized by hip-hop artists — such as Run-DMC’s signature sneakers and LL Cool J’s all-American varsity jacket that still stands as signature styles within this side of the fashion industry.
Streetwear and Exclusivity
By the 1980s, it was clear that this rebellious fashion movement was, at the same time, influenced by market rules, particularly the concept of exclusivity. Streetwear pieces became symbols of belonging to a community, while rare items turned into status symbols that set individuals apart from the crowd. Brands like Stussy understood this from the start.
Originally a surfboard brand, Stussy quickly expanded into apparel, featuring its iconic logo on hoodies, T-shirts, and caps. The brand’s exclusivity was reinforced through custom-made varsity jackets, which were available only to photographers, designers, store managers, and other insiders closely associated with the brand. These special Stussy jackets were personalized with their owners’ names alongside the phrase “International Stussy Tribe.”
Exclusivity and hype became key factors in the rise of other iconic streetwear brands like Supreme, founded in New York in the 1990s as a skateboard shop, and Japan’s A Bathing Ape (BAPE), known for its bold colors and patterns.
Digital Scarcity: The Power of “The Drop”
Brands like Supreme have mastered the art of drop culture. This marketing strategy involves releasing a limited-edition item for a short period to create hype and a sense of scarcity and urgency among buyers. Streetwear brands use social media to announce product releases at short notice, fueling the idea that each drop is a must-have, one-of-a-kind opportunity. The products are released in limited quantities — either in-store or online — for a short window, reinforcing their exclusivity.
The New Way: Grassroots and Exclusivity
The London-based streetwear brand Corteiz has gained massive popularity in the past years, masterfully leveraging the drop method and using social media platforms like TikTok to appeal to younger generations. Corteiz has created a global cult following with drops in London, New York, and Lagos, as well as collaborations with major brands like Nike and Supreme.
Corteiz’s winning strategy comes from its smart use of guerrilla tactics — such as a password-protected website, pop-up events, and cryptic drops — fueling an air of mystery and loyalty-driven hype. To keep up with the brand’s flash sales, hidden locations, and coded messages, fans must stay engaged and up-to-date to secure its limited releases. The brand’s fresh approach to selling distinguishes it from mainstream streetwear giants thanks to the focus on community engagement and cultural authenticity. Instead of being purely about money, Corteiz has created a movement rooted in shared values and identity.
Streetwear has transformed from an underground movement into a global fashion powerhouse, fueled by exclusivity, digital scarcity, and cultural identity. No longer just about rebellion, it now thrives on hype, community engagement, and the ability to turn fashion into social currency. Its a style that stands out amongst the norm and will forever hold the element of creativity and culture.