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Novelties Streetwear
The latest news STREETWEAR
The lookbook as a teasing tool: SUPREME, Palace, Aimé Léon Dore
The news Streetwear have evolved over the years, multiplying the number of releases of new models and new collaborations. Two major actors in street culture structure and influence this market. The first is the best known skateboard brand, Supreme. Founded by James Jebbia In 1994 in New York, this iconic brand quickly expanded its influence thanks to its creativity and its revolutionary marketing strategy. First of all, the brand has articulated all its operation around unique and extremely limited products with exclusive distribution in its stores spread around the world such as Paris, Tokyo, Los Angeles. Which is the strength of Supreme It is above all teasing and the announcement of its products. The brand organizes only two collections per year, spring / summer and fall / winter. The New York brand will first broadcast a few strong pieces on its Instagram account and share with us an opening date on its website as well as the announcement of its lookbook which will be relayed in the biggest media specialized in fashion streetwear such as Hypebeast or Complex. The lookbook is expected as the Messiah by fans of the label. Many influencers and community pages rests it by providing their comments on the strong pieces of each season. Palace, famous London skateboard brand founded by Lev Tanju In 2009 completely copied this strategy to offer us lookbooks directly on its website. In the manner of Supreme, Palace offers us its own limited parts between colors and technical approach. This lookbook teasing system will be taken up by the biggest brands in streetwear Like Aimé Léon Dore, a New York brand with a relaxed and elegant style. Likewise, Stussy will even resume these codes to share with us his collections and reinterpretations of his wardrobe. You will have understood the biggest brands of streetwear Base on the teasing teasing of Lookbook to stay ink in the minds of consumers and to amplify their notoriety.
Collaborations STREETWEAR Striking of the past ten years
The market streetwear has continued to evolve to tend today towards a prevailing trend: that of collaborations. It is once again Supreme which perfectly sums up this concept with hundreds of collaborations, some of which are permanent in the image of The North Face Or Stone Island. The New York label, lets his creativity speak through the know -how of a technical brand like The North Face and his down jackets or parkas. Thus each season the two brands revisit Sherpa and winter pieces like his last collaboration paying tribute to the statue of Liberty. Likewise in 2019 we saw a magnificent The North Face Paper Print Nuptse Jacket With an original crumpled paper pattern. Stone Island, an Italian brand reference in the casual world and streetwear We also offered a magnificent capsule collection in 2017 with hoodies, down jackets and parka on the floral and very colorful pattern. Supreme Do not hesitate to offer us surprising collaborations as with its next partnership with the Biscuit brand Oreo. The skateboard brand Palace, decided to collaborate with Adidas for its capsule collections. Thus in November 2019, Palace joined the club of the Juventus de Turin To offer us a unique collaboration and never seen to date. First skate brand to be present on the jerseys of a football team, the London brand has offered an unprecedented media exhibition. Worn by Cristiano Ronaldo or Dybala, the jersey in the color of Juve and Palace was all the rage in the eyes of football enthusiasts and fashion enthusiasts. Nike also offered us a very good collaboration with the founder of the house Off-White, Virgil Abloh On the theme of football. Named Football my love, this capsule collection consists of a magnificent checkered hoodie and many textile pieces with a football pair that came out exclusively in Paris. Propelled by a world famous ambassador with Kylian Mbappé, this collection managed to seduce lovers of the round ball. Finally we can cite the very successful collaboration between Jordan Brand and the American rapper Travis Scott. A textile line came to accompany the magnificent Jordan 6 Travis Scott. Playing on Sweden, hoodies, t-shirts and shorts were declined in colors, olive, gray and black. Marks streetwear have understood the importance of merge their universe with other brands in order to sell more and be talked about. In a market that is becoming more and more competitive, it is essential to continue to exist on the spotlight.
Innovative release methods: NIKE Stash, SUPREME, Shock Drop
In connection with the increase in the number of outings, brands innovate in terms of distribution of their products. Nike Via its application does not hesitate to set up exclusive drops in specific places. Appointed Stash We have recently seen an anticipated drop of the Air Jordan 1 Low Paris, to do this, you had to be in front of the future building of the Nike House of Innovation On the Champs Elysées to have the chance to buy the pair. In this dynamic to put the sharing and exchange at the center of their strategy, Nike sets up Sneakers Pass To have the chance to buy limited pairs in unique places with immersive experience. Supreme And Palace have democratized the weekly drops of limited items. Every Thursday for Supreme And Fridays for palace, customers flock to the website and in brands stores to try to buy a part of the collections. Thus at 12 noon each week, fans of the two brands patiently await the release of new articles. The best known example is the Box Logo from Supreme, Who attracts thousands of people wishing to grab this iconic piece to the point of saturating the New York brand site. Likewise the site Off-White And Travis Scott Surprised drops in random hours, more commonly called Shock Drop. For example, the Houston rapper most often distributes his exclusive collections in the form of Shock Drop with an extremely short time. Recently we saw a special collection Nike SB X Cactus Jack who completes the magnificent Nike Sb Dunk Low Travis Scott. Off-White applies this type of distribution for its products in collaboration with Nike. Finally brands try to offer more and more unique experiences through pop-up stores like BAPE With its event in Saint Tropez or even the techwear brand Alyx During the Fashion Week 2020. The brands want to reconnect with their community and get closer to their consumer. And to differentiate themselves they do not hesitate to redouble their imagination by implementing innovative operations such as the treasure hunt organized by Nike in Paris on the theme of basketball.
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