Mar 25, 2019 | By Joanne Thomas
Online learning platform and creative authority Mastered has announced the launch of their newest programme ‘Streetwear: Mastered’, curated by Off-White’s Virgil Abloh. We headed to the launch party at the Mondrian London, where a panel of streetwear certified experts offered their thoughts on the changing face of the industry and how fashion and streetwear are interacting with and challenging each other. The conclusion was that the lines are blurring, some in good ways and some not so good, but that streetwear brands need to say true to their roots and culture in order to succeed. Since this discussion we have been thinking (read: obsessing) about all things streetwear and wondering how this looks around the world – here is our roundup of the newest and most innovative global retail concepts and events for this ever-changing industry:
A Number of Names, London
4 Upper James Street W1F 9DG / 44 (0)20 7033 6718
Neighbourhood: Carnaby Street/Soho
This premium company has opened its first flagship store in the heart of Soho and stocks long-represented streetwear staple brands such as Icecream and Billionaire Boys Club. This London store is taking things further, and for the first time is stocking its own brand new label, previously only available only for family and friends. The hand-picked range of modern sportswear garments focuses on tees, sweaters, hoodies, caps and accessories, including some hot collaborations to come and exclusive pieces.
Kith, New York
233 Flatbush Avenue 11217 / 1 347 889 6114
Neighbourhood: Brooklyn: Park Slope/Prospect Heights
Stocking brands by the likes of Nike, Converse, Sebago and Fred Perry, Kith is a mecca for urban digs. This is the revamped Brooklyn location of the coveted streetwear boutique, housing the newly unveiled cereal bar Kith Treats. The extension of this apparel brand to include lifestyle elements is in keeping with the growth of Streetwear worldwide, as the link between culture and clothing has been intrinsically linked since the genre’s origin.
OVO LA Flagship, Los Angeles
130 North La Brea 90036
Neighbourhood: Beverly Blvd./La Brea Ave.
Rapper Drake’s OVO imprint lands a flagship store in Los Angeles. Drake’s line, named after his record label October’s Very Own, began as a men’s streetwear brand in Toronto. The label released the OVO women’s capsule collection last month, which featured mostly comfortable, athleisure pieces such as track suits and leggings. The LA store will be the brand’s first retail location outside of Drake’s hometown.
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