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PAUSE.
Sjon Schmidt

The world of fashion is not only a reflection of individual styles, even more it is a dynamic reflection of society, its cultures and trends. At this context, I am going to take a closer look at streetwear in this work. The branch of fashion that once found its origins in the urban streets has developed into an influential cultural movement.

In this thesis, I am going to explain the Streetwear movement by elucidating its origin from the past until the present, focusing particularly on digital and cultural influences, and also specific brands. I thus create a comprehensive picture of Streetwear as a cultural and fashion pheno- menon. To provide a deeper insight into the world of Streetwear, this work also brings light on selected brands such as Peso, 6pm, No Faith Studios, and The Hundreds. These brands have not only gathered attention through their designs but also through innovative marketing strategies and the use of social media, disrupting and largely changing the German Streetwear scene.

Streetwear is not just Clothes it is a Lifestyle and an expression individualy identity.
A significant development of this subculture has taken place over the last few years. This has shown that especially the influences of digitization and social media play a crucial role in street- wear.

With a focus on my fourth collection, which concurrently serves as the practical component of my bachelor‘s thesis, I aim to embrace a new challenge and think on a larger scale. The im- pressive transformations witnessed in this subculture over the past years not only reflect the influences of digitization and social media but also stand as a vivid testament to the continuous evolution of this fashion genre. In my current collection, I aspire to explore and encapsulate

this intricate fusion of streetwear, digital culture, and personal identity through unique designs. This work serves not only as a creative expression of my passion for streetwear but also as the practical realization of my thesis, delving into the profound significance and influence of this subculture.

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