Street wear is seeing triple-digit year-over-year growth in the US. Demand is most heavily driven by millennials, women and Gen X. This explosive year-on-year growth is attributed to the increasing trend of gender neutrality and statement pieces most commonly worn by women and younger shoppers. Women, for example, are purchasing more men’s street wear than ever—95 percent more than last year. And the items they’re searching for don’t fall within the confines of one gender. Top trending items include bucket hats, which have seen a 365 per cent increase; sneakers, which have increased in popularity by 213 per cent; and cargo pants, searches for which are up 111 per cent. Yeezy and Prada are the top brands for sneakers, with Yeezy seeing a 662 per cent increase in search, and Prada 437 per cent.

Even luxury shoppers want street wear. The number of street wear shoppers purchasing luxury fashion is up 56 per cent from last year, and they’re most likely to enter the pool of luxury. As street wear demand rises, it’s having a ripple effect across all of men’s fashion. Luxury brands are embracing collaborations and new creative heads to broaden their appeal. It’s paying off in strong luxury demand among street wear buyers.