Streetwear isn't a particularly new phenomenon. In fact, it transformed luxury in a way no other force has in the last 20 years.
More than a trend or fleeting commercial endeavour, streetwear has essentially been a cultural movement from the start. In the early '90s at skate parks, hip-hop haunts, and the underground scenes in Los Angeles, New York and Tokyo, a generation created a new style of dressing - one rooted in long and loose silhouettes and graphics that were full of swagger. The sub-genre now features prominently at every major fashion week, swapping out couture suits for comfy tracksuits.
While some might say that it has reached its peak, luxury streetwear is only getting started. By offering exclusive and limited availability products, labels like DRIPPIN.LIFE are carving their own niche in the industry.
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