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Thames & Hudson

This is not fashion : Streetwear

A journey through the original and unique culture of streetwear, discovering it’s past, present and future. Filled with over 300 illustrations. Paperback. 195 x 250 mm. 304 pages. 2018. English.
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This is the story of streetwear. Discover the journey of how a long line of subcultural movements have taken over both the high street and high-end fashion, and explore just how a revolutionary sartorial trend has evolved to encompass a vast range of disparate tribes, offering a powerful sense of belonging and identity to all.

The story starts in 1972, in Jersey City, USA, with the birth of the first ever streetwear shop: Trash and Vaudeville. The journey then encompasses punk, Ivy League preppies, the hip-hop kings and queens of Harlem, the dresser/casual movement born out of British football culture, the skater scene of California, the Paninari scooter-brats of Milan, and many more. Whether focusing on major brands such as Stüssy, Carhartt, Tommy Hilfiger and SHUT or today’s up-and-comers from South African townships or downtown Seoul, this dynamic study surveys the whole scene. It also takes a look at how the internet era has changed the way streetwear is sold and consumed, and how the field might evolve in the future.


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