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Streetwear Has Grown Up
Streetwear has always been more than just clothing—it’s a reflection of culture, community, and rebellion. What started as a niche movement in skate parks and hip-hop circles has grown into a dominant force in global fashion.
Bruce Hamilton
February 02, 2025
After a short hiatus, The Everybody Newsletter is back in your inbox, bringing you the latest at the intersection of pop culture, consumer, and technology. A lot has happened while we were away—from the devastating LA wildfires that have impacted so many communities to TikTok’s temporary shutdown. And of course, the sports world just got shaken up with Luka Dončić’s shocking trade to the Lakers, instantly shifting the NBA power dynamic.
In this issue, we’re diving into streetwear’s entry into the quiet luxury era—how the culture of logos and hype is evolving into a more refined, understated aesthetic.
This week in pop culture & business
DeepSeek’s AI is restricted by hundreds of companies within days of the platform’s launch
Chinese AI startup DeepSeek has quickly gained attention with its open-source AI model, but it’s already facing major pushback. Within days of its launch, hundreds of companies have restricted or outright banned DeepSeek over concerns about data security and competitive risks. The rapid crackdown highlights growing tensions in the AI space, as businesses and regulators grapple with the implications of powerful, openly accessible models. Meanwhile, U.S. lawmakers are investigating whether DeepSeek bypassed export restrictions to acquire Nvidia chips, raising further questions about global AI competition and regulation.
Super Bowl ads reach the $8 million price tag
Fox has achieved a historic milestone by selling 30-second Super Bowl LIX advertising slots for over $8 million each, surpassing previous records. Despite a decline in NFL TV ratings, the Super Bowl remains the most-watched television event, attracting more than 120 million viewers. This year’s game, featuring a rematch between the Kansas City Chiefs and the Philadelphia Eagles, is set for February 9 at the Caesars Superdome in New Orleans. The high demand for advertising space underscores the event’s unparalleled reach and significance for advertisers.
Microsoft is reportedly in talks to acquire TikTok
It seems like the TikTok debacle will never end. President Donald Trump has announced that Microsoft is among the U.S. companies interested in acquiring TikTok from its Chinese parent company, ByteDance. He expressed hope for a competitive bidding process to determine the app’s future ownership. This development comes as ByteDance faces a deadline to divest TikTok’s U.S. operations by April 4 to avoid a potential ban due to national security concerns. Other companies, including Oracle, Mr. Beast, and various investors, have also shown interest in the popular social media platform.
NBA commissioner Adam Silver 'a fan' of 10-minute quarters
NBA Commissioner Adam Silver has expressed support for reducing the length of NBA games by shortening quarters from 12 to 10 minutes, aligning with international and collegiate basketball standards. He believes a 40-minute game would better suit modern television viewing habits, aiming for a more concise two-hour broadcast. Silver acknowledges potential challenges, including the impact on historical records and the need for consensus among stakeholders.
Streetwear Has Grown Up
Streetwear has always been more than just clothing—it’s a reflection of culture, community, and rebellion. What started as a niche movement in skate parks and hip-hop circles has grown into a dominant force in global fashion. But today, streetwear is undergoing another transformation. Gone are the days when oversized logos and hype-driven drops were the pinnacle of style. Instead, we’ve entered a new era—one defined by Quiet Luxury, craftsmanship, and subtlety.
From Counterculture to Luxury Staple
In the early days, streetwear was about making a statement. Brands like Stüssy, Supreme, and A Bathing Ape built their names on bold graphics, exclusivity, and a DIY ethos. Then came the 2010s, an era dominated by Logomania. Collabs like Supreme x Louis Vuitton blurred the lines between street and luxury, making high-end streetwear a global obsession. The louder the branding, the better.
But as with any trend, overexposure led to evolution. Today’s style-conscious consumers are shifting away from hype-driven pieces and leaning toward refined, versatile fashion that still nods to streetwear’s roots.
The Rise of Quiet Luxury in Streetwear
The new wave of streetwear is more grown-up, favoring premium materials, tailored silhouettes, and muted branding. Instead of flexing giant logos, brands are telling stories through craftsmanship and understated design. This shift mirrors a broader cultural movement toward timelessness over trend-chasing.
Brands like Aimé Leon Dore, Kith, and Fear of God Essentials are leading the charge. Aimé Leon Dore blends classic menswear with streetwear sensibilities, while Kith continues to refine casual staples with high-end appeal. Fear of God, with its minimalist yet elevated aesthetic, is redefining everyday luxury.
What’s Next for Streetwear?
Streetwear’s evolution is far from over. As the industry embraces sustainability, ethical production, and longevity, the next phase will focus on conscious consumerism—pieces that are meant to last, rather than be replaced with every new drop.
What started as an underground movement is now a mature, multifaceted industry influencing everything from high fashion to everyday wear. But no matter how much it evolves, streetwear will always be rooted in culture, creativity, and the streets that birthed it.
Is this shift in style a natural progression, or is streetwear losing its edge? Let us know your thoughts.
Curated Vibes
Song of the week: “Give Me Mercy” by The Weeknd
Apple Music
Spotify
Movie of the week: The Brutalist
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