JOKA

It’s where it all starts, from the ground up; street is the seed to all other fashion. There are many voices that speak of the streetwear culture: what it is or once was, how it all started and where it is heading. Streetwear is not just some fad or a passing trend.  It is nothing but pure talent and passion, and the vision to stand out from the rest.  It is a fashion movement, primarily for the youth who roam the streets expressing their interests, cultural identity, and common scenarios that take place in their urban catwalks.  For the youth, streetwear can be the most effective form of self-expression.

Rather than representing a set of brands or clothes, streetwear represents a lifestyle. Streetwear is more than just clothes; it is an expression of the wearer’s identity. It is an expression of a culture that cannot be taken down, or trashed upon.   Streetwear is a philosophy espousing a “do-it-yourself” spirit that once emerged from an urging urban youth culture, which wanted something different and unique.