This streetwear collection brings techno from the clubs to the streets. Remember, buy now and pay later is available with both klarna and clearpay, allowing all customers to experience true british luxury. Known for our graphic t-shirts, we know we create the best streetwear t-shirts on the mark. We work hard on getting the most exclusive t-shirt collaborations to provide ultimate value for our loyal rep customers, our collaborations with ozzy osbourne and motorhead show this.

In the 2000s, the advent of “Bling” culture saw established luxury brands make inroads into the market, with burberry, gucci and fendi making appearances in hip hop videos and films. Streetwear is a style of casual clothing which became global in the 1990s. It grew from new york hip hop fashion and californian surf culture to encompass elements of sportswear, punk, skateboarding and japanese street fashion. It commonly centers on “Casual, comfortable pieces such as jeans, t-shirts, baseball caps, and sneakers”, and exclusivity through intentional product scarcity.

Exclusivity and desirability are conferred by scarcity and insider knowledge rather than high prices. In short, streetwear has redefined how “cool” is made profitable. In the 2010s, some streetwear T-shirt brands were now coveted as much as the most historically elite fashion brands. Small wonder, therefore, that fashion brands have been buying into the streetwear trend in recent years. Among the highest profile examples are louis vuitton’s collaboration with leading streetwear brand supreme, and the luxury giant’s decision to hire virgil abloh, founder of streetwear brand off-white, as artistic director of louis vuitton menswear last year. By the late 1980’s, sneaker collecting had become a major part of the streetwear subculture, due in large part to the signature shoes of basketballer michael jordan.

The anticipation of a time-limited chance to buy helps create a tight-knit and almost cult-like relationship between streetwear brands and their consumers. With a growing trend of prominent brand names and logos on clothing, there has been a development of “Hypebeast culture” connected to streetwear as of the mid-2000s. Hypebeasts are defined as buying clothes and accessories simply to impress others. This trend is inspired by a 1990s fashion for clothing covered in brand names and logos. Hypebeasts usually wear a variety of name brands at once to boast their affluence and display popular trends.

Brand launches by the chief executives of record companies followed, with russell simmons of def jam launching his phat farm label, sean combs of bad boy with sean john, and jay-z and damon dash of roc-a-fella records launching rocawear. Rap superstar 50 cent a few years later launched his g-unit clothing label, with the sneaker rights given to reebok. Social media is their top source (84%) of influence, followed by the other young, urban people they see around them.