{"product_id":"bigger-than-fashion-how-streetwear-conquered-culture-9781982182861","title":"Bigger Than Fashion: How Streetwear Conquered Culture","description":"\u003cb\u003eThe kaleidoscopic story of how an underground American subculture reshaped the global fashion industry.\u003c\/b\u003e \u003cp\u003e\u003c\/p\u003eThe world now calls it \"streetwear.\" This is the story of how this fiercely guarded counterculture launched a lifestyle and fashion movement that has endured for nearly fifty years. It was born out of the undergrounds of American culture--a unique fusion of graffiti, hip-hop, surf, skate, and punk. These designers and brand operators established a creative tradition and cottage industry that they could call their own. It was a provocation of art and fashion, exclusivity and commerce that forever challenged the by-the-book definitions of artist, designer, and entrepreneur. \u003cp\u003e\u003c\/p\u003eSince the first recognizable wave of streetwear labels started to form in the 1980s, it was a slow and steady swell over the next three decades until the clothes eventually exploded into mainstream fashion and popular culture. These brands turned T-shirts, hoodies, and sneakers in a covetable totems of status and big business wanted in on the magic. Streetwear's mindset and motifs soon dominated nearly every corner of the marketplace, from American malls and Tokyo boutiques to the luxury runways in Paris and Milan. \u003cp\u003e\u003c\/p\u003e\u003ci\u003eBigger Than Fashion\u003c\/i\u003e tells the decades-long journey--featuring brands like Stüssy, BAPE, Supreme, The Hundreds, and Off-White--that led the once-underground subculture of outsiders to mainstream sartorial dominance. It is a sweeping story of a unbridled creativity, unflinching DIY ethos, and an unstoppable drive to challenge the status quo.\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003eTyler Watamanuk is a contributor for\u003ci\u003e GQ \u003c\/i\u003ewho has covered streetwear and style for the magazine since 2017. His writing has appeared in \u003ci\u003eThe New York Times\u003c\/i\u003e, \u003ci\u003e The New Yorker\u003c\/i\u003e, \u003ci\u003e The Wall Street Journal\u003c\/i\u003e, \u003ci\u003e VICE\u003c\/i\u003e, \u003ci\u003e Complex\u003c\/i\u003e, and \u003ci\u003eHighsnobiety\u003c\/i\u003e, among other publications.\u003ci\u003e Bigger Than Fashion\u003c\/i\u003e is his first book.\u003cbr\u003e","brand":"Simon \u0026 Schuster","offers":[{"title":"Default Title","offer_id":51721017983250,"sku":"9781982182861","price":21.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_97ad79bc-ec62-433a-8857-88890d05ea37.jpg?v=1762946738","url":"https:\/\/surprise-castle.myshopify.com\/products\/bigger-than-fashion-how-streetwear-conquered-culture-9781982182861","provider":"Surprise Castle","version":"1.0","type":"link"}