Streetwear – as the term suggests – comes from the street, a place where different cultures and lifestyles are mixed together and which, by feeding on each other, have created a “way of being and showing oneself”. original, whose expression is precisely the clothing. Streetwear was born in the 80s: the trends are no longer in the hands of the big luxury brands but it is the suburban youth culture that begins to dictate the trends, making sure that the road finds success in the fashion system, until it becomes the undisputed star of the catwalks. For the pioneers of street culture, the important thing was not what you wore, but the style with which the garments were combined and worn, a vision that pushed young people to be as creative as possible and which influenced the birth of new codes urban. From the 80s to today, streetwear has changed, it has undergone contaminations and reinterpretations, evolving into a union of several styles: formal or luxury, casual, sporty and hip-hop, but keeping the concept of being “fresh”, understood as a stylish way of dressing. What contributed to the success of streetwear was the decline of formal clothing, and above all the desire to show one’s uniqueness. In recent times streetwear has infected everyone, starting from the very young generations, thanks also to the sense of emulation of artists and celebrities. Today streetwear has lost some of its original identity: the very concept of exclusivity has gone from the profound meaning of belonging to an independent culture to a purely aesthetic meaning linked to consumerism, to a world to which everyone wants to belong by wearing t-shirt with logo, eclectic accessories that generate “hype”, multicolor tracksuits and limited edition sneakers. Fashion is a changing world that feeds on contaminations, which contribute to always giving it new lifeblood and new inspirations. In recent years, fashion has begun to worry more about the desires and needs of consumers, and in particular the target audience is that of Millennials and Generation Z, who have dictated the rules in terms of taste and need for comfort. Not only the younger generations love streetwear, but also a more adult target – more “Old School” – which corresponds precisely to those who have seen and experienced the birth of streetwear itself.