After dominating fashion for most of the past decade, urban fashion is finally going out of style. Although it seems that the world of fashion is constantly changing with new trends and styles that are bought every season, there is no doubt that urban clothing by designers is not going to disappear quickly. With clever marketing tricks and good quality clothing, the urban fashion hype hasn't died out yet. Brands continue to collaborate to create incredible new collections, and every new Supreme release continues to excite.
Whether urban fashion has an alternative remains to be seen, once again relapsing to lose relevance. For now, it's at its peak, and it's still that way. Brands that haven't been in the urban fashion industry for many years will struggle to connect with that customer base, no matter the style of their product. Thanks to brands such as Aries, Palace and Union NYC, urban fashion and its subcultures have made their way to the forefront of the fashion scene and have become something intrinsic to its history.
Heron Preston is part of New Guards Group, the Italian company that applied the luxury conglomerate model to urban fashion and is now owned by Farfetch, the e-commerce conglomerate. California has always been a nerve center when it comes to urban clothing for men, and many of the biggest names in urban fashion originate there. Demographic and regional differences are key to measuring urban clothing and determining how much and how consumers spend. 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.
Abloh ended up retracting his statement a bit and told Vogue that he wasn't saying that urban clothing would disappear, it would go away; it always comes back, but two years after making his prediction, there's no doubt that he was right. In an urban fashion landscape driven by limited editions and an advertising machine that revolves around cultural influence, buyers are looking for brands that stand out. That's why many urban clothing brands like to collaborate, both with other designers and with celebrities, raising their profile and bringing their designs to the masses. It should be noted that low-income respondents were willing to spend up to five times more on streetwear per month than on products other than urban clothing.
Meanwhile, while an overwhelming 74% of respondents in North America and Europe stated that urban clothing products are always in fashion, only 54% of respondents in Asia reported that urban clothing products are always in fashion. More than just a trend, urban fashion has become a real state of mind and luxury homes have understood this.