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Streetwear: How Streetwear made 304 the brand it is

What is 304 Streetwear?

Streetwear is a retail phenomenon that kicked off during the 80's. Think graffiti, skater boys and hip-hop.  Streetwear is BACK, and it's here to stay! It's not going anywhere and 304 clothing is here to have it's spin on it. 


"Now this is a story all about how my life got flipped turned upside down, And I'd like to take a minute, just sit right there I'll tell you how I became the prince of a town called Bel-Air". We were all obsessed by Fresh Prince of Bel-Air growing up, and think the streetwear fashion styled by Will Smith had a bigger impression on us then we realised. The oversized tees, baggy aesthetic, with comfort and self expression being at the core of it's style. As a brand this is our message through our clothing too. Our brand message is "No Pause, Just Play." This is for our customers to find their own adventure in individually-customised clothes.

The history behind Streetwear is all about community and the exclusivity of being in that community. At 304 this is the relationship we want with our consumers. We offer them the exclusivity by being able to build their own custom creations. The custom lab offers customers a chance to really express their style by being in the seat of the designer. 

Shawn Stussy has it's roots in the influence of 304.  Stussy was known for it's influence waving across the West Coast of America to it being a global phenomenon.  Being the leader of Surfboards with it's graphics, which then translated into the Stussy clothing line. From then it has been one of the leading brands of Streetwear fashion. Here we are today and it's still influencing us with our 304 designs. From our Face Palm capsule of a graffiti style graphics, to our Retro Graphic collection. Stussy will always be an influence of 304 but with our own stamp on it.

 We asked our team what Streetwear throwbacks, styles and looks they love and would love to see incorporated into 304. Charlie loves the style in the film "Honey". If you haven't seen it it's one to watch whilst you are off over Christmas. It follows the life of a hip-hop choreographer, with cameo appearances from Missy Elliot. The Streetwear style featured  is one for the design mood-boards. Jess loves the Juicy Couture velour 90's matching tracksuit. Spotted on Paris Hilton and Britney Spears this was Streetwear worn in a new celebrity culture. For DMP an influential Streetwear product for him is an old school Kappa jacket.

What do you Think?

Should we bring any of these influences into the next 304 collection?
We would love to hear from you. What you would like to see from 304? Drop us a message of your Streetwear influencers. 






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