HERE IS WHY THE BIGGEST ARTISTS ARE KILLING STREETWEAR IN SOUTH AFRICA
Your favorite artists in the country are killing streetwear...
South African streetwear is one of the best examples of what happens when the youth are given the opportunity to express themselves freely and share their perspectives on creating product. There are so many brands in South Africa that are creating amazing product and breaking new ground but there seems to be a problem, the streetwear brands are stuck somewhere in limbo and aren't growing at the rate they are supposed to.
I think it's because your favourite artists in the country are too busy preoccupied with wearing off-white,prada & louis V. Between 2014 - 2016 there was a huge boom of South African streetwear brands and I think it was because all the biggest artists were really rocking South African brands, like it was a thing to wear local stuff because the product was just that dope.Something changed and right now the biggest artists in the hip hop game would rather wear a t-shirt made by Virgil Abloh on stage than wear a hoodie made by Styla Gang or DEAD. . This might seem irrelevant because it's a free world and anyone can wear whatever they want but when you are at the top of a genre of music that is also a culture you have a way bigger responsibility, you influence millions of kids taste in lifestyle and product and your influence dictates how a lot of people spend their money. You see there is an ecosystem of money in the entertainment and lifestyle space and if only one party in the ecosystem is eating the coins alone then it can't grow. Here is the ecosystem: The artist makes the music and gets the bag, he buys the product from the streetwear/lifestyle brand and wears it in their video, the people see their favourite artists wearing the brand and it validates the brand and product in their eyes, the street wear brand makes more money which means more clothes and bigger collections, the guys who help to create the clothes and the music (graphic designers/ photographers/ art directors/videographers/producers...) all start making more money from their expertise and the products on both sides keeps getting bigger and better and the cycle continues, but when that flow of money which starts with the artists is broken it affects everyone else.
You see when Riky Rick posts a picture on his gram wearing prada head to toe or AKA steps on stage wearing an Off white t shirt the kid who sees that is like this is what i need to wear when I get to his level, this is what my taste level should be.These kids are really watching what their idols do very closely, the ecosystem of money and influence is a very tricky game because it can be affected by either one of the different parts in the system and it only works when all parts keep the cash flowing. That's the only way the game is going to grow, the cash flow and influence needs to be directed inwardly into the ecosystem and everyone needs to play their role in building it.