This is Not Fashion: Streetwear Past, Present and Future

A journey through the original and unique culture of streetwear

This is the story of streetwear. Authors King ADZ and Wilma Stone recount how a long line of subcultural movements have taken over both the high street and high-end fashion, and explore just how a revolutionary sartorial trend has evolved to encompass a vast range of disparate tribes, offering a powerful sense of belonging and identity to all.

The story begins in 1972, in Jersey City, USA, with the birth of the first-ever streetwear shop, Trash and Vaudeville. The journey then encompasses punk, Ivy League preppies, the hip-hop kings and queens of Harlem, the dresser/casual movement born out of British football culture, the skater scene of California, the Paninari scooter-brats of Milan, and much more. We are shown how streetwear, worn with integrity and swagger, has transcended culture, race, gender and age to become a lasting worldwide phenomenon.

Whether focusing on major brands such as Stüssy, Carhartt, Tommy Hilfiger and SHUT or today’s up-and-comers from South African townships or downtown Seoul, this dynamic study surveys the scene. It also takes a look at how the Internet era has changed the ways streetwear is sold and consumed, and how the field may evolve in the future. Packed with profiles of industry pioneers, Q&As with key figures and over 300 illustrations, this is the complete history of fashion’s fastest-growing and most influential movement.

Contents List:
• Foreword
• Introduction
• A Definition of Streetwear
• Wardrobe Essentials
• Year Dot • Punk
• Preppy
• Dresser/Casual
• Hip-Hop
• Club/Rave
• Paniani
• The Places
• Stussy
• Skate/Surfwear
• Internet Era
• The Future