The power of brands

Streetwear is a scene in the fashion industry that has recently exploded. From starting in skate and surf circles, streetwear has made its way into mainstream fashion all over the globe. I interviewed a street savvy and aware 17 year old to find out the reasoning behind wanting to identify with a brand despite not having the money to. 

To many, spending extortionate amounts on clothing is a waste of money. Amongst a certain fashion community however this is their identity. People wearing certain brand builds their image. A brand on more occasions than none is more than a name.

Jacob Carter, 17, Street style savvy and very fashion aware in the street style arena. 

At 17, how are you affording your style and all these streetwear brands?

"I afford streetwear brands by working a part time job and spending my money on limited items. I will wear these items for a short period of time and then sell them on for a profit so I can afford more future releases. My clothes will always sell for much more because at the moment they are in high demand and the items are limited so people will pay a lot of money for them."

Do your friends dress similar or are you the only one in your social group that identifies with streetwear brands?

"A few people I know have the same taste in clothing as me but my regular friend group all dress normal and I'm the different and outgoing one of the group."

Why do you value spending money on these items over anything else?

"I value spending money on streetwear items because I feel like I'm wearing something that not everyone else can have and its something different to everyone else that I hang around with"

What brands are you most devoted to buying/want to associate with?

I buy Supreme, Palace, and M+RC Noir because these are the most affordable prices for me compared to other streetwear brands. Other streetwear brands such as Off-white and Raf Simons are much more expensive. Definitely the brands I aspire to buy if I had enough money! My interest in rap culture includes the artists wearing this clothing so the people I see on social media and listen to everyday also have influence over my style I guess. 

Why choose these brands over standard brands?

"At college everyone more or less wears the same things and I don't want to be another person dressing the same. So, this is why I enjoy spending what some might say over the odds for these clothes that are limited. I don't have to look the same as everyone else and it allows me to be apart of the streetwear culture and hype surrounding these clothes. "

Do you therefore feel part of a knowledgable fashion community, because you yourself have knowledge on these streetwear brands?

Yeh, going to releases and drops in London where everyone gathers to buy clothes all have the same interest as myself. I automatically feel part of it being there with people that dress similar and i get to see what people are wearing from previous releases."