Jerkin%uFFFD scene out of Los Angeles–These are the New Boyz. Slide from Label Networks%uFFFD Presentation on Global Youth and Street Culture
One of the most talked about aspects of Label Networks’ presentation on global youth and street culture trends at MAGIC last week during the fashion trade shows was about our revelation (to some) regarding forecasts circling around a growing urban movement out of parts of Los Angeles called Jerkin. Part dance movement, part music, it’s also comes with a complete fashion statement that’s taking over YouTube airwaves and leaving other trend movements of note such as nu rave, hyphy out of Oakland, and Krumping from other parts of LA in the dust, mainly because it’s based on positivity. The combination is highly contagious. Especially because girls like groups such as the Pink Dollaz are as involved as guys.
First, to step back, let’s recognize the fact that not all inner city young people are gang members and most are so over the prison uniform of long white T-shirts, kaki pants and fresh kicks. Jerkin is a complete 180 based on young people that want out of that negativity and into color -part nu rave for sure, punk, hip-hop and synth. Within this new demographic, primarily 13-25, there’s a growing entrepreneurial streak, trends coming from themselves, the bottom-up, and a movement predicated on a positive affirmation of their place in society.
They own this movement–a generation that is so entrenched in internet technology and new ways of social engagement, that they have a different thought process toward fashion, and their music, and social communication. Their perspective is individualistic and entrepreneurial.
Pink Dollaz–they%uFFFDve got flow, beauty, raps, and are going to make it big.
Cultural hotspots of the Jerkin scene include Los Angeles, specifically Hamilton High School, and the LBC also known as Long Beach (home to Snoop Dogg among others). This growing movement is rooted in a different kind of dance and music styles, which is not nu rave but a mix of punk, neon, electronica, synth = skinny denim, colorful T-shirts, jackets, and pre-requisite Vans.
Jerkin’ leaders such as the New Boyz and Pink Dollaz girls are products of their Era -Using cheap, easily obtainable bedroom home recording equipment, coupled with a distribution systems like YouTube, and MySpace it’s made them pop way sooner than any record company could. But now they are signed to record companies after making it happen themselves. Welcome to the new era of the music recording business.
Graffiti -roots: As we’ve stated, their new cultural heroes are street and graffiti artists whom they respect. There’s a sense of pride from the streets and credibility found there, which of course brands are scrambling to employ.
Skateboarding styles: the tight punk pants and Vans make it all seem quite skate-inspired and it is, even if not all of those within this subculture skateboard.
Top bands in the Jerkin’ movement include:
Jerkin is one of those movements to pay attention to for many reasons, as illustrated above, but especially for sneaker brands and fashion brands that need to realize where some of the new niche leaders are coming from.