Streetwear Sophisticate

• The Streetwear Sophisticate does not follow a hypebeast route like their younger counterparts.

• Far more confident in their style and far less ‘needy’ in terms of validation from others, they know what suits them and they dress well, always with a nod to the streetwear culture they hold dear.

• They would rather buy from somewhere like environmentally conscious brand Noah or an iconic Japanese brand than ever stand in line at Supreme. They may own Supreme, but it’s ‘vintage’ Supreme they’ve held on to.

• So, vintage also plays a part here, since it gives them pieces that are essentially one-off that the hypebeasts can’t buy.

• They have their own look and rarely buy into trends, let alone fast fashion.

• Their look is pared down, albeit often with colorful or cultural ‘pops’, nuanced and classic, normally a streetwear foundation paired with honed, cultured layers on top.

Not to be confused with a hypebeast or the more modern version of a ‘Sneakerhead’ [notice the quote marks, there], the Streetwear Sophisticate does not follow a conspicuous consumption route like their younger counterparts.

Far more confident in their style and far less ‘needy’ in terms of validation from others, they know what suits them and they dress well, always with a nod to the streetwear culture they hold dear. They don’t need to tell people they spend money on their clothes with big logos, their clothes speak for them. Importantly, they still admire streetwear, however, they don’t necessarily recognize or identify with the scene in its current form.

You see, since the streetwear scene has been taken over by re-sellers and hypebeasts [who are just chasing the latest thing] and the arrival of high-fashion brand collaborations, our Streetwear Sophisticate is a little more, well, sophisticated. They would rather buy from somewhere like environmentally conscious brand Noah [set up by Brendon Babenzien, the former Creative Director of Supreme and now over at J. Crew] or an iconic Japanese brand than ever stand in line at Supreme. And, if they are wearing a big-name logo, they’ll be wearing the original version, for instance, a Supreme sweater they’ve had for years pre-hype.

Importantly they like to show their authority within the culture and that they’ve been around a while. Vintage also plays a part here, since it gives them pieces that are essentially one-off that the hypebeasts can’t buy, while also showing their awareness of brands ‘pre-hype.’

Calling the Streetwear Sophisticate fashionable would be offensive to them; like the other style segments, they have their own look and rarely buy into trends, let alone fast fashion. Their look is pared down, albeit often with colorful or cultural ‘pops’, nuanced and classic, normally a streetwear foundation paired with honed, cultured layers on top.

• Tends to come from various cultural references, whether that’s film, fashion or music, normally across all genres of the arts.

• Famous personalities who have a pared down, confident style - Jeremy Harris, Denzel Washington, Keanu Reeves and Joaquain Phoenix, Lenny Kravitz, Gucci Mane, Beyoncé, Widsom Kaye, Riccardo Tisci, JP Gaultier, Christopher Lemaire, Junya Watanabe, Nigo and Issey Miyake.

• There is a notable lack of bling or conspicuous consumption/hype references. Instead, we see a group of stylish, confident people who have a honed, classic style. always with a confident twist; just like the Streetwear Sophisticate themselves.

• Passionate consumers of magazines and the arts, they are far less likely to get any inspiration from Instagram, unless, of course, it’s to find old, cultural references.

Inspiration for the Streetwear Sophisticate tends to come from various cultural references, whether that’s film, fashion or music, normally across all genres of the arts. For instance, playwright Jeremy Harris gets mentioned along with other actors who have pared down, confident style such as Denzel Washington, Keanu Reeves and Joaquain Phoenix. In music, they may cite anyone from Lenny Kravitz to Gucci Mane to Beyoncé. Fashion inspiration spans similar genres, from TikTok stars like Widsom Kaye, to Riccardo Tisci to JP Gaultier or Christopher Lemaire.

The Streetwear Sophisticate knows the inside track of the fashion industry [often being in it themselves] and is aware of the hidden idols and icons behind it.

With Japan being such a huge influence for them, they also cite designers like Junya Watanabe, Nigo and Issey Miyake as famous fashion heads who inspire them too. Naturally, people on the street - this is about street culture after all - play a role too.

Interestingly, when we look at those that inspire them together we see - again - that this is not a hypebeast segment; there is a notable lack of bling or conspicuous consumption references, for instance. Instead, we see a group of stylish, confident people who have a honed, classic style. always with a confident twist; just like the Streetwear Sophisticate themselves.

Passionate consumers of magazines and the arts, they are far less likely to get any inspiration from Instagram, unless, of course, it’s to find old, cultural references. For them, social media is a far simpler affair, a place where they can be amused, keep up with friends and track cultures pertinent to their careers.

• The interests of the Streetwear Sophisticate tend to be cultural, so art, fashion, graphic design, music and more.

• They love collecting, so may spend spare time doing so, whether it’s vintage shopping and finding those authentic, original pieces, or vinyl hunting in a small, local record stores.

• Art galleries, listening to music, industry events, casual dining experiences, .

• reading magazines and books as well as watching films and documentaries, listening to podcasts.

• As enthusiastic travelers, they love to see new places in the world; think big cultural hot-points like Tokyo, London and Seoul.

• Photography, because of their wide gaze at the world, also matters.

The interests of the Streetwear Sophisticate tend to be cultural, so art, fashion, graphic design, music and more. They love collecting, so may spend spare time doing so, whether it’s vintage shopping and finding those authentic, original pieces, or vinyl hunting in a small, local record store - this curation side of their interests is s.

Alongside this, they visit art galleries, love listening to music, may go to industry events and like to eat out in casual places, (they no longer need to be ‘scene and heard’ at the right bars or otherwise; comfort is key).

With cultural references a big part of their lives, reading magazines and books as well as watching films and documentaries is also part of how they spend their time, along with listening to podcasts. As enthusiastic travelers, they love to see new places in the world; think big cultural hot-points like Tokyo, London and Seoul. Often shopping there too, they do their research beforehand and enjoy finding the underground spots when they travel. Photography, because of their wide gaze at the world, also matters.

• The Streetwear Sophisticate will build their streetwear look upon dependable basics, typically by Japanese brands like Uniqlo and Muji.

• Uniqlo is an important brand for the Streetwear Sophisticate and arguably our most competitive brand for this segment. Tops, pants, tees - they get them all from there. Their approach to sustainability, and intelligent and cultured collaborations are key.

• For the women, Cos and & Other Stories can also provide these key, basic pieces.

• For streetwear led pieces, the segment likes to buy from cultured and curated stores like Dover Street Market, Garmentory, Frankie Shop, La Garconne and Need Supply [now closed].

• Online, this means they tend to buy from SSENSE.com, FarFetch as well as places like StockX, where they can pick up limited, vintage or hard-to-get streetwear pieces without having to stand in line.

• North Face, Nike and classic high-fashion brands like Burberry may also make the mix, coupled with support for smaller brands, often new or as yet ‘undiscovered’ by the mainstream.

• As a segment that watches and follows brands, the Streetwear Sophisticate still follow us. They are, in many ways, industry experts. Politically charged, they push brands to be the best they can be, and they expect the same from us.

• For the Streetwear Sophisticate, brands that can use their power to make a difference, should make that difference.

• Our vintage line was admired by the Streetwear Sophisticate; they are also aware of our moves within sustainability. Brands that bring sustainability in a way that is stylish and seamless for them will impress. They don’t need others to know they’re wearing sustainable products.

• The Streetwear Sophisticate buys into stories and collaborations, as long as those collaborations make sense. They will always see through one that is money-orientated or simply hype-led.

• Innovation within products, because of their love of sport and streetwear, also impresses this segment.

• Basics is where we will attract the Streetwear Sophisticate, looking towards Uniqlo for that inspiration.

• Products that are tonal, as well as products that ‘pop’, will appeal.

• They want design classics with a quality that assures them, in silhouettes that suit them.

As a segment that watches and follows brands, the Streetwear Sophisticate still follow us, they know who works with us, what positions have been filled and even which brand in the Gap portfolio is the most successful - they are, in many ways, industry experts. This does also mean, however, that they’re also aware of the work we haven’t done. Politically charged, they push brands to be the best they can be, and they expect the same from us. For the Streetwear Sophisticate, brands that can use their power to make a difference, should make that difference.

Our vintage line was admired by the Streetwear Sophisticate; they liked our foray into vintage fashion there and are also aware of our moves within sustainability. Naturally, they like our tonal products and staples and - if they weren’t shopping at Uniqlo for the same - may even shop with us. Essentially, with the strides we’re making and the differences we’re trying to make, we have the attention of the Streetwear Sophisticate, we just don’t have their money [yet].

When it comes to design, the Streetwear Sophisticate buys into stories and collaborations, as long as those collaborations make sense. They like the meeting of minds and designers when it comes to collabs and will always see through one that is money-orientated or simply hype-led. Innovation within products, because of their love of sport and streetwear, also impresses this segment.

Sustainability is something they’re interested in and watching, but not something they’re necessarily able to consume yet, simply because the supply is not there. Brands that bring the Streetwear Sophisticate sustainability in a way that is stylish and seamless for them will impress. They don’t need others to know they’re wearing sustainable products, they need to know they’re wearing sustainable products, this tends to be the same across the Style segments at Banana Republic.

Basics is where we will attract the Streetwear Sophisticate, looking towards Uniqlo for that inspiration. Uniqlo gives them strong designs, sophisticated, silhouettes, high-quality products and cultural collaborations as well as a nod to their favored country for style: Japan., Products that are tonal, as well as products that ‘pop’, will appeal. They want design classics with a quality that assures them, in silhouettes that suit them. Think baggy but tailored pants, boxy Japanese-type button-downs and oversized silhouettes for the male and female Streetwear Sophisticate alike.

Dear Banana Republic,

I wish you could read this letter in a boardroom full of your board of directors and designers. I would ask that you look to your left and to your right, look at each person in the room with you. How many faces look just like yours? How many faces like this do you see when you leave this room? How often do you see them when you are picking up your kids? How many times a week do you see them at the club with you? I know you’d like to believe that you all are visionaries, risk takers and innovators, but if you answered more than 3 to most of these questions you are much like everyone: creatures of habit. And, in your case, you have been in the habit of existing in homogeneous spaces that lack innovative thinkers, disruptors and agents of change in one of the most influential spaces humans create in. Wow! What an oxymoron?!

Now, ask yourself who most influences what we design and what we make but isn’t in this room? How do we go out of the way to bring them onto this board? How long will you continue to be a sheep doing what you've been doing?

It’s not enough to bring Kanye over at GAP, it’s not enough to have two black chief diversity officers, one Asian American model minority head of the tech/IT/Marketing side. NOPE. FULL STOP. It’s time to bring those of us who have created and been stolen from to the table.

You see what Gucci did with Dapper Dan? You see what Pretty Little Things is doing with Teyana? It’s time to bring the Joe Fresh Goods to the boardroom. I never shopped with you, because the marketing was only of White, Cisgender, Straight-looking, Skinny people. And that ain’t me at all.

Y’all missed the assignment in creating clothes that were luxurious for all bodies. Especially given how damn good Black people look in earth tones! LMAO!

Come on now, I know y’all saw those visuals Solange gave us with A Seat At the Table, or hell, Beyonce in Black is King and Lemonade. Just turn on the trending videos playlist on YouTube and see how damn good Black and Brown bodies look in earth tones.

Get that boardroom right, get that marketing right, and make sure your warehouses and means of production are honest, equitable and fair to women and femmes.

Lex, 33, Los Angeles, CA, Streetwear Sophisticate

If you want to read more Open Letters from our respondents, click here.