Street fashion is fashion that is considered to have emerged not from studios, but from the grassroots and it is generally associated with street culture. In fashion magazines and newspapers street fashion is more commonly referred to as street style which they depict in their publications as candid photographs of individuals wearing urban, stylish clothing. In the past mainstream fashion often appropriated street fashion trends as influences in their collections. But now designers look closely at both street fashion and street culture.
Jimmy Choo, a luxury footwear line catering to high end clients presented their first menswear line for Spring 2016 in London during the London Collections Men shows. The street fashion inspired presentation featured pro-BMX riders including Mark Webb one of the founders of Total BMX, a U.K rider run and owned BMX bike company. Total BMX was created in the footsteps of heroes like Jamie Bestwick, Gerry Galley and Jon Taylor who were dedicated riders and pro-athletes. Mark Webb, a pro-rider, started the company out of disenchantment with the systems that sponsor BMX.
“I figured it would be cool to start a brand that focused on riders first, profits second. It wasn’t about getting rich in money but getting rich in life.” Mark Webb
In a shrewd business move Jimmy Choo decided to capitalize on the value of sneakers in street culture. Everyone from rappers and hedge fund managers to athletes and middle schoolers alike are finding ways to sport sneakers regularly, and the trend has entirely pervaded the fashion world for both utilitarian and aesthetic reasons.