“Rise of the Subversive Streetwear”; a new Streetwear Online fashion collection

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Streetwear Online, the new curator and purveyor of street fashion, has launched a collection around the subversive brand parody micro-trend in streetwear, exemplified by Homies, Ain’t Laurent and Celine Dion brands, which shows a post-modern two-fingers up to the designer brands that have dictated the meaning of fashion for so long.

Cara Delevingne with friend in a cafe wearing another black and yellow Homies beanie

Cara Delevingne with friend and Homies beanie

... Hermes is for your mum. Homies is for the streets.

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Streetwear Online has been set up to act as a pathfinder in the multi-faceted, ever changing world of streetwear fashion. Their aim is to select the best of the new brands making their mark on the streets of New York, LA, Hong Kong and Tokyo and curate them into exclusive collections for the urbanites of London, Barcelona, Berlin, Paris and Stockholm. Our promise is to present these collections at the best prices, as well as providing context for the trends within Europe.

Streetwear Online has been following the many micro-trends springing up, driven by celebrities like Rita Ora and Rihanna and the power of the celebrity “selfie”, bringing focus on the skate/sportswear trend (by rocking American baseball shirts/jackets and the over-sized sports beanie) as well as the 90s revival featuring the likes of Adidas and Reebok..

From this cauldron of this creative chaos, Streetwear Online presents it’s first collection focused on the ultimate democratisation of brands: “Rise of the Subversive Streetwear”
Is it tongue-in cheek, a homage or is it just a parody? - The collection aims to give access to all people and buy the fashion statement that resonates with them.

The key to the subversive streetwear are faux branded logos which are so blatant they are being worn by supermodels and rap stars, i.e. people who can afford the real deal but are choosing to wear the fakies (in their selfies).

The Brand Subversion in Streetwear

From a tongue in cheek jab at a well known French fashion house, the Homies label has carried into Europe thanks to the likes of Nicola from Girls Aloud and model du jour Cara Delevingne (seen regularly with Harry Styles at London fashion week). The message is simple “Hermes is for your mum. Homies is for the streets”.

This micro trend holds a mirror up to the high fashion world reported upon slavishly and reflects back what it sees with a smile. Which is why, soon after Hedi Slimane announced the controversial decision to drop the Y from YSL (and also following the the big man’s passing) printed sweatshirts with the phrase ”Ain’t Laurent without Yves”, appeared on the streets of New York. Another great example of the wit and sassiness of this streetwear genus, without a focus groups in sight.

As for the “Titanic” of this postmodern stance on streetwear the “céline dion” statement is possibly the best in ironic streetwear commentary. Pulling both on the strings of the singer and the haute couture Paris fashion house within one perfectly constructed print.

With so much energy and humour bubbling up from this micro-trend, Streetwear Online has brought together all the key streetwear pieces for this Autumn including Ain’t Laurent beanies, Celine Dion t-shirts as well as Homies vests, sweatshirts, hoodies and bags to allow the true streetwear aficionado their own slice of streetwear style statement this Autumn.

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Jess Dunkle
@StreetwearEU
since: 09/2013
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