Streetwear as a whole is the most prolific part of the fashion business. With billions of dollars being spent in both production and advertisement, brands like OFF-White, Gucci and Supreme have literally reshaped the market of a topic which grows (still) on a daily basis. Let’s try and picture what happened, in general, in the last couple of years within the world of streetwear.
Supreme And “The Limited Edition” Paradigm
Supreme is the brand which started the entire “limited edition” and “drops” paradigm within streetwear. The logic behind every release is relatively simple: collections are divided in “drops”, which are released once every year and, after that, won’t be available for purchase anymore. With this, Supreme increased their brand awareness by creating demand so high, that it escalated in a parallel market worth over $3 billion in 2018. Incredible, for a brand which was born as mere skatewear and fitness clothing such as mens gym t-shirts.
Gucci has gone from being a high tailoring, ultra high class, polite and “classic” brand to flashy, extravagant designs led by creative director’s mastermind Alessandro Michele. Gucci, since 2017, was able to increase his incomes by over 35% with just their …