From carrying out research (and particularly from personal
experience) I understand that practicality and comfort are often
compromised for style and sometimes for no reason at all, for
example sewn-up faux blazer pockets and quality, plain hoodies
somewhat spoiled with unnecessary, cheesy slogans.
Because streetwear is mainly seen as a ‘boy’s club’ and
there’s a sort of fear and hesitation for girls to get involved,
mainly because it’s a dominated industry and things like ‘13 or
14 year-old boys’ attacking posts made by girls online ‘often to
take the piss’ can definitely discourage girls to enjoy what they
love and can lead them to feel quite left-out and incapable of
getting involved.
“I think they’re kind of just missing the point of what girl’s
really want.” “I think they’re doing better but I still think
they’re being a little too girly, like, girl’s just want what
the guys have, you know? Guys have the best shoes.”- Emily Oberg
on The Sole Collector’s ‘Full Size Run’.
This quote from influencer and entrepreneur Emily Oberg is a clear
representation of what girls are feeling. From going through
Instagram post comments on sneaker releases from Nike and Adidas,
the whole world can see how frustrating many women find it when a
great shoe comes out in men’s sizes only- this is also the case
with clothes.
The tone of voice in this presentation truly reflects London life and
my chosen demographic.