Streetwear Culture in Web3 with Highsnobiety, gmoney, Jeff Staple, and The Fabricant

Streetwear culture has been on the rise in recent years, and Web3 is no exception. Highsnobiety, gmoney, Jeff Staple, and The Fabricant are all innovators in the space who use blockchain technology to create unique products that appeal to a wide audience. This discussion was about how these brands are leveraging Web 3.0 technology to create a new era of streetwear that is both stylish and personalized.

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A Brief Introduction to The Origins of These Brands

Jeff Staple started off the conversation with a nostalgic look at how the culture of streetwear started in the early 1990s. Subcultures such as hip-hop, skateboarding, and sneaker culture were isolated but the intermingling of these cultures in New York, and later Los Angeles, gave birth to a unique aesthetic that both informed and influenced the current state of streetwear today.

Jeff Staple was a witness to the birth of street culture and was passionate to contribute through his own brand, STAPLEVERSE.

Juergen Alker, Co-Founder $NFT Studio at Highsnobiety expresses how the dear demand for streetwear for him was because as a non-American, these brands were difficult to get. VHS tapes served as an early portal into the lifestyle of streetwear, and now the internet serves as a vital tool to access these products.

As a natural progression, Web3 is the next step in providing access to the products, as well as creating a decentralized approach with personal experiences.

It's an interesting shift where streetwear was deemed as fashion and accepted by a wider higher-end audience. The blending of high-end luxury and the grassroots vibe of streetwear is what both gmoney and The Fabricant are now striving to create in the world of Web3 and digital fashion.
It was an evolutionary process and through generations of trial and error, that has now created what is known as the ‘Web3 Streetwear Culture’.

The Intersection of Streetwear Culture and Web3 Innovations

The conversation soon switched to the light-bulb moment each entrepreneur had when it came to using the blockchain to enhance the experience of streetwear. After Crypto Kitties made it big, the entrepreneurs were able to use Web3 technology to create more unique items for their consumers.

Streetwear was the perfect playing ground for this new technology because authenticity and pushing the boundaries are what streetwear has always been about.

The Fabricant started with a bomber jacket paired with a digital version and after that sold for an impressive bounty, they realized the potential of the convergence of fashion and digital capabilities. Despite the early criticism for digital-only expressions, The Fabricant stayed true to its vision and the pandemic was the unlikely catalyst that would prove its use case and acceptance.
Now, the world has warmed up to the idea of digital fashion and the blockchain enables unique personalized, and democratized possibilities.
Both Web3 and streetwear cultures are typically open to collaborations and this networking approach created meaningful connections and partnerships. Many of the new products that are being created for tomorrow are a result of multiple like-minded individuals coming together to solve current issues.

Streetwear had its critics and those that bid up rare NFTs also had their share of criticism but these innovators have proven that there is a place for both Web3 and streetwear culture in the digital age.

One such example is how Highsnobiety is partnering with The Fabricant to create unique varsity jackets. With the pop-up store to support the launch, it shows how streetwear culture is alive and well in Web3 and how these two worlds can intersect to create something that caters to a new audience. This drop was described as the familiar feeling where fans would gather in the early days of streetwear to purchase the rarest items.

9dcc x STAPLEVERSE Collaboration

Another excellent example of Web3's potential is the collaboration between 9dcc and STAPLEVERSE. Jeff elaborated by explaining how they also collaborated with some of the best chefs in Paris to provide an exceptional experience. With $NFT activation drops each day to go along with their merchandise, the collab was a major success. With different tiers (physical participants getting first dibs),

This event was an incredible opportunity that allowed fans to get up close and personal with the brand, as well as the ability to take away an exclusive item. The fast-paced progression from concept to execution is an advantage that upstart Web3 startups have over traditional brands. This event happened in Paris but had the atmosphere of a New York City block party.

The blockchain was also tested for further possibilities via digital signatures that lived with the physical item through the metadata. By autographing and authenticating the fashion, a genuine and unforgettable experience was created. This is just the start of what companies are now able to do with the power of Web3 technology, and streetwear is at the forefront.

Final Thoughts (Q&A)

As the conversation was wrapping up with Q&A, Telldonjulio.SWOOSH, hopped in to ask a thought-provoking question. Web2 had a major impact on streetwear and he wanted to know if the panelists believed that Web3 would also have a major influence on streetwear as a whole.

Juergen prefers to not separate Web2 and Web3 as there are influential creators in both and the next-gen will be using both for different reasons. gmoney reiterates his observations of every culture coming together and innovating with each other, regardless of platform.

@Dremill ended the conversation with an excellent and simple question, "What's next?" and gmoney responded with the importance of community building. He continued by expressing not just focusing on "number go up" or in other words the profit opportunities but the true connections that can be facilitated through Web3.
Streetwear is no longer just a fashion statement, it's a culture and a creative outlet that has been the driving force for many businesses and these Web3 brands are just the start.
Adrianna from The Fabricant explained that their next move is to support these Web3 micro-communities with their platform. With an easy onboarding process for brands to get into digital fashion, novel collaborations are on the horizon. This scalable model is expected to make both digital fashion and Web3 become a part of not just streetwear culture but also everyday life.