DrJays.com Debate: Is urban fashion still hot?
Our Summer Sensations crew pose in the hottest urban fashion/streetwear
Today’s cover story of fashion industry bible Women’s Wear Daily is all about “streetwear’s new road”.
Writer Julee Kaplan gives an overview of how when hip-hop music ruled the charts a decade ago, associated fashion brands like Rocawear, Sean John, Phat Farm, G Unit, JLO by Jennifer Lopez and Fetish were launched to a huge response, thus creating an entire new style demographic.
Rap record sales have gradually been declining since then and as such, many artists are having a much harder time launching and maintaining street-oriented clothing lines than in previous years.
According to Kaplan:
Perhaps part of the reason for this is that hip-hop had to become more mainstream in order to grow, focusing less and less on urban specialty stores and more on department stores like Macy’s and Dillard’s. That in turn alienated those consumers who wore it because the look was considered to be cutting edge. Now once-notorious rappers like LL Cool J are doing collections for retailers like Sears.
However Aaron Jones, DrJays.com’s Merchandise Manager, is quoted in the article saying “[Today's] girl is not as brand driven as she used to be – she’s more item driven. That’s why it’s harder than ever to break into this market as a new brand.
“Our customers always like to mix up their looks with an H&M shirt, Akademiks bag and True Religion jeans. We do really well with brands like Miss Sixty, Creative Recreation and True Religion on [our sister site] DJPremium.com.”
Simone Berry, creative director of Signature Apparel (the licensee for Rocawear women’s and the upcoming relaunch of Fetish) adds: “There have been changes in the lifestyle so the fashion has to follow.
“Girls today are inspired by rock music and celebrities like Nicole Ritchie and the Olsen girls. We have this whole boho chic thing happening.”
What do you think about the current state of urban fashion/streetwear? Speak on it.