There is no formula for the success of streetwear brands, but there are some elements that hike up a brand from being just t-shirts with graphics worn by the founder and a couple of close friends to becoming one of the most successful streetwear brands, and I believe those elements are cross-cultural fusion, authenticity, scarcity and notable digital marketing. Great examples would be Supreme, Stüssy & Wales Bonner. 

Supreme emerged as a stake shop in downtown Manhattan back in 1994, founded by James Jebbia the brand grew into becoming a global phenomenon. They were known for their scarcity releasing clothes, accessories, and collaborations in limited quantities which resulted in high demand and often led to items selling out quickly which created exclusivity and hype culture.

Stüssy is another prominent streetwear brand with a rich history and significant influence in youth culture and fashion. Founded in 1980 the brand was a result of Shawn Stüssy’s experimental graphic t-shirts, as his initial designs were surfboards. Stüssy’s early designs were heavily influenced by California surf and skate culture.

Convinced in 2014 by Grace Wales Bonner, this is one of the most esteemed brands globally, it is a sophisticated menswear brand that blends tailoring and sportswear. Wales Bonner is known for her meticulous attention to detail and craftsmanship. Each garment is carefully constructed and their marketing is always striking reflecting the brand’s commitment to luxury and sophistication through sportswear and ready-to-wear.

With that said, cross-cultural fusion doesn’t necessarily have to be a whisk of fashion and sports, Thebe Magugu and Rich Mnisi, South African contemporary ready-to-wear brands, seamlessly fuse fashion with their rich heritage and culture. Thebe Magugu references his hometown, Kimberly and members of his family in his collections, whereas Rich Mnsisi integrates his Tsonga heritage into his brand through vibrant colours and patterns. This also addresses the authenticity aspects—your hometown, family, and heritage are as genuine to you as your brand.

Kasi Flavour is carefully defined as a creative agency that sprouted from the dusty fields and lively streets of South Africa’s vibrant townships to the oh-so-ever-green grass of world-class stadiums. From documenting our robust South African football history to creating a clothing brand that perfectly intertwines fashion, football and storytelling Kasi Flavour is one of the few brands that gets it right, from the cross-cultural fusion all the way down to the marketing and that is why we as Culture Club – Magazine have a sense of fondness for the brand.

The brand’s aesthetic is spic and span, Kasi Flavour often explores themes of South Africa’s sports identity, the relationship between sports culture and the African diaspora and history, literature, music, and art. Kasi Flavour has collaborated with various sports legends, creators, and brands, including Adidas, Puma, WafflesnCream, Nike and Patta. These collaborations often result in limited edition collections that blend the brand’s aesthetic with unique cultural influences.