Startup Streetwear Brands are Starting to Look the Same
The same full zip hoodie again?
If you ask me, the Hellstar craze blew up out of nowhere. But according to Sean Holland, graphic designer and founder of the popular brand, his streetwear pieces– designed with striking graphics and audacious prints, popular among social media influencers who claim to ‘Put that shit on’– sold out within the first 24 hours of its debut release in 2020.
Not everyone can get their hands on a Hellstar piece. Their coveted hoodies come with a hefty price tag of $300, and if you opt to complete the set with a pair of sweatpants, that’s an additional $220–totaling an outstanding $520 for a sweatsuit (nearly twice the price of a Nike tech).
So, in the domino effect of fashion trends, other brands started to take notice of the cult following of Hellstar, and adopted the graphic heavy streetwear designs for their own; producing an oversaturated market of startup streetwear brands with the same puff-printed hoodies, screen-printed sweats, and statement-quoted tees (don’t even get me started with all the Mea Culpa replicas).
Unfortunately, today’s social media-centric society compels aspiring entrepreneurs to start their own brands. The possibility of blowing up overnight with a simple Tiktok or IG post, becomes an invitation to start up the seemingly lucrative side hustle.
But when people try to chase a bag by following the latest trend, it begs the question: Has fashion lost its grip on creativity and individualism?
When creative expression is substituted for monetary desire, things get a little superficial. Traditionally, the fashion design process involves an extensive process of inspiration, research, sketching, material selection, sample production and testing, and final production, which can take anywhere from 18 months to 2 years to go from concept to product.
Yet, the landscape of fashion has shifted. Social media marketing grew as one of the most accessible ways to sell products online. Platforms like TikTok and Instagram launched their own shops, allowing consumers to buy products from their favorite brands right from within the app, boosting engagement and sales for companies. Dropshipping and print-on-demand services simplified the fashion design process, enabling creators to copy and paste a simple Canva design onto wholesale quantities of hoodies, shirts, hats, bags, and more.
With goods constantly being shoved down consumers' throats, overconsumption fueled the rise of many small clothing brands. Every week or so, a new brand emerges, promoting full zip hoodies adorned with motivational quotes on the back. These brands can quickly capitalize on whatever trend is hot on social media, often borrowing from independent designs developed with hard work and dedication.
If newer brands continue pushing out collections with similar details, eventually fashion is going to homogenize. You’ll get streetwear markets full of the same cropped box tees with a cartoon character printed on it, social media platforms overwhelmed by creators launching a new ‘capsule,’ and influencers inundated with packages from emerging designers vying for brand promotion.
A brand becomes notable because of individuality and creativity–not by money-hungry entrepreneurs. It may seem easy to start a clothing brand, but the ones who are driven by purpose and creative expression will always rise to the top.
