10 Deep is a true legendary brand in streetwear, having been around for 12 years and pushing the scene before it was even coined as the subculture called “streetwear.” “We’ve been riding the wave of highs and lows since its existence,” says Emeka Obi, the Marketing and PR Director for 10 Deep in an exclusive interview with Label Networks TV at MAGIC Fashion Trade Show. “We come from a variety of different things and where things started, ranging from punk, skateboarding, hip-hop and where things fuse together into socially relevant forms. Our work is a part of these things -sometimes political, sometimes nonsensical -cues taken from global influences.”
10 Deep’s Emeka Obi Talks with Label Networks TV about the Birth of the Legendary NYC Streetwear Label, the History of Streetwear, Where Things are Headed Next
Top Store Preferences for Fashion Indicate Changing Spending Patterns among Youth Culture
The differences with fashion in youth culture markets vs. older markets (those 26 ) is that trends often come from the bottom-up, rather than from the 26 top-down. What we mean is that young people tend to pick up their ideas for fashion from each other, from utilitarian means, out of necessity, from the streets, grassroots word-of-mouth awareness, or their surroundings in general, rather than from the latest trends dictated by fashion houses, advertising, or marketing efforts on TV as a prime example.