STREETWEAR BRANDS: SUBCULTURES ARE DYING

Complex came out with a series of mini-documentaries a few weeks back about the reseller’s market of Supreme. This 4-part documentary touched on an idea that i’m a big fan of; Street Wear and what I would accurately rename “the marketing thereof”. In response the famed co-owner of THE HUNDREDS (BOBBY HUNDREDS), wrote a long piece for HYPEBEAST named “State of Streetwear 2015”. I’m a fan of Bobby, and would happily agree with a lot that he has to say. The essence of marketing and branding of traditional streetwear brands is lost. And then I came across Josh Luber — who accurately summarized all of the above documentaries and articles, but by looking at the Sneaker reseller’s market (NIKE in particular). Watch it and take a dive into my world. Subcultures need to come back. It’s the cornerstone of what makes streetwear and sneaker culture what it is, and we’re loosing it.