Streetwear is a short-term path for luxury brands

Many of the most famous luxury fashion brands, from Louis Vuitton to Chanel, have been embracing partnerships with streetwear brands, which adhere to a California skate culture/New York early punk aesthetic, meaning they have put their money on short-term marketing ploys over what made them special in the first place: branding.

Where to start

Luxury brands have a new infatuation. It’s called Streetwear, the term to describe casual fashion that is part California skate culture, part New York early punk and hip-hop, and almost always contains a DIY spirit. Iconic California streetwear brand Stussy began as a maker of graphic tees; the Japanese brand Undercover has gone all the way from tees to sportswear infused with a UK punk ethos. Nike and Adidas, because of their contributions to sneaker culture, also qualify.

On the surface, it may be difficult to see how luxury brands mesh with hoodies and t-shirts, but ever...

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