The Four Futures Of The Platform That Birthed Luxury Streetwear

At the start of the 2010s, the two opposite camps of luxury fashion and streetwear rarely crossed-over. Luxury was exclusively for the elite older generation — it was preppy, expensive, serious. Streetwear and sportswear, on the other hand, were for everyone else. This generation of creators — who during this time, started becoming the most influential consumer segment in the luxury market, and whose definition of “luxury” itself shifted from price point to cultural credibility — had other ideas. And then came New Guards Group, the Milanese mystery holding company that disrupted the entire industry and commercialized what would famously become known as “luxury streetwear.” The company — co-founded in 2015 and run by Davide De Giglio and Andrea Grilli — has birthed some of luxury streetwear’s most successful brands, including Off-White™, Palm Angels, Heron Preston, Kirin (by Peggy Gou), and Marcelo Burlon County of Milan. (Virgil Abloh still owns the trademark to Off-White™.) Read more at Highsnobiety.