The New Age of Luxury Where Streetwear Reigns Supreme
THE NEW AGE OF LUXURY
WHERE STREETWEAR REIGNS SUPREME
By Deeya Farrukh Niaz
Luxury has always been synonymous with tailored suits, crocodile leather bags, and timeless elegance, but that notion is changing. The new era of luxury is not dictated by tradition, but rather by cultural shifts, hype, and a bold departure from the classic. Enter streetwear, the unexpected king of modern high fashion. Gone are the days when luxury was defined solely by heritage brands and formalwear. Today’s youth have flipped the script. Brands like Supreme and Yeezy have reshaped the luxury narrative through exclusivity, limited drops, and a cool factor that can’t be bought, only earned. Supreme’s collections, hoodies, T-shirts, caps, and sunglasses, are undeniably of high quality, but it’s their scarcity that elevates them to luxury status.
Take collaborations such as the Dior x Nike trainers or Miu Miu’s Sambas, they blend streetwear silhouettes with designer prestige. And of course, there’s Yeezy, the brand that arguably started the entire movement. Streetwear today doesn’t necessarily carry the same price tag as classic luxury, but it carries a different kind of value, cultural capital. Wearing a branded hoodie in 2025 might just be the new three-piece suit, effortless, current, and surprisingly formal in the right circles.
This shift is not confined to the West. South Asia has taken notice. In India, DyavolX, launched by Shah Rukh Khan’s son, is making waves, while Pakistan’s Rastah is gaining international traction. These brands are more than just labels, they’re lifestyle statements, rooted in authenticity. Unlike traditional luxury, which can rely on legacy, streetwear must be credible from top to bottom, from its creators to its audience, from the design studio to the final Instagram post.
Authenticity is key. It’s not just about the clothes, it’s about the persona behind them. Consider Rhode, Hailey Bieber’s beauty brand. Her image, effortlessly chic and youthfully elegant, is inseparable from the brand itself. Even her brand ambassador, Alexandra Saint Mleux, girlfriend of F1 driver Charles Leclerc, embodies the Rhode aesthetic, poised, understated, fashionable. It’s the walking, talking version of the brand that people buy into.
The global appeal of luxury streetwear is undeniable. A jacket from a Pakistani designer could appear on Justin Bieber in California. Rhode’s lip gloss might pop up on a model in Monaco during the Grand Prix. Fashion is more borderless than ever, and streetwear plays perfectly into this dynamic. You never know who might be wearing what, and that unpredictability is part of the allure.
Exclusivity remains the secret sauce. Limited drops, firstcome-first-serve releases, and lightning-speed sellouts create a sense of urgency, and belonging. If you miss out on the
hottest piece, you’re left scrambling for the next best thing or waiting impatiently for the next drop. Resale culture takes it even further, prices triple, and the item becomes a status symbol. The real question becomes, how much will you overpay to feel effortlessly cool?
But is it worth it? At the end of the day, it’s a hoodie or a pair of joggers. Yes, it’s handmade, maybe even with sustainable, organic materials. No polyester. No plastic. Sometimes, though, the artisans behind it are underpaid, and the transparency is questionable. You’re often paying not for quality, but for the brand. Even Lululemon, once considered premium activewear, was found to use toxic, cheaply made materials, raising doubts about many other “luxury” labels. Still, there’s something undeniably fun about streetwear. It’s subtle. It’s exclusive. It’s a club, one that doesn’t scream for attention. If someone recognises the hoodie, they’re part of the club. If they don’t, well, maybe they’re not your people.
It’s an aesthetic that whispers rather than shouts, and in that lies its true luxury. Streetwear brands like A Bathing Ape, or my personal favourite Aimé Leon Dore, are testament to this movement. And if I have to explain who they are, well, perhaps you’re just not that cool yet.
On a personal note, I believe streetwear is a better investment than fast fashion. It lasts longer, both in terms of quality and style. You can wear a piece over and over again without it losing relevance. Fast fashion, on the other hand, feels awkward to repeat. Streetwear promotes conscious spending and the idea of a capsule wardrobe, something we all should embrace.
Of course, the relevance of any brand is tied to its creator’s popularity, just ask Yeezy or Balenciaga. Luxury no longer resides only on the red carpet, it walks the streets. In a world where comfort meets exclusivity and identity is woven into fabric, luxury streetwear is the new status symbol. It’s not just about what you wear, but who recognises it, and more importantly, who doesn’t. In the end, luxury is a feeling, and right now, that feeling comes with a hoodie, a logo, and a whole lot of hype.
“LUXURY TODAY ISN’T ABOUT LOGOS YOU SHOUT BUT `STORIES YOU WHISPER, STREETWEAR IS THE NEW STATUS SYMBOL FOR THOSE WHO KNOW.”