As mentioned above, streetwear fashion has been born on the West Coast, more exactly out of the LA surf culture at the end of the 70s and the beginning of the 1980s. However, the trend knew many influences along the way, especially when the 1980s came around and music became the key influencer in fashion. When the hip hop culture emerged, a more definite imprint was left on the fashion, while music icons started to influence the trend. Before the advent of the “bling” culture, it was the sports superstars like Michael Jordan that proved to be turning points. As a result, Nike began dominating the urban streetwear market with Jordan sneakers. Due to the fact that the style was so popular, many luxury brands started to make an incursion into the market in the 90s, brands such as Gucci, Burberry, and Fendi. The ones that have placed a definite imprint on the streetwear fashion were record companies’ chief execs, such as Russell Simmons, who launched the Phat Farm label, and Sean Combs who, together with Jay-Z and Damon Dash, launched Roca-Wear.
It is very hard to define streetwear fashion. Although the truly distinctive style is said to be rooted in the skate and surf culture of the West Coast, the trend has grown so much over the years that it has come to encompass many influences and elements of various fashions, such as hip hop or modern haute culture fashion, as well as Japanese street style. Streetwear is hard to define as a style mainly due to the fact that it is under continuous evolution. However, there is a certain constant within the ever-changing trend and that is the type of clothing. Streetwear is all about comfort and casualness and the clothing reflects that, being centered on T-shirts, jeans, baseball caps, and sneakers. Whether they are trying to make a point or simply be part of such a passionate culture, many people today are keen on this type of fashion.