Fashion and Streetwear: The Rise of Street Fashion and Its Influence on Mainstream Style

From the origins to the current fashion trends, delve into the dynamic world of Indian street style.

In recent years, the influence of streetwear style has made the global fashion industry adopt a welcome operational shift. Streetwear style is now rising from the pavements and subcultures to the runways of high-end fashion shows. This globally pervasive trend has not left India untouched. The vibrant and diverse Indian fashion scene has enthusiastically embraced this phenomenon, blending western influences with local aesthetics to create a unique Indian streetwear identity.

Streetwear in India has begun to shape the mainstream fashion narrative, bringing a youthful, fresh, and rebellious edge to Indian style. Originally considered a symbolic representation of counterculture, streetwear now finds itself elevated to the forefront of fashion. This is breaking down the barriers between high-end couture and everyday style. This style, characterized by casual clothing like t-shirts, jeans, sneakers, and an emphasis on brand logos, has seen a dramatic rise in popularity in urban India.

Moris Media, a leading digital marketing agency in India, investigates the world of streetwear and its rise in India, we will explore how this fashion revolution is not just about style, but also a reflection of cultural shifts, changing consumer preferences, and a fresh expression of individual identity.

Streetwear: Understanding the Roots

Streetwear origins is credited to New York City way back in the 1970s and early 1980s. Initially, it was associated with the hip-hop culture and skateboarders who sought comfort, durability, and an expression of their counter-culture beliefs. The style emerged as a response to the restrictive norms of mainstream fashion, as youth sought to create their own identity through a combination of music, art, and style.

By the 1990s, streetwear had started to gain more traction and began influencing the wider fashion industry. Brands like Stussy, Supreme, and later, Off-White, created limited edition clothing that elevated streetwear from a counterculture movement to a mainstream trend.

In India, streetwear developed its foundations in the early 2000s,  buoyed by the increasing influence of western culture. The rise of the internet and growing usage of the social media ensured that this trend spread its wings quite fast. This cultural import was embraced by the Indian youth who connected with its sense of rebellion, individuality, and its fusion of fashion and art.

Indian streetwear initially mirrored western trends, borrowing heavily from the aesthetics of American hip-hop and skateboarding culture. With the passage of time, streetwear has evolved and now incorporates elements of Indian culture, politics, and local street art. Indian streetwear brands like VegNonVeg and NorBlack NorWhite have emerged, offering a blend of western streetwear silhouettes with Indian motifs and patterns.

Streetwear in India also took cues from the country's rich tradition of textiles and handicrafts. Traditional Indian fabrics like khadi and methods like block printing and embroidery started to find a place in streetwear designs, resulting in a distinct style that reflected the country's cultural heritage while resonating with the global trend.

The Rise of Streetwear in India

We have seen over the last few years the evolution of streetwear being accepted more and more in India's mainstream fashion. A confluence of factors has led to this surge, with the millennial and Gen Z populations at the forefront. Their increasing global exposure and desire for self-expression have largely fuelled the streetwear revolution in the country.

India's burgeoning hip-hop scene, largely inspired by the success of movies like 'Gully Boy', and the global popularity of artists like Divine and Naezy, has also played a significant role in the adoption of streetwear. The style, closely associated with the hip-hop community globally, found a natural ally in India's growing hip-hop movement.

With ecommerce and social media platforms now a part of everyday lives, the streetwear trend benefitted significantly. The ease of access to international brands and trends through online platforms has reshaped the Indian consumer's shopping habits. Additionally, influencers and fashion bloggers on platforms like Instagram have played a crucial role in popularizing streetwear trends.

Indian streetwear brands, such as Huemn, Six5Six Street, and Jaywalking, have also contributed to this rise. These home-grown labels, with their blend of Indian aesthetics and global trends, are challenging international brands and carving a niche in the Indian fashion market.

The incorporation of streetwear by high-end Indian designers like Manish Arora and Masaba Gupta in their collections and its presence on the ramps of major fashion events like Lakmé Fashion Week is a testament to its growing acceptance in mainstream fashion.

This rise of streetwear in India signifies a shift in the Indian consumer's mindset. No longer confined to high-end brands and traditional attire, the Indian youth is experimenting with their fashion choices. Streetwear, with its emphasis on individuality, comfort, and its blend of global and local elements, is providing them the perfect canvas to express their unique identity.

Streetwear in its Indian adaptation essentially represents a meeting of cultures, a mix of global trends, and local tastes, while embodying the spirit of the youth's quest for individual expression.

Impact on Mainstream Fashion

Streetwear's impact on mainstream fashion in India is undeniable. We see how it has travelled from fringes to being a core of the fashion industry, with its impression permanently imprinted.

High Fashion Adoption:

Prestigious Indian designers have been incorporating elements of streetwear into their collections. Streetwear elements like hoodies, graphic tees, and sneakers are seen on high-fashion ramps, blurring the lines between haute couture and street style. This fusion demonstrates the profound influence streetwear has exerted on mainstream fashion.

Casualization of Fashion:

Streetwear is increasingly preferred due to the emphasis it puts in comfort and individuality. This has led to a marked shift in mainstream fashion towards more casual, comfortable clothing styles. Even in formal settings, the rigid dress codes are giving way to a more relaxed approach, often called 'smart casual' which borrows heavily from streetwear aesthetics.

Brands and Retail:

Established fashion retailers and new brands alike are increasingly embracing streetwear. From launching streetwear-inspired collections to collaborations with street artists and designers, brands are capitalizing on this trend to cater to a younger, fashion-conscious audience.

Influence on Bollywood Fashion:

Streetwear has also significantly influenced Bollywood - India's massive film industry. Actors and actresses are often spotted in streetwear, thereby endorsing this trend. Their stylists play a significant role in popularizing streetwear trends, thereby directly impacting mainstream fashion.

Consumer Behavior:

The rise of streetwear has led to a change in consumer behaviour. Shoppers, particularly younger demographics, are leaning towards fashion that helps them express their individuality and aligns with their values. The trend-led nature of streetwear, its roots in subcultures, and its democratic appeal sync well with these aspirations, causing a shift in buying patterns.

Essentially, streetwear's influence on mainstream fashion in India is transforming the very definition of style, making it more inclusive, expressive, and focused on individuality.

Streetwear and Culture: Beyond Fashion

India is a country known for its vast cultural landscape of India. Hence, streetwear in this country  is more than just a trend. It represents a dynamic cultural phenomenon, deeply ingrained with music, art, and youth culture.

Indian streetwear culture reflects the spirit of the vibrant young population, their rebelliousness, creativity, and desire for self-expression. Many elements of streetwear are influenced by popular culture, including Bollywood, local music genres, sports, and even regional political movements.

The interplay between streetwear and music is particularly strong. Hip-hop, an integral part of streetwear's roots, has been rapidly gaining popularity in India, with local artists and rappers adopting and localizing this genre. Their style, heavily influenced by streetwear, has found acceptance among their fan base and the youth, fuelling the growth of the streetwear trend in India.

Similarly, street art and graffiti, often associated with the global streetwear scene, are finding their place in Indian cities. Streetwear brands often collaborate with local artists, resulting in apparel that is a fusion of global streetwear aesthetics and Indian cultural elements.

In the realms of social media and fashion influencers too, streetwear is shaping narratives. Influencers don streetwear styles, aligning with the tastes of their young followers, thereby propagating this style further.

Indian streetwear is not just about style but a medium of storytelling, expression, and identity for the youth, deeply intertwined with the culture and subcultures they belong to. It is, indeed, fashion that goes beyond the confines of fabric, becoming a way of life.

Challenges and Future of Streetwear in India

Despite its growing popularity, the streetwear industry in India faces several challenges. One key issue is the accessibility and affordability of streetwear. Most global streetwear brands are priced high, which is a hurdle for the vast young demographic. Streetwear, as a fashion genre, still lacks awareness and recognition, particularly for the senior section of the population.

Counterfeit streetwear is another challenge that brands need to tackle, as it undermines the industry's growth and the authenticity of the culture. Furthermore, while local brands are emerging, they face competition from global names and the challenge of balancing quality and pricing.

Looking ahead, the future of Indian streetwear appears promising. As global influences mix with local tastes, we are likely to see more uniquely Indian interpretations of streetwear. Emerging local brands are expected to gain strength and popularity, bringing in an era of 'desi streetwear'. The increased digital connectivity and influence of social media will further fuel the growth of this trend.

Streetwear continues its resonance with the cultural zeitgeist of Indian youth. We will soon see it is set to carve a permanent place in India's fashion landscape, ultimately transforming the way we perceive style in the country.