From magazine sketches to teddy boys

To understand the origins of street fashion, we will have to roll back the time well before the advent of Instagram, the Internet, and even television and radio — stopping at around the 16th century. It was then that artists who accompanied sailors on trips to distant lands began creating drawings of local residents. This is how the first “looks” were marked on metal or wooden plates, which then entered the first fashion magazines. And even then, the photos had captions with explanations of where to buy something like this and what to combine it with.

London’s youth are to be thanked for this breakthrough. In the 1950s, teddy boys appeared in the city — barefoot riots in elegant outfits. Street photographers took pictures of them, but people admired these characters. After a few years the movement began to settle down but the habit of photographing representatives of young subcultures on the streets of the city is firmly entrenched in mass culture.

The main rule — find something “tasty”

By the end of the 20th century, there were quite a few talented streetstyle photographers. One such name is the legendary Bill Cunningham. From the crowd of passers-by, he chose people whose characters he really liked. British journalist Ann Wintour once said, “We all dress for Bill.”

At the same time, in Latvia, which has just ceased to be part of the Soviet Union and its strictly defined frames and understanding of how a person should look in different living conditions — organized whole designer gatherings from all over the world, a seven-day fashion show and an Assembly that rather resembles theatrical performances.

Does any of this have anything to do with the development of the streetstyle here? It seems that yes and in most direct terms — given that these events were not necessarily about pompous performances but about “free feeling and creativity”, which most likely went from design performances to the streets just as freely.

What rules the party and does the brand matter

By the beginning of the 21st century, streetstyle had gone through several stages of its development — the above-mentioned “search for people in photos”, the epitome of the “fashion circus”, thus becoming a permanent invited guest during fashion weeks. In the rugged world of streetstyle there are already heroes of their own who are given free clothing by the PR services of fashion houses, but in return they actively post them on Instagram. Paradox appears: the direction that originated on the street now rather takes its start at fashion shows and social networks today. As one of the magazines accurately noted, “this wheel turns so fast that it is unlikely that anyone will stop it in the near future”. 

But there’s also good news: it’s much easier than ever to become a street styler nowadays. Brands are of no significance here — it is important to understand that street style characters are most often complex and consist of elements that are incompatible with one another at first glance.

We offer you to try it while strolling through the boutiques of the capital of Latvia.

Where to buy stylish things in Riga

And the store also has its own cool blog: rarely, but precisely about streetstyle, Riga, music and of course people.

The ITK store is located in the very center, as if at the intersection of two worlds — the old town of tourism and modern living Riga — on the 18th of Boulevard Zigfrids Anna Meierovits.

Northern Grip Vintage Clothing

This store is soaked with a real vintage spirit. You sort of end up in a huge wardrobe with a large selection of outerwear, blouses, jackets, fur and leather. And what a wide selection of accessories! A real grandmother’s chest in the best sense of the word. The interior of this store is appropriate – everything is kept in a unified style and coordinated by colors.

For lovers of historical things, we recommend paying special attention to vintage furs (they are relevant for many seasons now), jeans and jackets. The website is easy to navigate, making some unique options easy to find. The slogan of the store is: “You deserve exceptional style.”

By the way, in their cozy spaces, Northern Grip hosts parties for guests and fans of vintage aesthetics.

Brūklene Shop

The Bruklene Shop is a bike shop, workshop, and a café, all in one room. Together with bicycles and their accessories, some stylish parts can be found here too.

Bruklene Shop is worth a visit for relevant hats, snapbacks and socks with prints and inscriptions. For example, streetstylers skillfully wear not only socks with trainers but also classic shoes barefoot, put snapbacks in specific frames, while “beanies” have practically become a core value.

Volga Vintage

This store will be especially appreciated by those who treat fashion with irony, love the 00’s and are ready to combine the incoherent. The store’s website is already hinting that many interesting things from rap clips and R’n’B performers can be found here. Crazy jeans with a low waist, glasses, t-shirts with glitter and other hits of the 00’s – everyone who likes to stand out will find something to enjoy here. Here you can assemble Y2K-style characters, armed with vibrant dresses and unusual skirts.

The vintage space often takes its collections to festivals, marquees, pop ups and shows during Fashion Week in Riga.

STAG Boutique Store

Boutique is the perfect place for those who like to hunt for unusual things or “popular with something special”. The illuminated, cozy STAG Boutique Store features interesting cut trousers and jeans, loose dresses with bright print, oversized shirts, and T-shirts. Clothes and accessories of local designers are combined with global brands.

Backdoor Market

This new streetwear brand is actively developing and attracting the attention of fashionistas with its 00s and 90s style items with recycled elements. Lovers of unusual denim, translucent fabrics and crazy shopping bags are sure to find something interesting for their wardrobe. “The past becomes future,” such a slogan of the store perfectly reflects its concept.

Clothing from the Backdoor Market can become the basis for a streetwear look entirely. All the more since many cool models are born right in the store from the sewing machines of creative workers. In addition, the brand offers ready-made combinations that look exciting and topical. You can look at clothing in popups or in the creative space itself.

Tikari

Skate shops have long been looked into not only by skaters but also by bustling fashion enthusiasts. They know that here you can find sweaters, hoodies and T-shirts with prickly prints, hats, snapbacks, vans and nikes. Here’s a real selection of streetwear.

The store’s founders are passionate fans of skate and related culture, so they say it’s not just clothing for them but a way of life. The store’s Instagram is proof of this.

Here it is easy to assemble a full comfortable set with joggers, a long-sleeve and a shirt, complemented by details such as socks, a scarf or a distinctive hat. Fashion artists often combine street style with classics that look relevant and reckless.

You can see the full streetwear offer here.