Drumroll, please… there's a new trend that's reigning "supreme" among teenagers. According to a recent survey conducted by Piper Jaffray, teens are very much into streetwear labels—i.e., Supreme, Adidas, and Vans, to name a few—and hence, the streetwear trend (more info about the history of streetwear can be found here).
As Business of Fashion reported from the survey, the demand for clothing and shoes that give off that classic "street" feel has skyrocketed. "Adidas cracked the top 10 for the first time among teens … while Supreme rose from 10th place last fall to 7th in the latest survey," per BoF.
In the footwear group, Vans saw the biggest increase, jumping "from the preferred choice of 9% of teens a year ago to 16% in the spring survey."
The reason behind these gains that are particularly in the footwear category? Erinn Murphy, senior research analyst at Piper Jaffray and co-author of the report, shared with BoF that "both Vans and Adidas have this 'open-source' platform where they allow pop culture to help guide and influence how they are positioned with the consumer today. Having a very collaborative environment when it comes to the softer side of brands is very important."
The report also revealed that brands taking part in the "logomania" trend are heavily favored by teens, including Gucci, Champion, and Tommy Hilfiger. Read on to shop the streetwear trend and then head to Business of Fashion for the full rundown of the report.