Street artists join forces with brands for an ironic twist on fashion
Implications - Graffiti used to be a form of self-expression and commentary; now, it may be a commercial force to be reckoned with. Recognizing the cultural phenomenon of graffiti, major brands—especially footwear brands—are collaborating with popular and infamous street artists on designs, providing customers with items that speak to rebellion, individualism and expression. The purpose of graffiti may never have been to sell products, but that is exactly what it’s doing.
Trend Themes
1. Artists Collaborating with Brands - Major brands like Reebok and Nike, are collaborating with popular and infamous street artists on designs, providing customers with items that speak to rebellion, individualism and expression.
2. Graffiti as a Commercial Force - Graffiti is starting to move away from being seen as gang-related art to beautiful masterpieces. This trend is leading to a new line of artistic merchandise that revolves around graffiti designs.
3. Street Art on Fashion - Street art has expanded beyond the realm of walls and is finding a new canvas on fashion. Companies are experimenting with vibrant designs and are increasingly leveraging graffiti as a whole new way of branding.
Industry Implications
1. Footwear Industry - The collaboration of footwear brands and street artists highlights the influence street art has in the fashion industry and can lead to new shoe styles and accessories.
2. Fashion Industry - Investing in fashion lines that revolve around street art has the potential to become a very profitable industry, opening the door to create partnerships with street artists and brands.
3. Retail and Merchandise Industry - As the interest in street art continues to grow, there's an opportunity to create a new genre of merchandise that showcases street art as an art form.
