Gooqx Speakerbox No. 2 Yu-Ting Liu

Written by

Yu-Ting Liu



28. February 2017

Estimated Reading Time

01:19 Minutes

Gooqx Speakerbox
No. 2 – Yu-Ting Liu

As the second presenter of our recently initiated internal platform Gooqx Speakerbox, I was looking for a topic which has a strong tie to me personally and the work we are doing at the agency.

The development of street culture and especially the fashion aspect of it, is something which I have been following for years. The impact of this niche segment on the overall fashion industry has reached another peak with the announcement of the collaboration between the traditional luxury house „Louis Vuitton“ and the most iconic streetwear brand ever created „Supreme“.

My presentation „From realness to grails“ started with the roots of streetwear in the 70s/80s, which can be identified in the music culture and the skate and surf scene.

Gooqx Speakerbox: #1 Huy Dieu From realness
to grails
juicytomato.jpg __filesize 1260 x 966 px

Talking about milestones and key drivers for the commercial success of streetwear, I surely had to mention icons such as Dapper Don, Karl Kani or the legendary TV commercial LL Cool J has done with GAP, where the rapper snuck in several references to the streetwear brand „FUBU“.

The main part of „From realness to grails“ deals with the fusion of street- and luxury fashion.

Using examples of previous collaborations, we have finished this Speakerbox with an open discussion about the power of using synergies in constantly changing markets and generally the overall power of (sub-)culture as a key driver for consumers and industries.

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