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How the Streetwear Customer Is Evolving

Streetwear is by no means dead, but its customers are changing. Today they’re embracing a diverse wardrobe that mixes logo T-shirts with heritage brands and traditional menswear or luxury.
Supreme store in Shanghai.
Customers shopping at Supreme's store in Shanghai. (Getty Images)
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Before Luke Fracher opened Luke’s, a resale business focused on used luxury and high-fashion menswear, in 2022, he was the co-owner of Round Two, which at its peak in the late-2010s was a mainstay of the resale market for hyped streetwear. The customers Fracher served back then are still buying from Luke’s today, except now, instead of exclusively buying Supreme, they’re more inclined to mix in Balenciaga, Rick Owens, Vetements or Louis Vuitton apparel by Pharrell or Virgil Abloh.

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Further Reading

True Religion’s Hip-Hop Powered Comeback

Even as the premium denim seller lost its hold on many consumers in the 2010s, hip-hop movers and shakers never wavered in their affinity for the horseshoe logo and signature thick stitching. That’s helping the brand mount a rebound today.

About the author
Lei Takanashi
Lei Takanashi

Lei Takanashi is a Correspondent at The Business of Fashion (BoF). He is based in New York City and covers menswear, streetwear, young consumer trends, and the intersection between fashion and culture.

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