Fashion Subcultures

Fashion subcultures are groups organized around or based upon certain features of costume, appearance, and adornment that render them distinctive enough to be recognized or defined as a subset of the wider culture. Collective identification as a group can be self-attributed or influenced by outsiders. Gender, age, social class, or ethnic identity can distinguish classification among a subculture. Subcultures often create their identify by a distinctive definition of themselves that is usually opposite of “mainstream” beliefs or prevailing fashion of the time. Many subcultures have a dominant way of dressing that makes them exclusive to their “culture”. While these subcultures may depend upon fashion to define their existence, many prefer to orient themselves around the idea of “style” or “anti-fashion,” distinguishing themselves a Fashion Subculture, which sets themselves apart from the rest of society. - Chelsea 

Source: http://fashion-history.lovetoknow.com/fashion-history-eras/subcultures

Buchon & Buchonas

A buchon and buchona are a fashion subculture originating in Mexico. Due to the ongoing Drug War that Mexico has been battling for nearly a decade, the lifestyle of drug-traffickers is glamorized by the media constantly. These men and women look up to drug-traffickers in Mexico because they provide jobs to the needy therefore they find them inspirational and try to recreate their looks.

Drug-traffickers have traded their signature cowboy boots and big belt buckles for American and European brands. Brand names like Burberry, Gucci, Ralph Lauren Polo Shirt, Armani or Ed Hardy worn by several infamous drug traffickers at the moment of their capture have become trendy in the past few years. A buchon can be identified by what he wears; Ed Hardy t-shirts with matching caps, satchels, and true religion jeans. Ralph Lauren Polos are also popular because seven high–ranking drug traffickers who were arrested over a three–month stretch were seen wearing the polo with a horseman–with–a–stick emblem.

Women dress the part of a Narco’s girlfriend. They are seen wearing fake acrylic nails with rhinestones everywhere, Bebe bodycon tees or dresses, thick headbands, and heavy makeup. They favor brands such as Michael Kors, Coach, Guess, Bebe, and Armani Exchange. 

-Vanessa 

Lolita Fashion

There are countless numbers of subcultures with their own unique styles in Japan. Lolita fashion is one of them. Lolita is one of the largest street fashions in Japan and has an active global community. The subculture is characterized by modest, high quality Victorian-era clothing with a “cupcake” silhouette. The most well-known Lolita styles are sweet, classic, gothic, and punk

1. Sweet
• Influenced by Victorian and Edwardian clothing
• Lighter colors
• Childlike motifs in designs
• Popular themes: Alice in Wonderland, candy, and classic fairy tales
2. Classic
• Mature style of Lolita that focuses on Regency and Victorian styles
• Somewhere between sweet and gothic styles
• Small intricate patterns and muted colors
• Silhouettes include a-line and empire waists
3. Gothic
• Darker makeup and clothing
• Red lipstick and smokey or defined eyes
4. Punk
• Punk fashion elements
• Motifs that are found in punk clothing
• Tattered fabric, plaids, safety pins and chains
• Short androgynous hairstyles
• Common footwear: boots, Mary Janes or oxfords with platforms

Source: Lolita Fashion

- Ashley

Fashion Subculture – HIPSTERS

Hipsters are everywhere.

Hipsters are a subculture of men and women typically in their 20’s and 30’s that value independent thinking, counter-culture, progressive politics, creativity, intelligence, and an appreciation of art and indie-rock. They reject the culturally-ignorant attitudes of mainstream consumers, favoring the cutting edge of alternative fashion and lifestyle trends. Hipsters want to be different, and they do a great job of doing it. Lovers of irony and indifference, hipsters are connected through a global network of blogs and shops that push forth a global vision of fashion-informed aesthetics.

 The hipster is an apathetic and idiosyncratic consumer, making them a difficult demographic to crack. How do you market to an audience that rejects the very notion of being marketed to? There’s no one uniform look for hipsters; they’re labeled as such because of their unique and distinctive styles. Nevertheless, fashion consistencies exist within the subculture. Hipster fashion is characterized by an “effortless cool” urban bohemian look. They favor vintage and thrift store-inspired garments, tight-fitting jeans, cotton spandex leggings, old-school sneakers, and thick-rimmed glasses.

Brands that hipsters love:

·         Keds

·         American Apparel

·         Keds

·         Levi’s

·         Opening Ceremony

·         Band of Outsiders

·         Pendleton

·         Fred Perry

·         Starter

- Leo

Fashion Subculture – GRUNGE 

Grunge is an overall movement—from fashion to music—that originated in the 90’s. The grunge movement has no set definition but its premise lies in rebelling against all aspects of pop culture, similar to that of hipsters. Grunge combines elements of 1970’s heavy metal (Kiss) with a punk base of antiestablishment energy. It embodies several characteristics, from guitar-heavy rock music to the café culture. It is a movement that has managed to take over and remain lurking at the turn of every corner, whether it is in a song on the radio or on a person’s fashion choices on the street. It was Rolling Stone that accredited ‘isolation and inbreeding’ for the origins of grunge.

 Essential Fashion Pieces to Being Grunge:

·         Distressed denim

·         Flannels

·         Basic white or black tees

·         Army jackets

·         Band tees

·         Leather jackets

·         Ripped stockings

·         Combat boots (Doc Martens)

·         Beanies

·         Bandanas 

- Sandy

Disposal of Products: How Disposal Affects Packaging Decisions

The disposal process of a product is an important factor in consumer behavior. How products are being disposed of is becoming extremely important to consumers and society in general. Because many environmental problems result from product disposal, companies must take into consideration the end life of their products. Marketers and manufacturers must understand that this is something consumers have become more aware of and something that also drives their purchasing behavior.

In order to appeal to consumers, new and creative disposal incentives are marketed to consumers in order to get them to buy a product. For example, some retailers offer a percentage off your purchase for recycling an old item of clothing.

Products are also being manufactured with a “less is more” state of mind. Some products are packaged with less material to make the disposal process less harmful on the environment. Other packaging is made with recycled materials and less chemicals.

The ease of product disposal is now a key product attribute to consumers. - Vanessa

MAC Cosmetics and Lush Packaging Programs 

Today, many companies have been conscious of how their products interact with the environment and are always trying to find new, innovative ways to be sustainable and have a low impact on the environment. Specifically, MAC Cosmetics has developed a program “Back to MAC” where consumers can bring in their primary make-up packaging (6x) in exchange for a free MAC lipstick. This is a great program that not only positively affects the environment but encourages consumers to do the same. In addition to MAC, Lush (fresh handmade cosmetics) is another company committed to the environment and becoming a more sustainable company. Lush has developed a packaging strategy called “We Love it Naked,” where consumers are encouraged to go completely naked specific to products that do not require any packaging at all, for example their bar soap. If consumers were “to go naked” all the time they could save up to 30 plastic bottles a year from entering a landfill. However, they are aware that as a business no packaging is impossible, therefore when they do use packaging, they prefer it to be from recycled materials. Lush and MAC are two companies striving for sustainability and by developing programs such as “We Love it Naked” and Back to MAC are great ways to encourage consumers to be aware of their impact on the environment as well. - Chelsea

Sources: M.A.C Lush

  More Eco-friendly Beauty Brands

• Josie Maran Cosmetics:
• Founded by former model, Josie Maran, her eco-friendly cosmetics brand was inspired by her upbringing. Her father was a green builder and her grandmother was a human rights activist/professor at UC Berkeley. She dedicates her skincare line to natural/gentle ingredients and eco-friendly packaging.
• Packaging: Josie Maran Cosmetics are packaged in recyclable glass, aluminum, paper and plastic; several of their products use biodegradeable materials also. “30% of the outer carbon packaging” is made from post consumer waste.

• Korres:
• Originally a pharmacy chain from Greece, due to its highly successful products, the brand expanded internationally.
• Packaging: Korres’ Eco-conscious policy ensures that all of its packaging is recyclable. The brand works to reduce their carbon footprint by optimizing production so that materials needed are minimal, use steam generated heat rather than electrical, and any herbs or plants they use are  guaranteed pesticide free.
  
  
  
• Tarte Cosmetics:
• Described as “high powered natural” cosmetics mixed with glamour.
• Packaging: Customers can participate in their recycling program where anyone can send finished or empty bottles/ pans back and they will give you 15% off your next purchase (this applies to several specific products but not all). Products use post consumer recyclables, biodegradable material, or they are refillable. 
  
  

 - Ashley

Sources: Josie Maran Cosmetics, Korres USA, Tarte Cosmetics

Upcycling: PUMA

In 2013, sportswear giant PUMA joined the fight to minimize the impact of clothing manufacturing/disposal through the launch of its Bring Me Back program and InCycle line of products. These programs combine recycling and sustainable manufacturing techniques to reduce the overall environmental impact of PUMA’s products, as well allow consumers to dispose of their unwanted apparel responsibly.

PUMA’s Bring Me Back program

To launch the Bring Me Back program, PUMA partnered with international recycling company I:CO, which processes more than 500 tons of clothing and shoes worldwide every day. PUMA stores now have collection boxes where customers can drop off old clothing, shoes, and bags for recycling. These drop boxes are not just for PUMA goods – customers can drop off unwanted wardrobe items, regardless of the brand. After being dropped off, these items are sent to I:CO facilities for processing. Clothes that are still wearable are sent to secondhand stores, while the materials from non-wearable items are recovered and upcycled.

Bring Me Back also includes an online social element, which allows participants of the program to upload a photo and write a short obituary of their recently contributed items.

PUMA’s InCycle collection

PUMA also launched a line of eco-friendly clothes to partner its recycling efforts. The InCycle collection – which includes shoes, clothing and bags – is made from sustainable sourced materials that are designed to be environment-friendly from production to disposal. The InCycle track jacket is made from 100% recycled polyester and is designed to make upcycling as easy as possible. The product line also uses organic cotton, and many of the products also incorporate biodegradable fibers that can be safely composted.

- Leo 

Other Brands and Retailers Collaborating with I:CO

I: Collect (I: CO), global textile recycling organization, has partnered with over 60 brand and retailers to collect and recycle donated clothes, shoes, and textiles in over 50 countries worldwide. The most recent partnership occurred with American Eagle back in early June of this year. For this specific partnership, customers that drop off unwanted clothing and shoes are rewarded with a text code for a $5 discount on a pair of AE jeans to be purchased that very same day.  This recent partnership has shortly become one of I: CO’s largest North American partnerships. Some of the other brand partners include: H & M, Levi Strauss & Co., Puma, Forever 21, and Footlocker.

I: CO’s main objective is to incorporate 100% of the clothing, shoes, and textiles collected into a recycle process by the year 2020. Currently, I:CO has been able to integrate 30% of the collected items into a recycling system. Such collected items serve many uses: cushioning and filling, flooring, key rings, protective packaging, pellets, etc. So far the organization has been successful at creating an impact in the recycling and upcycling markets.

- Sandy