Streetwear is an American culture staple. Stemming from hip-hop and skateboard backgrounds, it has brought the underground’s way of expressing themselves through dress to a major contribution to the fashion industry. Major fashion trade shows have shifted their focus from only showcasing “off the runway”-inspired looks to having streetwear brands take over the bulk of the sales. The streetwear phenomenon has also affected the St. Louis area in a major way. We’re highlighting some of the summer’s most anticipated streetwear clothing brands that will sizzle all season.
The Hero Brand
Starting in the summer of 2011, The Hero Brand has been a constant force on the fashion scene. Owner Shawn “Hero” Harrell has been in the fashion game for over seven years, working with other popular local clothing brands and boutiques. He’s inspired by comic books, Blaxploitation films, science fiction and pop culture in general.
“Our pieces represent intersections of various cultures,” Harrell said. “We can be appreciated by ‘80s babies, but still be relevant to the Google generation.”
So far, the line carries graphic T-shirts, crew neck sweaters, hoodies, hats as well as custom pieces, and can be purchased at theherobrand.com or dropcents.com. Follow him on social media sites – Facebook at The Hero Brand, Twitter @herobrand314 and Instagram @the_hero_brand.
Born Poor Live Rich (BPLR)
Born Poor Live Rich (BPLR) has been the crowd favorite for over a year now. Owners former NFL play Roren Thomas and local hot boys Quinton Jackson, and Bilal Ladd are setting the tone of what it means to have a “brand.” They have taken a statement that personified each of their lives and turned it into a wearable message. They have a whole apparel line up including T-shirts, sweatpants, tank tops and socks.
“Our customer identifies with us because everyone has had a struggle of some sort throughout their lives, but it doesn’t mean you have to look like you’ve been struggling,” said Jackson, their marketing director.
“We set ourselves apart from other brands, because we actually create clothing that’s not only fashionable, but that has a message.”
BPLR can be purchased on their website at www.bornpoorliverich.com and you can follow them on Instagram @thebplr.
Eyekon Klothing Co.
Eyekon Klothing has been on the scene for over a decade. And this summer, it is making a huge comeback to the streetwear forefront. Eyekon’s claim to fame is being the go-to brand for expressing individuality.
“The brand is 100 percent original, starting from the design conception to the fabric selection – everything is original,” boasts co-owner William Humphrey.
Having effortlessly complimentary pieces to their customer’s wardrobe has been their claim to fame. They cater to a person that feigns for those one-of-a kind looks. Currently, Eyekon Klothing is sold at DNA Boutique, 1308 A Washington Ave., and can be found on social media on Instagram @eyekonklothingco.
SMPLY AWSME! By Makal Cross
Makal Cross is new to the streetwear game with SMPLY AWSME! This brand is all about being tastefully fashion-forward. Starting with just T-shirts, crew necks, tanks and jackets, the brand is building at a slower, steadier pace. He plans to launch a ready-to-wear line this fall. Cross says,
“My customers appreciate art, and fashion is just an extension of that,” Cross said. “They tend to be aware of their image without being pretentious.”
His inspiration comes from his own self-expression, whether it be from art, music, or just nature. He takes from all of his surroundings and makes it work for the greater good. You can follow the brand on Instagram @makalkareem_smplyawsme.
