This week, Maddi tackles future trending streetwear brands, their background in fashion and where to find them.
There’s no denying that streetwear is currently dominating the fashion industry. Emerging in the early 1990s, what started as New York hip-hop fashion has grown into one of the most rapidly expanding markets out there. Streetwear is all about making a statement, comfortably. Considering its degree of popularity, the ever evolving urban style is constantly developing new brands, however some have certainly been gaining more traction than others, with no sign of slowing down. Here are three, top, upcoming streetwear brands that you’ll definitely want to keep an eye out for in 2022:
After breaking onto the scene a few years ago, Cortiez is clearly becoming one of the fastest growing brands at the moment. What tends to start as a cryptic message from the creative director, Clint, usually signals clues for the next highly competitive, exclusive drop. The recognisable Alcatraz logo creates a strong, visual identity for the brand which can be found on their trademark vests, joggers, cargos and t-shirts. With every item guaranteed to sell out within minutes from each drop, Cortiez manages to maintain an impressive level of intimacy from coded messages, private instagrams and limited drops, despite the brand’s popularity.
Frequently dubbed as a ‘brand for the people’, Cortiez has developed a massive sense of community through events such as ‘The Great Bolo Exchange’. Crowds raced through the streets of London to take part in this scavenger hunt that gave customers the chance to swap their existing coats for the new, unreleased Cortiez puffer. Swaps were only accepted from brands currently defining streetwear, such as North Face and Supreme. Whilst Clint was initially criticised for swindling attendees, he hit back with yet another unpredictable move by donating all of the swapped coats to homeless people in London, not only advancing the respectability of the brand, but also progressing its innovative business model.
There is a constant excitement and buzz surrounding Cortiez as we are always left in anticipation, where the accelerating trajectory of its following clearly reflects the brand’s slogan – ‘CRTZ RTW: Cortiez Rules The World’.
As an independent brand based in East London, Named Collective offers ethically made, unisex streetwear with a 90s flare. Their countless collections of joggers, hoodies and corresponding tops are exclusively designed, each distinctive from the last, operating within a selection of drops made available through their Instagram stories. Ranging from the boldest graphics to minimalistic neutrals, Named Collective offers various colour-ways for their collections to suit every style. The quality of their items is absolutely unmatched – thick, comfortable and perfectly oversized. In my opinion, their best work comes from their sub-brand, ‘Unrealistic Ideals’, boasting sets embellished with diamante crystals and camo-prints made entirely out of girls!
Like Cortiez, they too place a lot of emphasis on community. Being highly interactive with their social media followers, Named Collective frequently asks for suggestions regarding what customers want and when. By inverting traditional consumer models, rather than the designers dictating trends, Named Collective gives more agency to its own customers to drive and shape the brand’s style and identity.
Reflecting the core of the brand’s beliefs, Named Collective stands for “a collective of names and people inclusive of all”.
Considering their recent success there is definitely more to come from this brand. Consistently bringing out defiantly creative and exceptionally original designs, each seemingly more innovative than the last, Named Collective is one to look out for.
Broken Planet Market
Arguably the most ethical streetwear brand at the moment, Broken Planet Market places just as much emphasis on sustainability as it does on design. Made with completely organic and recycled materials, the brand offers a selection of tracksuits and matching tops with powerful messages communicated through bold graphic designs. Their statement logo stands out in high-quality puff print, with patterns and daring slogans on the front and back of items. Broken Planet Market tends to specialise in neutral tones, so for those who favour subdued, minimalistic colourways but still value edgy graphics, this brand is definitely worth having a look at!
Their website and social media platforms dedicate entire sections regarding how the brand achieves sustainability, as well as how we as a community can aid the cleanup of the world by rethinking our consumption of fast fashion.
Last week, Broken Planet Market hosted their ‘World’s End Raffle’, a selective competition where customers had the opportunity to win exclusive hoodies, simultaneously funding the brand’s environmental foundation which ended up raising an impressive £11,499!
Saving the planet and tearing through the streetwear scene, Broken Planet Market’s respectability as a brand and vessel of sustainability is only increasing. Be sure to make their next drop – ‘Broken Hearts’ – on February 19th.