Streetwear is generally recognized as having originated from the Los Angeles surf culture of the late 1970s and early 1980s.
It then became global in the 1990s, spreading through California. So, at this point, you may think it’s something old, but…Streetwear is still a thing, allowing people to find pieces that truly reflect their individuality all over the world.
Just consider Italy: we always think it is the country of tailored and classic apparel, but Italian streetwear brands are more appreciated and widespread than ever.
Luxury fashion houses often overshadow it, but it offers a unique combination of high-quality craftsmanship, innovative designs, and the unmistakable Italian flair we all know.
So, in this article, we’ll explore the fascinating world of Italian streetwear, introducing to you names like Diesel or Stone Island, above the established brands, and some new emerging labels like Marcelo Burlon and Drome.
Here are the established brands of italian streetwear
We are talking about those brands that have laid the groundwork in streetwear with their innovative approaches and unstoppable commitment to quality.
In particular, these brands have transcended fleeting trends, crafting original but timeless pieces that are able to resonate with the global taste in fashion.
Want to know them better? Just keep reading, and let’s delve together into the pioneers who defined and elevated Italian streetwear over the years.
Diesel: the denim innovator
By now, Diesel is more than just a fashion label. It has become an icon of rebellion and bold expression.
Founded in 1978 in Molvena (in the Veneto region – north of Italy) by Renzo Rosso, the brand became a pioneer in denim innovation. Its price range sits between mid-range and mid-high, ensuring the brand remains accessible yet aspirational.
But what is the secret behind its success? As we can see, Diesel’s mastery lies in its ability to experiment with denim. Their signatures are the washes and distressing techniques, together with statement details that have set benchmarks in the industry.
But beyond jeans, Diesel’s collections are adorned with bold graphics and cheeky slogans that mirror their daring advertising campaigns, which often spark discussions for their provocative or humorous themes.
Moreover, you can see that its collections have now gone far beyond jeans and offer a full spectrum of apparel, footwear, and accessories that exude individuality and confidence.
Edgy jackets, comfortable (yet stylish) sweatshirts, modern sneakers, and accessories like bags and belts: Diesel always combines functionality with a flair for the dramatic.
C.P. Company: sportswear that meets functionality
C.P. Company was established in 1978 by the legendary Massimo Osti.
The brand is a true innovator in the field of textiles and, at the turn of the eighties, it marked the clothing industry with the creation of several successful brands (including Stone Island, which we will introduce in the next paragraph).
C.P. Company is known for its vintage-inspired aesthetic since it expertly merges form and function and offers practical clothing with a stylish edge, making it a favorite among fans of technical sportswear.
Signature pieces include their iconic “Mille Miglia” jacket, which exemplifies the brand’s innovative use of technical fabrics and its hallmark garment-dyeing process.
A technique that gives each piece a distinctive, lived-in look that’s hard to replicate. This is why the price of the brand sits in the mid-to-high range, reflecting their dedication to quality and craftsmanship.
Beyond jackets, C.P. Company’s range extends to t-shirts, sweatshirts, and pants, all designed with comfort and durability.
But there’s more: with accessories such as caps and bags crafted to complement their mainline collections, the brand ensures a cohesive and recognizable aesthetic.
Stone Island: technical innovation at its best
Let’s continue talking about the marvels of Massimo Osti: Stone Island is another of his brainchild. Founded in 1982, has become a trailblazer in high-end sportswear and is known for its experimental dyeing techniques and groundbreaking materials.
A curiosity you may not know is that Stone Island’s collections were first designed for men and emphasize outerwear. Their jackets and parkas were born to be more than just garments: they’re feats of engineering. They combine functionality with aesthetic appeal and often feature bold color variations and textural richness thanks to the brand’s avant-garde dyeing processes.
MSGM and its bold, youthful energy
MSGM was founded in 1997 by Massimo Giorgetti, representing Italian fashion’s vibrant and playful side.
Its main features are bursting color, graphic prints, and quirky slogans: the reason why MSGM’s collections are an ode to individuality and self-expression.
The brand offers men’s and women’s clothing, from lively t-shirts and sweatshirts to bold dresses and tailored pants. And, because it was designed for the fashion-forward crowd, it strikes a balance between fun and sophistication, with prices positioned in the mid-range category.
5 emerging brands in Italian streetwear
But now let’s jump a bit forward in time, where we can find Italian streetwear brands that have emerged in the last 10 years and are leading a revolution in the niche.
We are talking about those labels that bring fresh perspectives, blending bold designs with experimental approaches to capture the spirit of new generations.
Sure, they are still carving their paths, but their influence is undeniable, and their unique offerings are reshaping the future of Italian fashion.
So, let’s take a closer look at these rising stars.
Palm Angels hits the West Coast vibes with Italian flair
Palm Angels was founded in 2015 by Francesco Ragazzi to bridge the gap between Californian skate culture and Italian luxury.
It’s a Milan-based label quickly gaining a global following thanks to its vintage graphics, distressed fabrics, and bold color choices.
Palm Angels’ collections include relaxed yet edgy t-shirts, hoodies, and sweatpants, often adorned with palm tree motifs, flames, and other nods to West Coast aesthetics. But, as we said, it has a touch of the typical luxury class and lines of Italian style.
It is no coincidence that celebrities and influencers flock to Palm Angels for its unique blend of rebellion and refinement! And this is why its prices range from mid to high.
GCDS: playful and irreverent
GCDS was founded in 2016 by Giuliano and Giordano Calza and its acronym stands for “God Can’t Destroy Streetwear”. From this, you can sense that this brand infuses streetwear with humor and creativity. Their vibrant collections stand out with bold cartoon graphics, unexpected design elements, and riot colors.
GCDS includes t-shirts, sweatshirts, and dresses in its catalog, all presented as a canvas for their playful imagination, often featuring sequins, feathers, or oversized logos.
Also, the brand offers accessories such as hats, bags, and jewelry that echo the exuberant aesthetic of its apparel. This is why, also in this case, we are talking about something appreciated by fashion influencers but, this time, distinguishing itself with accessibility and sitting in the mid-range category.
Marcelo Burlon County of Milan is edgy and iconic
Marcelo Burlon’s label, County of Milan, represents the edgy side of streetwear.
It is known and appreciated for its graphic designs featuring wings, mythological creatures, and bold prints so that every piece of apparel appears like a theatrical representation of reality.
For this reason, the brand reflects its status as a symbol of luxury streetwear, particularly appreciated by young celebrities who want to make an impact when hitting the red carpet.
Drome: where feminine meets streetwear
Who said that Italian streetwear brands can’t be ideal for women, too? Maybe this was a concept typical of the past…But now, there are brands that are rewriting the rules of fashion (and society) by designing fluid brands.
An example is Drome, founded in 2008 by Deborah Joyce Chung, who decided to redefine streetwear with a distinctly feminine touch.
Specializing in women’s fashion, Drome blends soft fabrics and tailored silhouettes with bold graphic elements.
In its collections, you can find flowy dresses with sporty details, oversized sweatshirts paired with elegant trousers, and jackets that combine comfort with sophistication.
So, Drome is a go-to for fashion-forward women who value both edge and elegance.
Ready to embrace the flair of Italian Streetwear?
As you have seen, Italian streetwear brands can offer you a wide range of alternatives and styles.
The innovative and established names of Diesel and Stone Island and the fresh and daring labels of Palm Angels and GCDS embody the essence of Italian creativity, ensuring that your wardrobe is anything but ordinary.
So, are you looking for a way to stand out from the crowd while walking down the street?
In that case, there will always be an Italian streetwear label ideally suited for this goal and your style, whether you’re drawn to the rebellious energy of Diesel or the playful irreverence of GCDS!
If you were looking for inspiration on what to wear, embrace the flair of these Italian brands and come back to Edropit for exclusive tips and interesting news about fashion!