Comfortable, ethical and sexy are for Will Side the definition of streetwear.
It was in the mid-80s in the suburbs of the United States that the streetwear style was born.
This movement is linked to the expression of urban culture and the emancipation of underprivileged neighborhoods.
One of the notable cradles of streetwear is found in the South Bronx neighborhood of New York.
It was a true laboratory of innovation where young people, in search of identity and distinction, began to mix elements of urban fashion, sportswear and hip-hop culture to create original outfits.
This sartorial appropriation quickly spread to other American suburbs such as Compton in California and the South Side of Chicago.
Musical artists such as Soulja Boy, 50 Cent, Tupac and Pharrell Williams have highlighted streetwear, particularly thanks to their music videos and their collaborations with brands.
Will Side is inspired by its various artists whom you can (re)discover by clicking on the photos in this article.
Thanks to the creativity of Shawn Stussy, the streetwear style has progressed significantly.
Originally from Laguna Beach, California, he began printing t-shirts featuring his logo, the famous wave-shaped "S", for local surfers.
This gesture quickly caught the attention of local skaters, who adopted these clothes as an expression of their alternative lifestyle.
A sense of belonging developed, particularly during informal meetings, such as skateboard sessions in public parks or designated urban spaces.
Skaters are particularly considered great ambassadors of streetwear. They have always worn baggy clothes in the street for riding.
Skateboard competitions and demonstration events were also important moments where streetwear was highlighted.
Thus, thanks to the initiative of Shawn Stussy and the enthusiasm of skaters, streetwear experienced rapid expansion, becoming a true clothing culture rooted in board sports: surfing, skating, snowboarding.
Streetwear reached a turning point in its universalization thanks to iconic brands such as "A Bathing Ape" (BAPE) in Japan, Supreme, FUBU "For us By us" and Karl Kani in the United States.
The Japanese designer Tomoka Yamanashi, known as Nigo, is the founder of the BAPE brand created in 1993.
Streetwear often highlights bold patterns and prints, sometimes inspired by the world of music or urban art.
In the case of BAPE, we find colorful camouflage prints, animal patterns (notably the “shark” pattern) as well as its “Ape Head” logo which became the visual signatures of the brand.
Its innovative designs have largely contributed to defining the unique aesthetic of Japanese streetwear.
Those who are familiar with 90s streetwear will undoubtedly recognize the iconic brand created by Nigo.
At the same time, sportswear was the star style of the street in France
With iconic pieces such as Lacoste, Sergio Tacchini tracksuits and the famous pairs of TNs.
Nike's so-called "Tuned Air" TNs became a symbol of street culture in France. Launched for the first time in 1998, they quickly gained popularity thanks to their unique design and innovative cushioning technology.
Some French streetwear brands emerged, reflecting the evolution of the street scene in France.
Among them, we can mention Airness, founded in 1999, which quickly established itself, particularly thanks to its collaborations with artists and athletes like the famous French basketball player Tony Parker. The collaboration resulted in a line of clothing and accessories bearing the TP9 logo, in reference to the basketball player's jersey number.
Royal Air also contributed to the richness and diversity of the 80s French streetwear scene.
These brands played an essential role in the emergence of an active street culture in France.
A flow that hasn't really changed! The differences are mainly at the level of cuts, materials and brands on the market.
Virgil Abloh made history by becoming the first Black man to hold the position of artistic director of a luxury house.
He pushed the traditional boundaries of fashion, by introducing innovative concepts and merging diverse styles to create an avant-garde aesthetic.
Thanks to his influence and creativity, streetwear has managed to transcend geographical and cultural boundaries.
This adoption of the streetwear style by designers and luxury houses has given the movement more sophisticated appeals.
The use of quality materials and more advanced manufacturing techniques give streetwear all the recognition it deserves.
Will Side has made the wise choice to rely on French and artisanal know-how for the creation of your pieces.
This decision reflects the importance placed on quality and authenticity.
"Streetwear is more than just a fashion, it's an artistic expression that reflects the energy, creativity and attitude of a generation." - Virgil Abloh
Drawing inspiration from artistic, musical, military, sports fashion trends...
Streetwear has evolved while remaining faithful to its basic principles: loose, comfortable, functional, nuanced.
Even better, the addition of certain elements with a classic and sentimental touch, reminiscent of our grandparents' clothing styles.
These retro details bring a nostalgic and soothing dimension to streetwear, while preserving its contemporary character.
It is with as much creativity and nostalgia that Will Side designs your pieces.
Transforming our grandparents' clothes, isn't it fantastic!
From Asia to Africa through the West, the adaptation of streetwear to all cultures explains its success.
By remaining inclusive, urban fashion suits everyone.
"Streetwear transcends cultural boundaries and brings people together from all over the world through their shared love for urban fashion." - Anonymous
Clothing is a way to express yourself, to convey your preferences and your values.
By choosing Will Side, you express yourself while differentiating yourself, because each piece is unique.
One of the fundamental principles of streetwear, and one of your favorites, is to remain comfortable in your clothes.
This notion of comfort goes beyond the simple physical sensation. It is also about feeling comfortable in your own skin and being able to move freely without constraints.
Will Side perfectly understands this importance of comfort and designs its pieces taking into account the needs of your moving bodies.
By prioritizing comfort, Will Side invites you to fully embrace your personal style without compromise.
This combination of style and comfort creates a self-confidence that shines through in your attitude and how you present yourself to the world.
"My shades, Dior, my pants, velour. Create, explore, expand, conquer."
ASAP Rocky, whose real name is Rakim Mayers, is a streetwear fashion icon who leaves a mark.
The artist cultivates a style that combines elements of streetwear with touches of haute couture.
He incorporates iconic brands such as Supreme, Raf Simons and Rick Owens into his outfits, thus creating a unique blend of styles and references.
Asap's personal style is characterized by loose cuts, bold layering and an eye for detail.
He is known for experimenting with accessories, bright colors and patterns, thus pushing the limits of traditional streetwear fashion.
In addition to his impact on fashion, ASAP Rocky is also passionate about art.
He is often seen in the front rows of the most prestigious fashion shows and has become a true style ambassador for the youth.
Although the history of streetwear is often associated with iconic male figures, there have been women who have also played an important role in the evolution of streetwear.
Missy Elliott, often nicknamed the "Queen of Rap", is an iconic figure of women's streetwear thanks to her unique stage style and innovative music videos.
You have certainly already danced to her iconic music, while she also made history by performing, alongside Katy Perry, at the Super Bowl in 2015.
Missy Elliott has collaborated with many renowned fashion designers throughout her career.
One of her most memorable collaborations was with the famous fashion designer Marc Jacobs. In 2017, she became the face of Marc Jacobs' advertising campaign for his spring/summer collection.
This collaboration was acclaimed for its boldness and its unique mix of streetwear and haute couture.
In 2023, she became the first female rapper to be inducted into the Rock and Roll Hall of Fame, a well-deserved recognition for her incredible journey.
I invite you to discover her extraordinary world and to be inspired by her impact on fashion and music.
Destiny's Child, an American musical group formed in the 1990s, undoubtedly had a significant influence on streetwear and the fashion of the time.
Their impact was felt through their bold clothing choices and their ability to drive trends: EXAMPLE
The group, consisting of Beyoncé Knowles, Kelly Rowland and Michelle Williams, was known for their energetic performances and synchronized choreography, but also for their distinctive and innovative clothing style.
They often opted for streetwear outfits, including coordinated sets, tracksuits, sports jerseys, caps and sneakers.
Their aesthetic mixed elements of sportswear, hip-hop and streetwear, thus creating an iconic style.
Destiny's Child helped popularize the idea of wearing comfortable and casual clothing while remaining elegant and asserting their individuality.
Their influence extended beyond the music scene and was noticed in popular culture and the fashion of the time.
Founder of the Walker Wear brand, April Walker is considered a pioneer of streetwear in the 1990s.
She was one of the first women to make a name for herself in a predominantly male industry and dressed hip-hop icons like Tupac Shakur.
In 1992, April Walker made an iconic collaboration with the sports brand FILA.
Their partnership resulted in a collection of clothing and shoes that generated considerable excitement.
The designs captured the essence of the streetwear of the time, offering fashion fans a new way to express themselves. She gave a new impetus to FILA on the urban fashion scene.
April Walker remains an inspiring figure and a symbol of resilience for women in the fashion and streetwear industry.
Emily Oberg is a designer, journalist and social media personality who has worked with renowned streetwear brands such as KITH and Complex.
She has helped promote women's streetwear and expand its influence.
In 2016, she collaborated with the brand Reebok to create an exclusive capsule collection.
This collaboration merged Emily Oberg's urban aesthetic with Reebok's footwear and sportswear expertise, creating a line of products that sparked great interest among streetwear enthusiasts.
Emily Oberg's approach brought a touch of freshness to the brand, attracting the attention and admiration of fans.
This collaboration helped strengthen Emily Oberg's positioning as a respected influencer and fashion designer.
Her passion for streetwear and her desire to promote diversity in the industry have inspired many women to express themselves through urban fashion.
The Will Side team.
Article date: May 2023