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Hagemony Fashion, Creativity, Collaboration dan Culture
Hole Street Magz®
"The fashion industry was not built overnight, because the fashion industry was built continuously from one generation to another" Swellxtended. The fashion industry is an industry that has a segmentation with various diverse characters in it, an industry which is an aesthetic expression that is popular at a certain time, period, place and in a certain context, especially in clothing, footwear, accessories and lifestyle. Because the fashion industry includes various aspects of life in expressing anxiety, making fashion a hallmark of synergistic creativity, art, culture and hegemony. One of the scenes in the fashion industry that represents anxiety in expressing oneself towards cultural growth in the surrounding environment is the creation of the Streetwear style of dress. Streetwear is a style of casual clothing that became massively globalized in the 1990s, growing from New York hip hop fashion and Californian surf culture, present and developing in various lines of urban life in various parts of the world, including Indonesia. Streetwear fashion, originally known by Shawn Stussy and the brand he supports, namely Stussy®, was pioneered in the early 1980s in Orange County, California, United States (Hundreds, 2011). In Indonesia, this trend in the fashion category began to be recognized among hip-hop and skateboard music lovers in the early 2000s. Streetwear fashion as one of the leading fashion trends that is increasingly loved by the majority of urban society, especially teenagers in recent years, of course, doesn't just appear as one of the dominating trends. Bobby “Hundreds” Shenassafar (2017), who is the founder of a well-known fashion brand from California, United States, “THE HUNDREDS”, stated that “streetwear is all about culture. it's not about clothes.” Bobby believes that streetwear is not only a fashion or style of dress in general, but also a part of cultural development in certain scenes (Hundreds, 2017).
Besides that, streetwear fashion is also considered to have a communicative function behind its use as a style of dress. Streetwear fashion is believed to be a form of artifactual communication that is able to communicate various things behind its use as a style of dress in the majority of urban society, especially teenagers in recent years. In recent years the streetwear fashion scene in the local industry has experienced significant development in various segments, especially young people, regardless of the impact of the COVIDSUXXX-19 outbreak. There are many new brands debuting in this scene, hoping to follow in the footsteps of their predecessor generations. We take as an example an old brand that continues to exist and provide new things in the streetwear scene from the city of Magelang. Maybe some of you are familiar with the brand name "GDCK®" Again Youth Culture, which has been around for a long time in the fashion industry. GDCK® is a brand that should be used as inspiration for us new players in this scene, with its journey that has provided color and insight with ideas and ways of growing in building a brand.
Fashion Industry
Fashion or style of dress has recently been assessed as a component capable of representing the identity of its users, which includes various aspects ranging from background, regional origin, character, social status, to the feelings of the users. Recently, the fashion trend with a distinctive style of street fashion, or better known as streetwear, is believed to be one of the fashion trends that is increasingly mushrooming among Millennials. Fashion Streetwear is a fashion or style of dress typical of street fashion, one of which is by adopting a skateboarding culture. With the massive trend of streetwear styles, there is an opportunity to get involved in the street culture industry. For example, one of them is the fashion industry or what we know as the clothing line. Such as Television Star, Real Street Assault (RSA), Thanksinsomnia, Maternal, Doesn't Rust My Rhyme and many more. They are a streetwear focused brand. In the fashion culture of skateboarding, in terms of design, art, fashion, and facilities that support skateboarders.
but try to put it together, the collaboration is usually not to look for quantity but rather to look for quality. As an item or collectible item - Swellxtended. Picture source : www.instagram.com/gdck_supplyco Hole Street Magz® Picture source : www.instagram.com/gdck_supplyco Today we will continue our discussion of the GDCK brand. In the previous article, we explained what and who the GDCK brand is. So, on this occasion, we will discuss what is collaboration? what is the function of cooperation?, for the explanation we have provided
in the first stage of today's article above. We will explore GDCK collaboration with a coffee shop (Senopati Kopi) from Magelang. With the PASSIONATE PROJECT campaign, GDCK and Senopatti Coffee synergize to create a brand image and explore new market segments by presenting the identity of the city of Magelang (Borobudur & coffee) by bringing together the differences and similarities of two different entity elements (GDCK - Senopati) which are contained in the form of coffee products and fashion. Passionate project is a project that tells a story about a personal or collective group that aims to share their passion from the passion they have, they develop it to produce satisfaction, and of course they also have their own way of enjoying coffee which has now become a new thing. hobbies or habits in modern times. Collaborating with Senopati Kopi, we hope to create new innovations or ecosystems for all ages and in any field, including today's creative industries. - GDCK Supply Co. "The collaboration between two different entities from GDCK and Senopati resulted in new product innovations in the Magelang local creative ecosystem. Still highlighting the characteristics of each brand, GDCK with its street fashion and Senopati with its coffee philosophy. The following are products from this collaboration, namely T-Shirts, Crewnecks, Shirts, Aprons, Accessories, Skateboard decks to Snacks and the details of their appearance are as shown above. In this collaboration they also held a product launch event "Possionate project showchase". In this event, apart from holding a product introduction, they also opened a sharing season to talk with the local creative community about the collaboration they had made. The conclusion from the meaning of collaboration itself is to bring together two different cultural entities to look for DIFFERENCES and SIMILARITY from the two cultural entities themselves and as a way to expand market segmentation.
