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My essay structure will be concentrating on three
topics, first I will be providing a brief breakdown of the history of
streetwear, highlighting individuals and brands who helped start and shape it. ‘From its humble
roots, streetwear has successfully worked its way into the high fashion world.’
(The State Times, 2017) I will investigate the transition that Streetwear has
made from underground to mainstream, with one of the biggest groups amassing
millions of devoted members spanning all over the globe. For my investigation
to take place I must first explore what a subculture is, how they are formed,
and how people become a part of them. This will directly lead me to look at how
‘influence
from social surroundings’ nowadays can lead people to becoming a part of
certain groups and subcultures such as Streetwear. Considering youth culture in society today
and how they are exposed more than ever to commercial consumerism from big
corporations through advertising and social media. These corporations will
employ advertising teams who devote all their time to coming up with schemes to
draw in a bigger youth audience. I will look into the way in which social media
has been used to broaden the reach of these companies toward the youth. How
having a social media presence has now become one of the most vital aspects of
marketing and branding today. As companies now resort to hiring celebrities and
individuals with a large social media following to endorse and sell their
products online. I will attempt to delve in deep to why this is and how social
media platforms such as Instagram, Facebook, and Snapchat profit off celebrity
endorsement and advertising, as well as the overall effect it has on the minds
of young people and how they view not only streetwear but consumerism, product
placement, and modern society. I am also going to explore ‘the symbolism within materialism’ and how most of the things done within the
streetwear community suggest deeper themes and ideals on how we choose to
express ourselves through the objects and material things we buy and show off.
Referring to the part social media plays in the culture, I will be referencing
case studies and articles that cover various subject matter all in relation to
the evolution of streetwear culture today. Although it may not seem as
important in comparison to other social issues effecting society today, I
strongly feel as if this is a topic that should be addressed to educate the
next generation in to not falling into the same traps that are being set by
corporations whose only agenda is pushing their product and profiting on the
naivety of the youth. 

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