Athleisure is not only the sole fashion trend dominating the Australian fashion scene. This time, it is now sharing the spotlight with streetwear. With more than 40% of its national population belonging to the 24 to 54 years old age bracket, Australia quickly became a lucrative market for these activewear brands.
The streetwear clothing market in Australia is highly influenced by the 90s logomania and pop culture. In a survey conducted by Piper Jaffray, they revealed that the demand for clothes and shoes bearing the “street” aesthetics is becoming increasingly popular compared to labels like Nike, Adidas, etc. This shift was even complemented by the appointment of Off-White streetwear founder Virgil Abloh as Louis Vuitton’s new menswear’s artistic director.
A new generation of consumers
The rise of casual streetwear fashion was significantly influenced by the new generation of consumers that love to shop via social media. Fashion icons on Instagram like the Kardashians, have the level of influence that can make or break a particular brand.
Most streetwear labels were launched over a couple of years ago and were lucky enough to get publicity from celebrities like Kylie Jenner, Sofia Richie, Winnie Harlow, and more. Aside from the aesthetics and functionality of their clothing lines, the endorsements of these celebrities and Instagram icons helped spiked their sales.
In Australia, there are many retailers and smaller inner-city stores that picked up this trend. There are even archive stores all over Australia, where customers can find pieces from their past collections. With the immense popularity of the urban lifestyle, street-influenced fashion is definitely here to stay. A$AP Rocky, Kanye, and the “it” cliques of Kylie Jenner and Gigi Hadid all helped this fashion trend to flourish.
Australian streetwear clothing is prolific. What is even better is that in each campaign of these Australian brands, they also feature Australia’s iconic homes, architecture, landscapes, culture, and more. The country’s coastal vibes or perfect views even became back drafts for these fashion campaigns. As the streetwear lines become more popular, people around the globe are also discovering more and more of the Australian lifestyle and sense of fashion.
Men’s streetwear style
Nana Judy, one of the most prominent Australian streetwear brands, released its summer and fall collection for men’s streetwear, and it ultimately reflected the relaxed and comfortable Aussie lifestyle.
For men, crew neck sweaters, basic tees, and shirt shifts dominate this season’s streetwear. When paired with premium track pants, jogger shorts, or cuff pants, one can quickly nail a street-smart, relaxed style. Meanwhile, axis shorts with a tucked tee and everyday white sneakers are also a perfect style for a daytime hangout or night time drinking spree with friends.
Women’s streetwear style
For women, the most dominating style this season are cropped tees paired with slip skirts, high-waist utility pants, or denim skirts. Plus, you can never go wrong with a full boiler suit or jumpsuit. Pair it with your Dr Martens’ classic boots, and you can seamlessly nail that fresh, chic look. For a night out with your girlfriends, you can go for the milkmaid dress and white sneakers combo. This simple outfit can make you party in style and utmost comfort.
The fashion industry is ever-evolving. And as the industry shifts, people’s lifestyles and fashion sense also change.
Author: Emma Iannarilli