Streetwear

STREETWEAR THE HISTORY OF STYLE

Streetwear is a term that the whole world is now very familiar with, many people identify with different styles of streetwear depending on their own trend and culture. Streetwear culture began to emerge and take shape in the late 1970s′ where in cities like New York it met many different faces and styles.

Also in California in the same years streetwear was catching on among surfers skaters, punks and street fashion met.

Consequently in all parts of the world people began to imitate these cultures that were growing in the states and were followed and imitated by thousands of young people.

It was in cities like New York that in the late 1970′s and into the 1980′s streetwear took inspiration, hip hop culture grew by leaps and bounds bringing with it so many other realities of subcultures such as New Wave, punks, skateboarding, and everything that had to do with the street.

All these cultures dressed differently but garments such as t-shirts, sneakers, sweatshirts and caps became everyday clothing.

The 1980s were phenomenal for the creativity they inspired. In those years there was a desire in young people to change, to amaze, and with music, the whole way of thinking also changed. Famous artists and brands such as Adidas, Fila, Kangol, Dr Martens, schott.

STREETWEAR SHOP OF THE FANTASTIC 80′ – 90′S

In the late 1980s Shawn Stussy the owner of the brand “Stussy” began printing T-shirts with the same crest he used to represent his surfboards.

He later continued to sell T-shirts and clothing in his store, the growth was continuous that needed more production.

Stussy sold all over the world and was one of the pioneering brands and trailblazers for the birth of streetwear style in the 1990s.

Another brand that made a big leap was carhartt, which associated the brand with big hip hop labels such as Def Jam records and Tommy Boy records that sold garments with vinyls. In addition, collaborations with skaters and artists were key.

STREETWEAR OUTFITS BECOME ROUTINE AND A GLOBAL FASHION TREND

Across The America in the 2000s streetwear fashion in general is now absolutely affordable and famous and rap artists lead the way and famous big fashion brands such as Gucci, Fendi, Burberry and many others enter the streetwear market. These brands created very specific lines that would soon go viral and sell out everywhere.

The Dickies brand also explodes and with it streetwear brands grow all over the world, Brands that offer garments such as constructed sweatshirts, T-shirts, jackets, pants and everything that can be worn.

Also in Europe and Italy many brands are born that have made big numbers selling lots of garments.

Many brands are still present in the market and many have disappeared, the world of streetwear has always been renewing itself because streetwear is always young and is worn by young people.

The same young people who at every generational change have to give a different touch to not look the same as before.

Like the evolution of the world, streetwear is also evolving all the time.

This is what used to happen in mainstream fashion. In skateboarding at the same time so many brands were starting to take off to success. Skateboarding was an innovative and creative vessel for all streetwear worldwide.

The streetwear inspiration of so many brands is due to skate influences without a shadow of a doubt.

PLEASURES ONLINE STREETWEAR STORE

Milan is a city that has been constantly making waves around the world because streetwear in the city of Milan has always been constantly changing.

In the 1980s Milan was invaded by different fashions that offered various lifestyles and styles, from paninarians to darks to punks the 1980s were colorful.

Everyone wanted to wear a fashion item seen in movies or on some photo of famous artists or actors.

Fashion was booming in Milan and brands like Naj Oleari, Americanino, Best company, Timberland and many other brands were completely storming the stores.

On the other hand, less famous ,but more underground brands were also beginning to produce and be successful in the world.

Skateboarding with its success helped evolve streetwear and make it more and more in common use in all spheres of society.

From the 2000s onward, Milan has been an incredible container of ideas and innovation in the world of streetwear, and PleasuresMilano was one of the first stores to launch many brands and make them famous in the city of Milan. We launch Iuter and many others have been launched and sold from our store since its early days.

Not only Iuter but numerous brands including Volcom, Carhartt, dickies, Bastard, Stussy have always been in our storefront.

MILAN STREETWEAR STORES THE HISTORY SINCE 25 YEARS

Pleasures in the early 2000s launched two clothing brands that absolutely made history in the City of Milan, the two brands produced by Pleasures Milano were Aiko and Urban Warrior. These two brands vreated from nothing for over 7 years and were sold virally throughout the City and beyond.

The Aiko death or glory and Urban Warrior hoodies stuck in the minds of many young people, young Milanese wore Aiko hoodies for many years before we stopped its production in 2009.

URBAN STREETWEAR SWEATSHIRTS AND AIKO DEATH OR GLORY

Urban warrior produced streetwear sweatshirts ,belts and t shirts with the brand’s crest, products that were bestsellers all over the city for many years and even today many people still demand that crest that at that time had become a must have among Milanese youth.

PleasuresMilano streetwear store has been the city’s most street and underground flagship store for years. Pleasures has sold countless brands from the skateboarding, snowboarding and streetwear scene. From Nike Air to skate shoes to the most sought-after brands. Pleasures has always been a gathering place for all and a case study for all.

Our store has made history and still continues after more than 24 years in business and today we continue to always give you the best that the streetwear market has to offer.

Visit our online store or visit us in store in Milan, from us you will find only the best for you and your passions , the best streetwear brands, discover our latest news and stay informed about all new arrivals.

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