Streetwear wasn't always what it is today. It wasn't a luxury brand, a status symbol, or a billion-dollar business. It was rebellion. It was subculture. It was the clothing of those who didn't want to belong. Here's the story of how underground fashion became a global phenomenon.

The 80s – Birth on the Street

Streetwear originated in the 1980s – not in designer studios, but on the streets of New York and Los Angeles. Two cultures shaped it: skateboarding and hip-hop.

Skaters needed functional clothing: baggy pants for freedom of movement, sturdy sneakers, and hoodies to protect against the wind. Brands like Vans and Stüssy understood this and delivered. Stüssy, founded in 1980 by Shawn Stüssy, is considered one of the first true streetwear brands – originally surfboards, then T-shirts with his graffiti logo.

At the same time, hip-hop exploded. Artists like Run-DMC turned Adidas sneakers and tracksuits into a uniform. Fashion became an expression of identity, of belonging, of attitude. Streetwear wasn't just clothing—it was a message.

The 90s – From subculture to statement

In the 90s, streetwear became louder, more colorful, more self-confident. Brands like Supreme (founded in 1994) and A Bathing Ape (BAPE, founded in 1993) emerged. They understood that streetwear could be more than functional clothing – it could be art, provocation, a cult.

Supreme started as a small skate shop in New York and became a legend. The box logo – simple, iconic, coveted. BAPE from Japan brought striking camo prints and the ape head – playful, eccentric, different.

At the same time, the connection between streetwear and music grew. Hip-hop artists wore baggy jeans, oversized jerseys, and Timberland boots. Brands like FUBU, Phat Farm, and Rocawear emerged – by the community, for the community.

Streetwear was no longer just underground. It was visible. It was proud. It was a movement.

The 2000s – Streetwear meets luxury

The 2000s brought a crucial shift: streetwear began to merge with luxury fashion. Pharrell Williams, Kanye West, and other artists wore high-fashion brands like Louis Vuitton and Gucci – combined with sneakers and hoodies.

In 2009, Kanye West collaborated with Nike to create the Air Yeezy – a turning point. Suddenly, streetwear wasn't just for skaters and rappers anymore. It was for everyone who had something to say.

Brands like The Hundreds, Obey, and Diamond Supply Co. grew. Sneaker culture exploded. Limited releases, collaborations, hype – the foundation for what was to come was laid.

The 2010s – Hype, Collabs and the Mainstream

The 2010s were the decade in which streetwear conquered the mainstream. Virgil Abloh founded Off-White and later became creative director at Louis Vuitton. Kanye West launched Yeezy with Adidas. Supreme collaborated with Louis Vuitton—a symbolic moment: streetwear was no longer subculture. It was high fashion.

Instagram and social media fueled the hype. Drops became events. Limited releases sold out in seconds. Resale platforms like StockX turned clothing into an investment.

But there was also criticism: Was streetwear still authentic? Or had it become a marketing tool? A status symbol for those who could afford it?

Today – Streetwear in transition

Today, streetwear is everywhere. It's on the catwalks of Paris, in the collections of Dior and Balenciaga, in the wardrobes of teenagers and CEOs. It's both democratic and elitist.

But there is also a counter-movement. Smaller, independent brands are focusing on sustainability, print-on-demand, and meaningful designs. They want to return to their roots: authenticity, creativity, and community.

Streetwear is no longer just an aesthetic. It's an attitude. It's the question: What do I want to express? Who do I want to be? And it's the answer: Myself.

What remains

Streetwear has changed – from the streets to the galleries, from subculture to the mainstream. But its core remains: the desire to express oneself. To not conform. To wear something that tells a story.

Otto STRTWR is all about that. Not hype, not status – but designs that mean something. Clothes you wear because they speak to you. Because they become part of your story.

Welcome to the next evolution of streetwear.

Which streetwear era appeals to you the most? Have you witnessed its evolution firsthand? Let us know in the comments – we look forward to hearing from you!