IT’S THE LIFESTYLE THAT BRANDS ARE PROVIDING CONSUMERS THAT IS FASHION
Gone are the days of doing a national ad campaign and buying an ad in a magazine as your way of selling your product. Today brands need to create an environment. They must provide an experience. They also should portray a lifestyle to get consumers to pay attention and purchase what they are selling.
We started seeing fashion companies brand themselves as “streetwear.” Streetwear is its own big business within the fashion industry… A business that many in the fashion industry are just getting around in accepting. Recently we started noticing fashion companies steer away from the term “streetwear” and choose “chillwear” and “smokewear.” You can now wear this shirt when you get high and these pants when you just want to chillax.
Fashion has always been a great way to express oneself. It is usually the first thing someone sees when they see you. Today menswear has never been hotter. Just check out the lines of young guys waiting outside cult stores like SUPREME. The lifestyle and experience that companies like SUPREME have created is worth more than any ad they could have taken out in a Vogue or a GQ.
So what is the next SUPREME?
We have no idea and probably no one really does. What we do know there are lots of awesome menswear brands out there. Here are 12 brands that focus on the lifestyle their products will bring that we are really digging at the moment:
[+] SUNDAE SCHOOL
The self-proclaimed ‘Seoul-based smokewear brand that produces ‘high’ street apparel and accessories for honor rollers’ first grabbed our attention with what appeared to be their satirical look at Korean stoner culture. Sundae School takes you to the underground weed scene in Seoul where the kids are there to chill out, have some fun and express themselves in ways that aren’t culturally accepted by their more conservative, religious parents.