Why Luxury Brands Are Going Street
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- Опубликовано: 29 апр 2018
- Luxury brands are going street. Blurring the lines of what fashion culture is. Are we seeing a shift in attitudes towards street centric brands in the general fashion industry OR are they getting in on the trend. Reggie Casual breaks it down from his point of view on this edition of The Synopsis.
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Хобби
Haven’t even watched the video yet and I had to drop a like. This is the exact kind of piece I love to see from The Casual.
BryFy354 Much appreciated. KIC+
Exclusivity is the new luxury.
Rewind I thought it's been that for centuries.
Most definitely it is. What I mean by my statement is that luxury has been primarily defined in the past (and still to this day) by a product or service's inherent high quality and craft as a main value proposition. The desirability factor of a high quality product/service ...means higher price....thus exclusivity. Now a days, "quality" is no longer necessarily the root of a "luxury" value proposition. It can be simply trumped by making the product exclusive. Thus "new" trends in luxury can shift/skip the "quality" desirability straight onto exclusivity desirability. Ultimately the high price you pay for something "luxury" (in the traditional sense) or not, is a luxury of having the ability to afford it above others.
Rewind Your explanation is fucking on point tbh. Goes to say that Hypebeasts today "flex" for the logo rather than admiring products of higher quality at an ironically lower price. Take for example, Gildan, their hoodies cost 10 fucking dollars and are the best easy buck clothing to date, yet, hypebeasts buy off white clothing for say uuhhhh, 300 dollars. It's just stupid that kids today save up for a very expensive clothing just for a logo rather than going for the easy buck yet good quality kind of clothing.
As with all trends that comes and goes, now you've left me wondering if and when we will see luxury brands shift back to their traditional style. I think the market is heavily swayed by the buying the power of the younger generation but if the cool kids decide to chang their mind and decide to flex more tailored or more subtle statements, this whole street centric trend will just be a phase then.
I strongly agree.
The biggest difference between spending big money on European beands and Japanese beands (that I have noticed) is that the European brands try to sell luxury while the Japanese brands (that I've spent money on) try to convince you that it cost them damn bear as much work as the price tag is. I don't feel that the younger generation will shy away from higher price tags if the garnets become more utilitarian than glitter. That being said, it's a very tech way of looking at clothing and pricing but that is more desirable than pretending to be rich.
I'm not the biggest fan of luxury brands trying to capitalize on street fashion. It's just ironic to me when you start seeing absurd price tags like the Balenciaga Triple S for example. Especially because street fashion has deep roots in hip hop, skateboarding, and other youthful movements. Traditional values were more about innovation and making do rather than having assets. I just feel like street fashion in its purest form should be something that's accessible but still niche, or something like that.
I think what you call "street fashion in its purest form" still exists, it's just hard to see through all the noise of "streetwear"
I'm in the process of starting a clothing brand and that last bit about making streetwear accessible but niche is something I really thought about, it really rings true. I was best dressed at my highschool and whenever I got asked how I managed to wear fits daily, it was really because I liked complimenting colors, and when I'd ask why they didn't dress up, they'd say because they didn't have the time or money, and I always wondered about the latter until I researched more. People are beginning to let the prices/brands define streetwear instead of themselves, I don't knock anyone for buying Balenciaga or LV cause they really do make great stuff, but you can also pull off a look from Old Navy or H&M.
It actually makes me laugh that brands like Balenciaga, LV, and everything else are so desperate to get a piece of the pie, that they have to resort to picking up streetwear designers. I’m proud or Virgil, being a fellow Chicagoan, but I think this is a hype, once they see that us the consumers aren’t interested in any of those big brands, they will cast out Virgil. To me streetwear is a lot more than a name brand. It’s how you wear it. And they don’t understand that. They’re trying to get into our lifestyle without even understanding it. I think its hilarious and sad that we have allowed these fucking big brands to come in and try to imitate a lifestyle that they used to look down upon, because it was just a poor people clothing...now look at them begging to get in. Disgusting.
I'm starting to like this series... Subscription activated
Really like these videos. You include discussions about fashion news and events but also japanese/asian streetwear.
That's just the fashion right now. Smart-casual is what's 'fashionable'. It's a market that luxury brands can get into easily.
Top quality content, man. Thank you.
I don’t understand why someone would give your videos a thumbs down. That’s crazy to me. Keep doing your thing Sun. Peace!
Awesome content!
this is the best fashion channel on youtube. a REAL fashion channel
I definitely agree that many of these luxury brands absolutely have a culture of not letting you in/not believing you will/can buy pieces from their line without "looking the part". Having lived in both the US and now Osaka, I can say (from at least my experience) that this is heavily practiced in the West; and though it's not as bad, it still happens in the East too. I think that this culture of following (high) brands is something that needs to break in the mindset of these luxury brands if they ever want to be successful with selling street items. Like you said, I don't think a vast majority our generation is looking for a brand to follow - we're more likely going to be looking for something that will set us apart and display our individuality in style.
Good video. Keep up the good work.
Pretty in depth stuff for only 10 minutes, you pick a lot into a little, very good video thanks for the insight!
Great video sir well spoken as always!
I loved this video
this was a superb well balanced look at the current state of streetwear. `I'm 40 years old. `came up in the hip hop era. in Europe. Seen all spectrums. I can't get with High Fashion "streetwear" because I've been through the faze of them literally slamming the door in our faces. I love new things in contrary of a lot of my peers who are still stuck in the 90's. admitting a lot of the new stuff draws inspiration from the pioneers of the streetwearculture in the 80s and 90s. I love your channel because it triggers me into delving into a new space of streetwear. `Thank you for that!
My think is why aren’t “sneaker designers “ not getting as much recognition as clothing designers, the Balenciaga Triple S is not quite my style shoe but this shoe made a huge impact in the cat walk this past February 2018. I think sneaker designers should get more exposure, is only fair.
Really like this stuff. Interesting and very well thought out. Sub on.
👏🏾👏🏾👏🏾👏🏾 well explained reggie!
Amazing content! Congratulations and thank you for the provocative act. It made me think with another point of view: what if those luxury clients, I mean those who are really on these brands target, were closer from the younger clients and needed some way to feel younger as them but still showing that they can wear something that those kids still can’t buy? I’m sure that some of these rich guys and old ones felt a little jealous about the success that the rap artists have, looking always fresh and cool for the girls. So, that way those brands could sell them the idea that they’re cool too.. but on “their own way” $
Trend equal Money , simple
Simply put 🤷🏾♂️
Could not agree more. 🙏🏽👏🏽
I think these fashion brands are trying to reach the market of kids growing up who have an unreal amount of money. That population of kids that have that type of money and love street wear are paving their own lane, and these high fashion brands know it
Nigga i love yo channel!! got me out her looking for a Kimono in a XXL n shit.
omg u r too good with describing fashion.
Culture vultures.
David Del Real I couldn’t agree more, well said.
Street Brands are closer to the culture, aren’t afraid to experiment and are flexible enough to adopt/create a new trend overnight (and without a board meeting).
Killer Video Casual
The thing I don't like about Luxury Brands that focussing more on streetwear is the lack of quality products. Most of the time it's just hyped bullshit collabs. It's unfortunate that most people nowadays don't care about the history or heritage of a brand and why they're special luxury brands in the first place. That's why I love brands like, WTAPS, Needles, visvim, Kapital, Neighborhood etc. Qaulity brands, with consistent collections that never go out of style. You can be drapped in Loui or Gucci but the dude who dresses himself in quality garments will always look better (and even more unique nowadays).
Tickle Rick true! Check me out bro @LarryWayneNY
I know your right because LV Gucci and others at that Level have been at that level for a reason. The history of the high fashion labels have been there because they represent a luxury which matches a luxury lifestyle. But because streetwear is at a organic level and luxury brands are losing at that organic level they are being pulled in that direction.
Now that the world has been bombarded with instant access to celebrities, the average person doesn't feel as significant anymore. Hence why people want that rare or bold piece to stand out a bit, but can still be average in their line of work and not really work as hard as they should to get that fame/recognition.
Definitely, luxury brands are for sure going into street inspired clothing for the younger generations. Its the most profitable market for them at the moment. At the end it is all about business and making money. Great vid as always, keep it up!! =D
your name card in the beginning of the video reminding me of persona 5
Straight facts
I don’t mind old things I definitely think other kids should check out more old stuff. There is so much great that has been done in all of the art forms. I myself am interested in some of the avant-garde fashion come out in the past and more recently especially the stuff that blends street fashion with more formal fashion. I personally am looking often to familiarize more with music and art that isn’t new as well as what’s new lately.
Amen to all of this. I have one question however. I know I thrift for all of my clothes, either in person in Portland or even sometimes online with small vendors. But when I look and when my friends look, we DO indeed admire quality over things such as branding and exclusivity. How does this then play into the millennial mindset?
i dont think that this generation is bored of the "old style". but brands see that there can sell there stuff with way less afford and a way cheaper production for the same price. And of cause anyone wants more revenue.
Would only buy these luxury high end street wear clothes if it's on sale.
This is why LV hired Virgil. His designs are even all that he is no Alexander McQueen.
I am excited to see what happens in subculture fashion next.
There was such a stigma around streetwear that black designers of this genre were looked down upon.
i dont think that black designers are looked down like anyone is saying. i think its was a long time not there interest if you consider there cultural background and there ties with hip hop culture. And in hip hop culture is only now getting in to high fashion. on the other hand most blacks in first world countrys live in the US and the big european fashionhouses dont have a the need picking US talent.
Who would’ve thought Minimalism , plus Helvetica Fonts, Cargo Icons, and sawed on unfinished pieces would be consider fashion by LV. I think his second year will prove if he’s a consistent designer.🤔🧐
3 years later and designer clothes are even more mainstream. Imo most people that are in to fashion don't look for unique, they look for big logos from known brands.
I am currently developing my brand and currently putting the pieces together quite well what I love the journey of it I've been doing this now for awhile and almost at launch. But I need a good team how should I go about developing my team
These high brands are trying too hard and just desperate. Will end up getting faked up. Awesome content!🙏🏻
Heritage brands like LV and Gucci are going to die out sooner or later, especially with the growing number of people that are more considerate towards the environmental impact of their clothes rather than the branding. This is why thrifting has grown in popularity along with vintage stores. Great video as always 👍.
I think the streets and out the trunk, a clean trunk, is where it's at. Exclusivity is a big thing too everybody can't have it although they may want it
it doesn't help that luxury brands aren't seeing the street aesthetic properly. I understand the pride they have in their products, but it's not going to take long before people realize that logo's on everything won't make it look good just because the material is better. well it's already happened before if you look at the failure that is the Supreme x Louis Vuitton collab. people need to realize that streetwear and high fashion are two different things that can be worked out if you look at both of them as an art form. while high fashion focuses on the craft and design, streetwear focuses on non-conformity and clout. as you said high fashion doesn't understand streetwear in that they just expect to do their own thing and work it out, when the reality is that high fashion just needs to express more individuality, to speak to the buyer a message that feels like their voice has been heard.
love . it
Hey Reggie: when you gonna play that piano for us...?
Balenciaga have been doing the Arena sneakers for a long time now. Id say the big brands have seeked out a casual style longer than most people think, but last 2 years it has exploded.
This is wrong too. They see that more money can be milked from the street style wearing people. The rich are educated.
Honestly I look for shit that's dope, that I like and not a lot of people got or if it is something everyone got, wear it in a unique way
where did u get ur shirt?!
sigh... consumers today still buying these ideas, believing buying clothes from global brands who making and distributing garments in such an enormous way and still , they believe these things they bought making them standing out
AGREE
I agree about LV. who are the actual buyers.
Can we get a video about the people behind the casual??
Interesting insight, it made me think about the status in China, i think our Chinese are leaning toward luxury band, because "rich" is the coolest statement you can make. I dont really sure if street wear even exist in China, younger generation is dressed just like kids from US. People with influence always show up with sponsored luxury brand, so..... The case you talking about find something speaks to you, doesn't really exist in China
and to add my opinion, yes that’s very true how millienials and gen Z wear the same items, i really notice that now that you’ve mentioned it. i live in toronto and i would say that 80-90% of the people that ARE into fashion, just follow trends and look like a blur. they follow “hype” and yes always looking for something new. me on the other hand i fall into the minority of how i dress. i have my own style, influenced by italian and japanese style. i really like trying new pieces and sillouttes. i also work in the industry so i get see new things everyday. it’s going to be an interesting year for fashion, especially with menswear. look at all the fashion houses bringing in new designers for their menswear line. should be interesting!
I like it. I'm going to stay in my lane but I'd be lying if I said that I didn't enjoy seeing what the wealthy foreign students on campus wear. People make fun of them and call them herbs or hypebeasts but its cool to see how the clothes fit on people of various shapes and sizes. Will Louis Vuitton still have European sizing? Or will the presence of Virgil Abloh change that?
Love everything you said except about LV in the West. You can walk in looking any way you want. I think I know what you were getting at, though. But anyways, fuck LV ;) YOU nailed it when you said if you are watching this... You aren't looking for these brands. You couldn't have been more right!
I like the clothing that comes with it, not the crowd it attracts
I think they will be really successful doing that
Everyone is gonna want a piece of the pie. Not sure how much help Virgil is going to be for LV. Already thought the supreme lv collaboration was whack.
times are changing and the new crowd is not wear those type of pieces anymore !!!
So exclusivity is defined not on quality of the product but how expensive it is, so nah.
Been Going*
I wish you would focus more on Japanese fashion culture. The video is about stuff that's been happening for years now and really doesn't bring a new perspective to anyone who follows fashion. Show Japanese thrift markets, retail stores/architecture and places of importance in the origin of yohji. Stuff like that would be way more entertaining then rhetoric.
Humza Qureshi We understand fully what you mean and that is on the table. But please remember there is only a finite amount of stores, brands, and collections we can cover. It can't last forever. After we've shown you all the stuff in our area, what's next? We have to build a sustainable model going forward. But we hear you and we're on it.
THE CASUAL On the flip side, I appreciate this kind of video. Maybe label this kind of video more clearly to distinguish it from the Japanese guides?
He was right about the "pop-ups" though. LV made instagram friendly neon pop-ups - specifically targeting new money from the east. LV are more about PR than innovation. They are going for short-term profit maximisation post Supreme collab. Easy for them to re-align themselves to extract as much wealth as possible in this tasteless period in the mainstream - the clout age
To get more money
The Demna Era
This is why Yeezy is going in the right direction when it comes to clothing and sneakers
I guess your topic exist like stussy, fendi, for a long time, so some collaborations, like the teddy adidas designer, raf ralph simmons, in my opinion fashion is a mirror of zeitgeist, usa focused fashion were and have changing the traditional fashion for a long time, i love virgil abloh style but the y do not wanna selling to target group who is the virgil group they wanna sell to the following after the heat of yeezy and nike/virgil, o am from europe loving hip hop style since xlarge, stussy, loving japanese style since fruit magazine but supreme itself is the aftermath product of the movement who did better than than other and they found a way to be luxury i guess who need it are the people who love to run after a red white logo, a powerful colorway since 1945, but back to your topic streetwear was born from the illfitted things which was born from the legt overs from brothers, nowadays vintage, something which told stories, nowadays, marketed in idols, namebrands and larger than life goats, but the true iconic fashion was always following the ideas of zeitgeist and trends, virgil is a trend, but there are more board pieces of tastemakers. Creatives and dreamers for sure worldwide
First of all, thank you for such a good video👍🏿
So I live In Zurich, Switzerland and in this City you see so many styles. I am „new“ in the fashion world. I‘m more that tipe of person which is in to high fashion pieces like LV or Prada. I also youse to weare Burrbery, Ralph Lauren or Giorgio Armani. But in the last weeks, I am really in to the „streatfashion“ style like dadshoes and oversized hoodies. But now I would like to ask if you can combine these 2 fashiontypes and get a bit of luxury and the streetculture?
The only luxury brand I would consider buying is Gucci. When I went to japan to Dover Street market I realized how dope they were. Top notch embellishments. But there is nothing special about the brand. You can buy it at almost any airport. Ha ha ha
Cash rules, enough said. Everyone wishes all these brands would just stay in their lane but they follow the money. I can't hate on it, though. They're businesses, and big ones at that.
It’s where the money is
The NERVE! Let the elitist fashion industry stay in their lane. The average Joe or Jane can’t just walk up in one of their stores but they want to greedily cash in on a market that thrives on individuality, openminded-all are welcome- consumers & bucking style trends (REAL streetwear)?! I feel like we should call them out AND not support them! Their bank accounts are full enough!
LET THE STREETS EAT!!! ✊🏾😤💪🏾
Zero respect for big brands trying to squeeze into a culture they know nothing about. They lack that street Jenesequa.
Anybody want a piece of the pie when the pie is good. But if the pie wasn't good nobody will try it.
I feel like someone's getting sabotaged, though I'm not sure if it's the street culture or high fashion.
Talib Kweli & Mos Def
Street is cool thats all.
I am not a fan of the corporate thugs starting to game indie territory. Let Gucci stay Gucci and not Street Gucci. Let the small fashion designer with an idea get into the biz. Prada and the like need not produce a Gansta line. This would be absurd.
When kids grow up they will move away from street clothes to luxury stuff. Just like hip hop artists. You no longer see FUBU because everyone is rocking LV and Gucci.
Fuck the luxury Brands and the hypebeasts, real style doesn't need to be expensive to be good.
But triple ss aren't exclusive
This is nothing new it’s been this way since the 80’s luxury brands just never wanted to admit it
Please sync your audio and video properly. It would be a great video except that. It’s just so distracting
i dont think its good for luxury brands going street because the streetwear community is often filled with young people and even students from elementary schools. Luxury brands were a thing because they were made especially for the people who can afford it like how i can afford a bag of doritos, not these young guys out here. There are definitely better investments for them unless they are planning to stick with fashion for their entire life.
$450 for a t-shirt? Nope.
I hate that they’re just treating street fashion as a trend though 😢
My NIGGA
"street"
Virgil Abloh, that's why
Im tired of luxury brands and high end streetwear! Give me some funky color dickies!
First
so basically people are superficial sheep.
they need hype or else they’ll go bankrupt.
I thought they didn't want us to wearing their clothing(blacks)!😠