The most influential subculturas

The most influential subculturas THE TEN MOST INFLUENTIAL SUBCULTURES OF THE DECADE

Born in the 1970s, Goth never quite goes away. That might be because its morose, romantic outlook is the perfect encapsu...
04/10/2022

Born in the 1970s, Goth never quite goes away. That might be because its morose, romantic outlook is the perfect encapsulation of teenage ennui. Or maybe it's because black looks good on everyone. Either way, goth was huge during the 2010s, inspiring all sorts of spinoffs and updates, from "street goth" to "health goth" and more. Goths of color fueled much of this creative expansion, as artists like DJ Venus X grew her GHE20G0TH1K parties from local New York phenomenon to global brand, inspiring rappers like A$AP Rocky to come along for the ride. Fashion designers, both new and old, also played a huge role in the 2010s goth explosion.

Ah yes, normcore. You probably remember it. Though satirical trend forecasting K-Hole came up with the term to refer to ...
04/10/2022

Ah yes, normcore. You probably remember it. Though satirical trend forecasting K-Hole came up with the term to refer to the novel concept of rebellion through fitting in, normcore didn't blow up until a 2014 New York Magazine article came out detailing how downtown New York scenesters were dressing like suburban moms and dads. From there, it created a firestorm, as mainstream press and actual normies couldn't even conceive of something so seemingly stupid actually existing, while the cool kids—the actual normcore adherents—rejected the term, almost embarrassed at being called out flexing in their white runners, turtlenecks, Crocs, and light-wash jeans.

Like it or not, hypebeasts and sneakerheads are also responsible for the popular influence of skateboarders on fashion d...
04/10/2022

Like it or not, hypebeasts and sneakerheads are also responsible for the popular influence of skateboarders on fashion during the 2010s, showing the world there was a market for skate-specific footwear and clothing far away from the local ledge spot or plaza. Though real skaters kept things core, looking at fashion's interest in their culture with wary eyes, some couldn't help but spread skate culture and clothing around the world via their other interests.

During this decade, sneakerheads and hypebeasts changed not only youth culture, but also high fashion, influencing staid...
04/10/2022

During this decade, sneakerheads and hypebeasts changed not only youth culture, but also high fashion, influencing staid European labels like Gucci to adopt graphic-heavy, active-inspired clothing and limited drop releases, while sending Virgil Abloh, one of their own, to the pinnacle of success as the first Black artistic director at Louis Vuitton. Streetwear has infiltrated and defined the new luxury market.

When Highsnobiety founder David Fischer mentioned subcultures to Digiday, he was talking about sneakerheads and hypebeas...
04/10/2022

When Highsnobiety founder David Fischer mentioned subcultures to Digiday, he was talking about sneakerheads and hypebeasts, two distinct but intertwined subcultures united by a love of limited drops and rare drip. And though both sneakerheads and hypebeasts date to the 1990s and 2000s, decades which saw them lining up along downtown New York streets in hopes of copping Pigeon Dunks or rare Supreme collaborations, they truly took over during the 2010s.

That's why sneakerheads, for example, are just as much of a subculture as punks. Sneakerheads take something with a spec...
22/09/2022

That's why sneakerheads, for example, are just as much of a subculture as punks. Sneakerheads take something with a specific intended use and repurpose it to their own needs, subverting its original meaning without political intentions. Take Jordan 11s, sneakers designed to be worn for basketball. They're performance shoes right down to the full-length carbon fiber plates in their soles. So, when a sneakerhead repurposes Jordan 11s as a fashion statement, an icon of commodity fetishization, and a marker of community identity, that original athletic intention has been subverted.

They don't need to stand for something or even stand against something. They just need to stand apart, separating themse...
22/09/2022

They don't need to stand for something or even stand against something. They just need to stand apart, separating themselves from the mainstream by taking aspects of that culture and subverting them in ways that create meaning for participants and members.

From the start, youth subcultures have been in constant conversation with mainstream society, appropriating and remixing...
22/09/2022

From the start, youth subcultures have been in constant conversation with mainstream society, appropriating and remixing its products to their own ends. And though it's common to assign political aims to subcultures, they're not always necessary either.

Highsnobiety's founder David Fischer told Digiday in 2017, "Subculture is the new pop culture." And he's right.
22/09/2022

Highsnobiety's founder David Fischer told Digiday in 2017, "Subculture is the new pop culture." And he's right.

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