This is Not Fashion

This is the story of streetwear. Authors King ADZ and Wilma Stone recount how a long line of subcultural movements have taken over both the high street and high-end fashion, and explore just how a revolutionary sartorial trend has evolved to encompass a vast range of disparate tribes, offering a powerful sense of belonging and identity to all. The story begins in 1972, in Jersey City, USA, with the birth of the first ever streetwear shop, Trash and Vaudeville. The journey then encompasses punk, Ivy League preppies, the hip-hop kings and queens of Harlem, the dresser/casual movement born out of British football culture, the skater scene of California, the Paninari scooter-brats of Milan, and much more. Whether focusing on major brands such as Stüssy, Carhartt, Tommy Hilfiger and SHUT or today’s up-and-comers from South African townships or downtown Seoul, this dynamic study surveys the scene. It also takes a look at how the internet era has changed the ways streetwear is sold and consumed, and how the field may evolve in the future. Packed with profiles of industry pioneers, Q&As with key figures and over 300 illustrations, this is the complete history of the fastest-growing and most influential movement in contemporary clothing.