Streetwear Culture: The Pressures of a Consumer Culture

        Supreme, Off-White, and Yeezy are only a few of the biggest names in streetwear. But what is this phenomenon of over-priced shoes and clothing? Why are consumers paying hundreds of dollars for the latest sneaker trend. Is it fashion or idiocy? 

    There was a viral video from a few years ago that I was reminded of recently (Shown Below). It is of a child who was bullied for wearing a certain brand of shoe, FILA. The child is being recorded and states that he wears these shoes because he likes the color and the style. He then eloquently recalls his conversation with the kids who were picking on him. He repeats it is not a matter what he wears on his feet but what he carries in his mind. He has chosen intelligence over consumerism. He cares not for the external luxuries but favors his own education. This external pressure the child faces is a result of a streetwear culture fueled by a consumer society. The child mentions that he does not wear Jordan brand shoes like many of his peers. Through this act of counterculture, he is then targeted by classmates. 

Streetwear culture is only being fueled by collaborations and resell sites such as StockX and GOAT. Brands such as Supreme and Off-White keep low stock of exclusive items to increase the rarity of such items. Items are purchased and resold at a higher profit margin on the resale apps. These apps guarantee authentication to prevent fakes from being sold. These brands come with a certain level of status. To purchase these brands is to seemingly purchase popularity. To avoid this culture, as portrayed with the child’s choice of FILA, is to portray a level of apathy to the culture. This creates a target. In the case of children, it is bullying. For young adults, it is judgment. 

    So what rules this culture? The simple answer is opinion leaders. Yeezy, one of the original streetwear giants is founded and run by music artist Kanye West. His own popularity drove the beginnings of his now global company. Rapper Travis Scott has collaborated with Nike and Jordan to create signature shoes that sell for $1000+ on resale apps. Opinion leaders guide consumer opinion to the most popular brands and products. As Sewell states, popular culture isn’t culture at all, it’s commerce.