A History of the Most Iconic Streetwear Brands

Streetwear, once a niche subculture that emerged from:

• Skateboarding
• Hip-hop
• And graffiti

has evolved into a global phenomenon.

What began as a form of self-expression for youth in urban environments has now permeated high fashion and mainstream culture.

Over the decades, several brands have emerged as pioneers of the streetwear movement, setting trends and influencing generations.

Here’s a look at the history of the most iconic streetwear brands and their lasting impact on fashion.

The Roots of Streetwear: Stüssy

It’s impossible to talk about streetwear without starting with Stüssy, the brand that many credit with launching the movement.

Founded in 1980 by surfer Shawn Stüssy in Laguna Beach, California, the brand began as a simple way to sell his custom surfboards.

To promote his boards, Stüssy started printing T-shirts with his now-iconic signature logo.

What began as merch for his boards quickly turned into a stand-alone clothing brand, with the apparel often outselling the surfboards themselves.

Stüssy’s designs:

• Bold graphics
• A mix of surf and punk influences
• And a DIY attitude

captured the spirit of the 1980s California scene.

By blending surf culture with hip-hop aesthetics, the brand found a crossover appeal that resonated with a broad audience.

As the brand expanded beyond Southern California, Stüssy became synonymous with streetwear, influencing the birth of similar brands around the world.

Today, despite decades in the industry, Stüssy remains at the forefront of streetwear and continues to be a symbol of rebellious youth culture.

Supreme: The Cult of Scarcity

Perhaps no other brand epitomizes modern streetwear more than Supreme.

Founded in 1994 by James Jebbia in New York City, Supreme started as a skate shop on Lafayette Street.

What set Supreme apart was its embrace of skate culture and its subversive attitude toward fashion.

The brand’s simple logo—a red box with white text, inspired by the work of conceptual artist Barbara Kruger—became instantly recognizable.

What truly launched Supreme into the global spotlight was its strategy of scarcity.

Unlike traditional fashion brands that produce items in bulk, Supreme adopted a “drop” model, releasing limited quantities of new items on a weekly basis.

This generated hype and exclusivity, with die-hard fans lining up for hours, sometimes even days, to get their hands on the latest products.

Supreme’s collaborations with high-profile brands such as:

• Nike
• Louis Vuitton
• And The North Face

further elevated its status, blending streetwear with luxury.

Today, Supreme is a cultural behemoth, valued at over $1 billion, yet it remains rooted in its skateboarding origins.

The brand’s formula of combining:

• Scarcity
• Iconic collaborations
• And street credibility

continues to shape the streetwear landscape.

A Bathing Ape (BAPE): The Japanese Invasion

Streetwear isn’t just an American phenomenon.

In Japan, A Bathing Ape, or BAPE, became a powerhouse in the 1990s under the leadership of its founder, Nigo (real name Tomoaki Nagao).

Nigo opened the first BAPE store in the bustling Harajuku district of Tokyo in 1993.

Like Supreme, BAPE built its reputation through limited releases and a sense of exclusivity.

The brand became known for its:

• Bold camouflage prints
• Ape logo
• And shark hoodies.

What made BAPE stand out was its ability to fuse Japanese pop culture with Western hip-hop influences.

Artists like Pharrell Williams and Kanye West were frequently seen wearing BAPE in the 2000s, propelling the brand to international fame.

The brand’s outlandish designs, often featuring bright colors and oversized logos, became synonymous with streetwear’s more flamboyant side.

Although Nigo eventually sold the brand in 2011, BAPE remains a staple of streetwear culture, with a global presence and a loyal fan base.

Off-White: High Fashion Meets Streetwear

In the mid-2010s, Off-White emerged as a brand that blurred the lines between streetwear and luxury fashion.

Founded by designer Virgil Abloh in 2012, Off-White quickly became known for its:

• Minimalist designs
• Industrial motifs
• And signature quotation marks.

Abloh, who was once Kanye West’s creative director, brought an intellectual approach to streetwear, referencing:

• Art
• Architecture
• And design

in his collections.

Off-White’s collaborations with brands like:

• Nike
• Levi’s
• And IKEA

cemented its place in the streetwear pantheon.

Perhaps most significantly, Abloh’s appointment as the artistic director of Louis Vuitton’s men’s wear in 2018 was a watershed moment for streetwear, marking its full acceptance into the world of high fashion.

Off-White continues to push the boundaries of what streetwear can be, with Abloh’s untimely death in 2021 leaving behind a legacy of innovation and boundary-pushing creativity.

Nike and Adidas: The Sneaker Giants

While Nike and Adidas are primarily known as sportswear brands, their influence on streetwear is undeniable.

In fact, it could be argued that without these two giants, streetwear as we know it wouldn’t exist.

Nike, with its Air Jordans and Dunk SB lines, has long been a staple of streetwear culture. The Air Jordan brand, launched in 1984, became a status symbol both on and off the basketball court. Collaborations with designers like Virgil Abloh and brands like Supreme have kept Nike at the center of streetwear for decades.

Adidas, on the other hand, rose to prominence in the streetwear world through its connection with hip-hop culture. In the 1980s, Run-DMC’s hit song “My Adidas” brought the brand into the spotlight, making the Superstar shoe a symbol of street credibility. Adidas’ collaborations with Kanye West (the Yeezy line), Pharrell Williams, and BAPE have ensured its relevance in modern streetwear.

Both Nike and Adidas have leveraged their global reach and history of innovation to stay ahead of the competition, creating iconic products that have shaped sneaker culture and streetwear alike.

Palace: Skating in the UK

While the U.S. has produced many of streetwear’s heavy hitters, the UK has its own iconic brand in Palace.

Founded by Lev Tanju in 2009, Palace started as a skateboarding company and quickly gained a following for its irreverent humor and unique graphics.

Often compared to Supreme, Palace has built its identity around British culture, mixing humor with skateboarding aesthetics.

The brand’s signature “Tri-Ferg” logo has become instantly recognizable, and collaborations with brands like Adidas and Ralph Lauren have boosted its international profile.

Palace’s limited-edition drops and skate-inspired designs continue to resonate with fans around the world, making it one of the most influential streetwear brands to emerge from the UK.

Conclusion

Streetwear has evolved far beyond its humble beginnings, becoming a multi-billion-dollar industry that influences everything from high fashion to global pop culture.

Brands like:

• Stüssy
• Supreme
• BAPE
• Off-White
• And Nike

have shaped the movement and continue to push its boundaries.

The history of these brands reveals a common thread: a desire to create something:

• Authentic
• Rebellious
• And rooted in the streets.

As streetwear continues to evolve, these iconic brands will remain at its core, guiding its future and inspiring the next generation of designers, creators, and consumers.