
One of the main trends that we have been witnessing in recent years is the steady move of high fashion brands into the
streetwear market. Entire brand relaunches have been based on it, with Givenchy maybe being the most prominent one. When talking about streetwear, we do not mean denim or leather jackets, we mean bold graphic t-shirts and attention seeking sneakers. When a few years ago high fashion was exclusively known for premium materials and proper cuts, today things look a little different. Their graphics have become very interesting and their expertise in fabrics and special treatments is obviously also adding to the appeal of their products. Givenchy, Christopher Kane, Paul Smith, Marc Jacobs producing all over print tees is nothing new anymore. Margiela and Louboutin making solid sneakers that might actually get more eye balls than the latest Nike Dunk is also routine at this point. Has the consumer changed, has streetwear not been able to defend its own territory or what else could have caused this change?