My name is Serena Gupta,

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A sixth form student currently partaking an extended project on fashion, focused on streetwear particularly in Soho in London.

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Streetwear for me inspires what I wear. It provides a culture of individual people expressing themselves with their clothes, with key influencers such as Kanye West and Blondey McCoy.

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By definition, streetwear is a casual clothing style, typically worn by young adults and teenagers in a variety of subcultures. In reality though, the term streetwear is becoming popular leading to the term becoming more vague. It tends to become something new when fashion designers introduce new stock every fashion season.

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Today streetwear is worn by skate and surf culture, sportswear, high fashion, and the mass market retail industry. More recent events have inspired collaborations too, so luxury high-end brands can also be considered a part of streetwear. 

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My blog is to figure out whether streetwear is here to stay, and if so - how and why? What has the involved brands done to continue the culture.