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Today, streetwear could be made by a luxury conglomerate. It’s a practice that has made a brand like Supreme a billion-dollar company. Wearing an item showed others in the know that you won you were able to get your hands on something elusive that many of your peers also coveted. The quantities produced were so limited, thus instigating demand and, as a result, hype around all their drops. The genius in streetwear, however, is how collections and particularly covetable grails were released.
Basically, they were things that dudes just wanted to wear all day. The silhouettes were long and loose, and the styles largely consisted of affordable graphic tees, hoodies, bucket hats, caps, sneakers, and certain types of denim. Silicon Valley entrepreneurs are known for producing some of the most commonly used as well as some of the most innovative. It largely centered around skateboarding culture, particularly in California, and urban environments across the U.S. In 2016, start-up founders sang, Theranos doesn’t represent, we are better, in a holiday video created by the venture capital firm First Round Capital. Streetwear is an industry term that was used to describe clothes that were non-designer and worn everyday on the, you guessed it, streets. The smiles on their faces and pep in their step as they walk out with bags and bags of merch, even as they're sweating buckets, is telling of the trust they have placed on these labels.
These are the Supreme collectors the Aimé Leon Dore diehards the devotees of Stüssy, new and old or all of the above. For all these patient peeps, what is being offered is worth braving the elements. Kith and Bape stores experience similar turnouts. Both times, the crowd was eager, but seemingly cool-headed as they steadily made their way toward the entrance. The last time I had witnessed such fervor over fashion was a year prior on a very chilly winter morning on Lafayette Street, Supreme’s old haunt.
The literal hotspot was the new location of Supreme, and the occasion was a drop of its latest brand collaboration. A massive crowd was on queue from the entrance at the Germania Bank Building to Spring Street and around Elizabeth Street. While walking just a little faster, in the hopes of getting into a climate controlled environment much quicker, I saw a line so far-reaching that my jaw dropped. I decided to suffer through it, thinking how I could spend the extra cash on pork buns instead. The air was moist and the sun so bright that I contemplated hopping in a taxi for what is normally a 10-minute walk. Friday looks especially hot, with highs near 105 degrees possible for inland areas. It was a sweltering day in summer 2019, when I was taking a stroll down Bowery around noon, on my way to get dim-sum and drunken chicken in Chinatown. High pressure is starting to build back over the Houston region today, and that will lead to four days when temperatures will likely reach 100 degrees, or higher, for most of the region. Streetwear is a force unlike any other, and I saw its influence firsthand.
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