The Tommy Jeans x Black Box Remastered Collection Party was a unique and unforgettable celebration of style, music, lifestyle, and hip hop culture.
Thanks to Tommy Hilfiger and to everyone who participated and shared their love with us.
There was a brief shift from the almost exclusively sporty style of the rappers, who wore famous brands such as adidas and Puma, to the search for something more adherent to hip hop culture, which had to explicate, with the immediacy of an outfit, being moved from rags to riches. And, from this point of view, the Preppy was perfectly corresponding to the American dream of wealth and affluence.
On October 27, 1904, the New York City subway system was inaugurated, destined to become, from the 1970s onward, the “moving canvas” of the world’s first graffiti and street art scene.
The term “Deadstock” comes from the jargon of sneaker collectors and is used to define an authentic pair, never worn, produced in limited quantities, and no longer replicable.
These New Balance campaigns are not just advertisements but true narratives that have contributed to shaping the brand, bringing attention to it and positioning it as a leader in the world of sneakers and contemporary lifestyle.
Some films have played a key role in the development of streetwear style, serving as pioneers for entire subcultures and eras.
Among the most seen silhouettes are the Nike Shox MR4 x Martine Rose, declined in a neon orange/yellow gradient, as well as the Puma Avanti C x Fenty ‘Aged Silver’, the New Balance x Teddy Santis 990v3 and those in collaboration with Aimè Leon Dore.
We can still define “Streetwear” as fashion that appeals to young cultures, as a Zeitgeist of the present time. It still refers to the subcultural matrix that generated it but the original style, has gradually evolved into something different than in the past.
The Notting Hill Carnival remains as a reminder that social, economic and ethnic inequalities can be fought, at least for those two days of celebration.
In each of these cities, sneakers became more than just footwear; they became symbols of territorial pride, adherence to a specific community. Sneaker Culture merged with the subcultures of each city, creating a true identity, expressed through style.
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