I Tried to Sell Cybergoth and Steampunk Gear to ‘Wavey’ Streetwear Kids
In Britain today, subculture is largely a thing of the past. The vast majority of young people just don’t seem interested in seeking out New Rock boots or Moschino-print trousers any more. Now, they just seem to sling on whatever they can find in the high street. They’re less likely to buy a shirt because it says something about who they think they are as a person than they are because it keeps them warm. In a way, you can understand this—being young’s tough enough without people spitting on you because you’ve developed a teenage obsession with The Crow. But by and large it’s a sad fact that comfort has replaced controversy as the order of the day, shopping centers filled with young people happily wandering around, taking selfies, and buying each other muffins and shit from the Disney store, like a bunch of fucking Americans.
Perhaps it’s because KoЯn went dubstep, perhaps it’s because rappers started wearing tight red jeans and glasses without lenses, perhaps it’s because Camden Lock is now just a massive Starbucks and a few stalls selling “Keep Calm” hoodies. Whatever the reasons, youth culture is now undeniably a lot fluffier and nicer than it was in previous generations.
But walk down any high street in any town with a population greater than 10,000 and there is one subculture still kicking against this Hollister-led style pogrom: streetwear culture. Not the one that involves 30-year-old blokes in Bape going to see DJ Vadim at KOKO, but the one that fetishises Snapbacks, bucket hats, North Face, King Krule, post-dubstep, knockout weed and very expensive shoes. The OFWGKTA influenced, Supreme-loving, Palace-worshipping marriage of American skate fashion and British rudeboy attitude. Which, oddly, are two things most people in their mid-twenties could probably never imagine coming together, having spent their teenage years watching skaters and rudeboys attack each other at bus stops.