Style has been a phenomenon over time that has refused to be boxed. On the streets, in the office, on the runway and more, “streetwear” has become the untraditional fashion gatekeeper of the 21st century. Rooted in the skate, surf and hip hop culture of the 70s, streetwear has morphed from a small sub category of fashion into the future and reality of what high fashion has become. Rather puzzling in both what defines streetwear and how exactly it has evolved into what we see today, one thing remains true, it has heavily influenced and arguably taken over our definition of “high fashion.”
What started as a bunch of young guys obsessing over skateboarding or basketball, as well as rock climbing and trail running, has evolved into an international style phenomenon. Yet, there is not one clear definition encompassing all style genre. Streetwear has many definitions, but most people agree the industry is sustained by hype with customers queuing for hours for the latest release, or reselling whatever limited-edition product they have bought for a greater price online.
When considering the evolution of streetwear and its impact on the fashion industry, we must first give credit where it is due- to the powerhouses of the streetwear phenomenon. When you think “streetwear,” it’s likely that certain brands immediately come to mind. Think Waffles and Cream, Orange Culture, Off-White, Mowalola and now, Always Fresh Gear.
Clothing brand, Always Fresh Gear, founded in Uyo in 2012, is a byproduct of the collaboration between the street culture and fashion, an artistic approach to style. Many may deem AFG to be an architect that sculpts the beginning of the streetwear phenomenon in that region.