As demand for hip-hop style street wear is increasing, more than a dozen street wear labels like Veg And Non Veg, HUF, Roadster, Breakbounce and Skult, Stussy, Chinatown Market, The Hundreds, and Thrasher are gaining momentum. Alongwith fashion brands and department stores, are busy rejigging sales floors to court youngsters with street wear, even non-apparel companies such as the world’s largest brewer Anheuser-Busch InBev are also joining the rush. Merchandise such as trainers, over sized hoodies, baggy and bold graphic t-shirts inspired by hip-hop, skateboard and surf wear culture are the new status symbol for fashion-conscious young consumers from across Indian cities rewired by the internet. And the trend is spreading beyond urban centres now.
According to Capsul, a Bengaluru-based web shop for international street wear brands, a quarter of the streetwear sales come from Tier II, III markets as the trend is being looked upon as affordable wearable art and an organic progression from sneaker head culture that gained popularity in recent times.