The History of Streetwear: From Skaters to Hypebeasts (and Everything in Between)

Streetwear. It’s that magical blend of rebellion, style, and the constant fear of missing a limited drop. Love it or hate it, you can’t deny streetwear’s chokehold on modern fashion. It’s the uniform of the cool kids, and anyone else who prefers to strut in sneakers rather than waddle in wingtips. But where did this cultural juggernaut come from? Buckle up, because we’re about to take a wild ride through the history of streetwear—a world where skaters, surfers, and sneakerheads collide.

The 70s: Where It All Began (Sort Of)

Before we dive in, let’s be clear: the term “streetwear” didn’t exist in the 70s. Back then, most people were too busy figuring out how to survive disco fever. But seeds were planted in sunny California, where surf culture was taking off. Surf brands like Hang Ten and Ocean Pacific were churning out laid-back tees and board shorts that screamed, ‘I spend my weekends conquering waves, not corporate spreadsheets’.

Over on the asphalt, skateboarders were carving out their own identity. Skateboarding wasn’t the billion-pounce industry it is today. It was for outcasts—the ones your parents didn’t want you hanging out with. Their fashion? Practical and rebellious. Vans, the OG skate shoe brand, was founded in 1966, but it wasn’t until the 70s that it became a symbol of counterculture.

This era wasn’t exactly “streetwear” as we know it, but it laid the foundation: functional, comfortable clothing that doubled as a middle finger to the establishment.

The 80s: Enter the Logos

Ah, the 80s—a time when everything was bigger: hair, boomboxes, and egos. Skateboarding culture exploded, and with it came brands like Stüssy. If you know anything about streetwear, you know Stüssy isn’t just a brand; it’s a religion. Shawn Stüssy started slapping his graffiti-inspired logo on surfboards, tees, and caps, and voilà—modern streetwear was born.

Meanwhile, over in New York City, hip-hop culture was taking fashion to new heights. Groups like Run-D.M.C. turned Adidas into the must-have brand for anyone with a pulse. The iconic My Adidas song? That wasn’t just a banger—it was a cultural shift. Suddenly, sneakers were more than shoes; they were status symbols.

The 80s gave us the holy trinity of streetwear: skate, surf, and hip-hop. Each brought its own flavor, but they all had one thing in common: they were designed for the streets, not the runways.

The 90s: When Streetwear Went Mainstream

By the 90s, streetwear was no longer a fringe movement. It was everywhere, from the suburbs to the inner cities. Skaters were repping brands like Supreme, which opened its first store in NYC in 1994. Fun fact: Supreme didn’t start as the behemoth it is today. It was just another skate shop—albeit one with a knack for creating limited-edition hype.

Hip-hop continued to dominate, with brands like FUBU (For Us By Us) and Karl Kani catering directly to Black culture. Then there was the rise of Tommy Hilfiger and - - Ralph Lauren, who somehow managed to infiltrate both preppy closets and urban wardrobes. How? By being expensive enough to flex but cool enough to rock with baggy jeans.

And let’s not forget Japan’s contribution. Brands like A Bathing Ape (BAPE) took streetwear to a whole new level, blending Western styles with Japanese craftsmanship and creating an insatiable hunger for limited drops. Sound familiar?

The 2000s: The Rise of the Sneakerhead

If the 90s were about expanding streetwear’s influence, the 2000s were all about sneakers. Thanks to the internet (hello, eBay), sneaker culture exploded. Nike dominated the game with its Air Force 1s, Dunks, and Jordan collaborations, turning footwear into an obsession.

Streetwear brands, ever the opportunists, started leaning into the scarcity model. Supreme mastered the art of the drop, releasing products in painfully limited quantities. Want that box logo hoodie? Better line up for hours—or fork over three times the retail price to some geezer on Grailed.

Collaborations became the name of the game. Streetwear and high fashion started dating, with brands like Louis Vuitton and Gucci dipping their toes into the streetwear pool. When Supreme and Louis Vuitton dropped a collab in 2017, the internet collectively lost its mind.

Streetwear Today: A Melting Pot of Madness 

Fast forward to now, and streetwear is an unstoppable force. It’s not just clothing; it’s a lifestyle. From sneaker conventions to resell markets worth billions, streetwear has become a cultural phenomenon.

But let’s not pretend it’s all sunshine and oversized hoodies. Today’s streetwear scene has its fair share of critics. Some argue it’s become too commercialised, too saturated with overpriced “essentials.” (Seriously, £200 for a white tee?) Others bemoan the endless hype cycles that prioritise resale value over creativity.

Yet, for all its flaws, streetwear remains a symbol of individuality. It’s about more than looking cool—it’s about telling the world, ‘I make my own rules’.

How Liberation League Is Redefining Streetwear

At Liberation League, we’re bringing a retro vibe to modern streetwear with our original rubber hose graphics and high-quality, sustainably sourced apparel. Think vintage cartoon oddness with a rebellious flair—because streetwear should be as bold, liberating and unapologetic as the people who wear it.

Ready to make a statement? Check out our latest collection and join the Liberation League Rebellion.