My streetwear education took place in San Diego. Where culture defined movements, not commerce. In down town, an unofficial collective on the G st. block set the stage for what had been and what could be. An entire block of independent brands, some real contemporary and few that lived through the test of time.
As a young skateboarding punk I was involved in streetwear without the intention. As skateboarders we wanted to signal to others we were apart of this, at the time, strange underground activity and lifestyle. These skate brands were a product of wheels to the pavement, hopping fences, DIY, dodging authorities, and independence. The greatest thing about skateboarding was the independence. No need for tryouts, no competition, and most importantly no rules. I often think about the principles skateboarding will instill in entrepreneurs. If you’re willing to risk your life, throwing yourself down a stair set 1000 times in the pursuit of landing a trick nobody will be there to see, it makes taking L’s in business a breeze. You’re telling me I can fail 1000 times in business and never have to visit an emergency room? Easy.
These are 5 a.m thoughts, I’ll find the point of this blog eventually.
“Street wear is dead! Streetwear is dead?”
Streetwear will never die, as long as there’s a kid picking up his first skateboard or a hustler making his first drug deal. It’s my impression what many may call “Streetwear” may be confused, or even better, unaware. It’s a personal dilemma of mine, it’s like opera, if the younger generation doesn’t appreciate opera today, it will die tomorrow. Majority of self proclaimed contemporary “Streetwear” I would define as “gram wear”. This isn’t shade in any way shape or form. I think people feel the need put things into a genre and the term “Streetwear” has become the victim of over generalization. I would refer to majority of these brands as being inspired by instagram. The internet has been great for commerce. In a single moment the walls of commerce came crashing down. It’s the easiest and hardest time in history. The cost of entry has diminished. No longer do the classic rules of commerce apply. So while now the cost of entry vanished, the competition has exploded via the idea of “oh I can do this too”. There’s nothing street about cropped tees. There’s nothing street about flared sweats. There’s nothing street about asking for permission. There’s nothing street about licensing.
Time-Place remains anonymous because how many graffiti writers, drug dealers, or thieves have a LinkedIn account with professional head shots? None. All of which principals are applied. I’m gonna advertise it that means forcing myself upon the world the way someone vandalizes with spray paint. I’m gonna move weight the way I used to bag up tree and miscellaneous substances. And I’m gonna steal like Picasso.
Bootlegs, flips, rips, spinoffs, samples, whatever you want to call it. Imagine hip hop without stealing samples? Is it even rap music? Find something, steal it, flip it, make it yours, make it new. Too $hort didn’t email bootsy Collins before he sampled ‘I’d rather be with you’. He just did it. That’s streetwear.
I fucking love stealing shit.
In all honesty. I wouldn’t tell anyone I’m into fashion. I could care less. I’m into stealing shit. I’m into telling stories. I’m into sales. I’m into making things. I’m into guerrilla marketing. I’m into empowering artists. I’m into underground movements. Fashion industry just offers a low cost of entry with billions in annual consumer spending.
In San Diego the culture of local streetwear was different. It was definitive. Here in Jacksonville, not so much. At first I found this as a handicap. Now I see it as an opportunity to play a part in the maturation. Now it’s fun rather than a daunting task.