Creativity Without Reason: Why Intention Matters

In the current age of social media and internet connectedness, the fashion industry is no stranger to the modern technological landscape. With information being exchanged so rapidly, trends rise and fall faster than ever before leaving brands racing to capitalize on the latest micro-fad. Although this effect has created a highly dynamic fashion environment, it also has brought a high degree of saturation in the marketplace with brands producing variations of the same products with little thought put into the design as they are simply trying to be faster than their competitors. Due to its mass appeal and overall positioning in the global zeitgeist, the streetwear market is a prominent area where this issue persists. When navigating market saturation and attempting to differentiate your brand within the streetwear market, the concepts of creative and intentional design practices should be considered.

Although the concept of creativity is a massively broad topic in and of itself, in this context I will be referencing it as a descriptor for something that takes an unconventional approach in its design.

With streetwear being such a mainstream and dominant sector of the fashion industry, designs within this market that break from traditional conventions of sizing, fit, and gender expression are subject to scrutiny from the masses. This consumer pressure oftentimes stifles innovative design, causing emerging brands to favor safe and classic garment designs. While there is a degree of financial safety in sticking to traditional design principles, the overwhelming amount of brands that already take this approach has created a highly competitive market that has little need for more of the same. This high saturation has als created a void of innovation, and in turn, an open market for creative apparel design approaches. Capitalizing on this need for unique garments can afford designers a more stable place in the market with customers that return for a reason.

Although creativity is a highly important concept that must be harnessed to forge a meaningful spot in today’s streetwear market, an equally important concept is the idea of intention. There is a niche section of streetwear consumers who will appreciate creativity for creativity’s sake and not question even the most unconventional of designs, but a large portion of those who care about creative clothing design choices also care about the reasoning for those choices. Whether a piece of clothing is created with creative aesthetics or creative functionality, a balance exists between the pushing of boundaries and serving a purpose. 

A prime example of this balance can be found with the 2008 Nike ACG Airvantage inflatable jacket. Functionally, the inner inflatable membrane serves to provide increased insulation when needed, while maintaining use as a waterproof jacket when not inflated. Another effect of the inflatable technology is a unique appearance that cannot be achieved through other methods. This jacket was creative both visually and technologically, and was achieved both in a meaningful way.

With the streetwear market seeing an over saturation of brands creating more of the same in order to keep up with rapidly changing trends, a key differentiating factor for streetwear brands is their ability to design creatively and intentionally. With designs that break convention, your brand stands out from the competition by providing a unique alternative to what is widely available. Additionally, brands that are able to properly justify these creative decisions with intention and meaning, will further differentiate themselves within the streetwear market. As social media and the internet accelerates the perceived consumer needs, taking a step back and creating with purpose and originality is a key to success.