Streetwear History

Undergraduate Student Perceptions of Streetwear Fashion

Overview

Streetwear fashion, gaining prominence in the late 1980s and early 1990s, has evolved from urban culture and hip-hop, primarily in the United States. This thesis investigates undergraduate students at San Francisco State University (SFSU) and their perceptions regarding the origins of streetwear fashion, reflecting on their knowledge and engagement with cultural history. One critical focus is on the potential for cultural appropriation among Generation Z consumers, who may engage with trends lacking a foundational understanding of their origins.

Abstract

The rise of streetwear as a popular fashion genre has led to significant interest in its cultural roots, particularly how younger generations, especially Generation Z (ages 18-26), relate to it. The study surveyed 176 undergraduate students to assess their attitudes towards streetwear fashion, uncovering a disconnect between trend engagement and a knowledge of its cultural significance. This gap raises concerns about cultural appropriation, emphasizing the need for educational initiatives to preserve the authentic ties of streetwear to its origins in Black and Brown communities.

Acknowledgements

The author expresses gratitude to advisors who provided mentorship and guidance throughout the thesis process.

Table of Contents Highlights

1. Chapter 1: Introduction to streetwear, its cultural significance, and the study’s purpose regarding appropriation vs. appreciation.

2. Chapter 2: A literature review exploring the definitions of culture and cultural appropriation, the rise of streetwear trends, and the influence of social media.

3. Chapter 3: Methodology outlining the quantitative and qualitative approaches used in the study, including the survey structure.

4. Chapter 4: Results concerning demographics of respondents, their knowledge of streetwear, and patterns in social media influence.

5. Chapter 5: Recommendations and implications to mitigate cultural appropriation through education.

Cultural Context of Streetwear

Streetwear blends elements of urban culture, music, and self-expression, emerging as a response from youth in marginalized communities. Originally characterized by distinctive clothing styles such as oversized fits and casual aesthetics, it has often been appropriated by mainstream fashion industries, distorting its authentic origins. In particular, the rise in corporate interest has led to a commoditization of streetwear, threatening its deep cultural roots.

Cultural Appropriation

Cultural appropriation involves dominant cultures exploiting the customs and artifacts of marginalized groups. This thesis posits that streetwear has faced appropriation, especially evident in how major brands have capitalized on trends without acknowledging their historical significance in Black and Brown communities.

The Impact of Social Media

Social media's pervasive role in shaping streetwear trends raises critical questions regarding authenticity and knowledge of cultural origins. Platforms such as Instagram and TikTok create a landscape where trend-driven consumption often surpasses cultural understanding. The thesis emphasizes the dual-edged influence of these platforms: while they promote accessibility to trends, they risk perpetuating cultural misappropriation.

Methodology Overview

The research employs a mixed-methods approach, incorporating quantitative surveys to glean data on students' knowledge and qualitative insights for depth in understanding individual perceptions. The survey assesses familiarity with streetwear history, engagement with trends, and willingness to learn about cultural origins.

Sample Demographics

Participants were limited to undergraduate students at SFSU within the Generation Z age range. The sample included a diverse ethnic composition, yet the majority identified as Latinx. Findings demonstrated varying levels of knowledge about the history of streetwear, with a significant portion expressing minimal awareness of its cultural roots.

Key Findings and Analysis

Data revealed that while participants enjoy wearing streetwear and consuming urban music, many lack depth of knowledge about its origins. It was noted that participants most engaged with social media sources like TikTok and Instagram not only for fashion inspiration but also for cultural references. Results indicated that increased exposure to social media aligns with potentially appropriating trends without the foundational context necessary for appreciation versus appropriation.

Recommendations

The thesis advocates for a robust educational framework within fashion programs to integrate cultural history lessons, emphasizing the importance of recognizing the contributions of marginalized communities. Additionally, social media influencers and brands should create content that highlights the historical and cultural significance behind streetwear trends, thereby fostering respect and understanding among consumers. The study calls for accountability from brands in providing context regarding their cultural inspirations, thus bridging the gap between appreciation and appropriation.

Origins of Streetwear

Streetwear fashion originated in the late 1980s and early 1990s as an outgrowth of urban culture and hip-hop, primarily in the United States. Characterized by its distinctive clothing styles, which often include oversized fits and casual aesthetics, streetwear was a form of self-expression for youth in marginalized communities. These styles reflect a blend of cultural influences and serve as a commentary on social issues. However, as streetwear gained popularity, it was frequently appropriated by mainstream fashion industries, leading to a distortion of its authentic origins and a lack of recognition for its roots in Black and Brown communities. The rising corporate interest in streetwear has led to a commoditization that threatens to erase its cultural significance and historical context.