How did Streetwear Become the Fashion Statement among youngsters in India?

In Business
July 27, 2023
Streetwear in Digital Age

Currently, many youngsters are spotted wearing oversize t-shirts and baggy jeans. This is the streetwear fashion that is being famous worldwide. There are many new brands like Bewakoof, snitch and Dillinger in India working to provide streetwear to youngsters. 

Most clothes in streetwear are unisex. A few years back, skinny and fitted clothes were making the fashion statement. But streetwear changed the overall fashion sense of youngsters.

It grew in the early 90s in New York from hip-hop fashion and surf culture. 

Earlier, streetwear was usually carried by hip-hopers, rappers, and DJs. These are categorized under funky clothes. Now these clothes brought a revolution in the market and changed the fashion sense of people.

Youngsters from the age of 15 to 25  are more attracted to streetwear. People look cooler wearing these kinds of clothes.

Usually, the shirts of streetwear are bright in colors with prints related to memes and trending things. 

Streetwear is not just about clothing, it’s lifestyle. Directly or indirectly, By wearing streetwear, youngsters show an “I don’t care” attitude, and they are more liberated to appear and behave a certain way.

Streetwear includes t-shirts, sneakers, sweatshirts, caps, and trousers. In India, Delhi is most influenced by streetwear.

No doubt, It’s an American fashion style. But when it came to India, it changed as it changed according to a particular place. American style can’t be the same as Indian streetwear and there is no point of comparison. The preference for colors and prints of clothes are influenced by the geography, history and general vibe of a city. 

Instagram became the main reason for the rising hype culture in India. There are a lot of memes and signature dialog of social media influencers which they started to print on t-shirts. It gradually became fashionable to wear these kinds of T-shirts. There are many homegrown companies that design streetwear on the basis of trends in India.

The t-shirt brand Tantra made its first t-shirt with the slogan “ overeducated and underemployed”. Many youngsters find it relatable and buy it. 

Streetwear are comfortable, breathable, and stylish at the same time. It would not be wrong to say that it puts leisure in athleisure.

Marketing strategies which made streetwear so popular in India

The brands which deal in streetwear know their consumers very well. The medium which is used to target potential consumers is social media, especially Instagram. The youth of India is very much active on Instagram. 

Social media communities can help fashion brands to increase their visibility and reach new audiences. By creating and sharing compelling content that resonates with their target audience, fashion brands can attract new followers and potential customers.

  • Authenticity: Social media communities allow fashion brands to showcase their authenticity and personality. By engaging with followers, responding to comments and messages, and sharing behind-the-scenes glimpses into their brand, fashion brands can build trust and loyalty with their audience.
  • Influencer partnerships: Social media communities can also help fashion brands to partner with influencers and other brands who align with their values and aesthetics. By collaborating with influencers who have large social media followings, fashion brands can reach new audiences and drive sales.
  • User-generated content: Social media communities can also generate user-generated content, such as photos and videos of customers wearing or using the brand’s products. This can help to build social proof and credibility for the brand, as potential customers can see real people using and enjoying their products.
  • Direct sales: Finally, social media communities can also drive direct sales for fashion brands. By incorporating shopping features such as “buy now” buttons or product tags, fashion brands can make it easy for followers to purchase their products directly from their social media profiles.


The rise of streetwear influencers and online communities has had a major impact on the fashion industry and on youth culture more broadly. While there are risks and challenges associated with the commercialization of streetwear, the democratization of fashion and the sense of community created by streetwear culture have been positive developments.