Rise of Streetwear

It progresses chronologically, starting with streetwear's birth in Southern California's skate/surf scenes and New York City's hip-hop culture, then charting the rise of influential brands and their marketing tactics. The narrative culminates in an examination of streetwear's current state, its high fashion integration, and ongoing debates about authenticity. Rise of Streetwear adopts a narrative non-fiction style to present rigorous research, including interviews with designers and brand owners, archival research, and market data.

The book is structured into three parts: Foundations, Ascension, and Legacy. It examines the cultural precursors, analyzes the factors fueling streetwear's growth (social media, celebrity endorsements), and assesses the contemporary landscape, offering insights into its implications for the fashion industry and cultural expression.