Demna calls the idea that urban fashion should be separated in some way from haute couture as synonymous with the “dysfunction of the industry”. The true meaning of urban clothing, after all, is simply what you wear on the street. The culture of urban fashion and sneakers is a form of collective hysteria, spread on the Internet and fueled by insecurity. In the near future, the urban fashion fever will reach its peak and the category will become something completely different, if not different.
Rather than having in-depth knowledge of clothing design and construction, urban clothing consumers generally appreciate the history of the market and the positioning of the brand more. They produce most of the highest-value items in urban fashion, sneakers, which gives them incredible financial power in the urban fashion industry. This is a cultural change, since urban fashion works in the opposite way to the common practice of brands that tell consumers what to wear. Hoodies, t-shirts and shoes are still the most coveted urban fashion items, with no limit in terms of their usability.
The fashion industry defines urban clothing as casual, fashionable clothing worn by followers of popular culture. There is little chance that anyone on the Internet would criticize these garments, and there was a good chance that the now-influential urban fashion personalities from OG would wear them, serving as free channels for “earned media”. These ideas highlight the current segmentation of the urban fashion market and, more importantly, the sales capacity of urban clothing. Not only are they comfortable, but they also work as blank canvases for the printed and embroidered graphics that shape urban clothing.
This swindler mentality, of constant self-promotion combined with a persistent and burning thirst for relevance, is fundamental in the world of urban fashion. Abdon Lepcha, creative director of Cravatex Brands Limited (Fila), explains that urban fashion is a way of thinking, not just a trend. In fact, Virgil Abloh, the patron saint of this movement, has compared the rise of urban fashion to the introduction of ready-to-wear by Saint Laurent as a democratizing moment in fashion. Sportswear and streetwear are often referred to interchangeably, largely because sportswear brands are the foundation of modern urban clothing.
In addition, he states that the culture of hip hop is no longer just a cult, but an important community considering the size of young people in India, many of whom are influential people, it was time for urban fashion to become widespread. Access to promoted products transmits the knowledge and prestige of a retail store within the sector and, therefore, considers it a true urban clothing store. Street fashion is often not defined by product category, marketing schemes, or price, but rather as a culture. Consumers of urban clothing are looking for affordable clothing to whet their appetite every month, selecting garments because of their versatility and scarcity.