Circular economy, complete expression is resource circular economy. An economic development model characterized by resource saving and recycling and in harmony with the environment. It emphasizes the organization of economic activities into a feedback process of “resource – product – renewable resource”. It is characterized by low exploitation, high utilization and low emission. All materials and energy can be rationally and sustainably utilized in this continuous economic cycle so as to reduce the impact of economic activities on the natural environment to the smallest extent possible. Sustainable fashion is to start from the impact of clothing on the ecological environment and the practicality of clothing itself, so that clothing is fashionable and environmentally friendly at the same time. Both the choice of clothing material and the utilization of clothing after being discarded are the contents of sustainable fashion. In a word, clothing should not only look good, but also be practical. After being used, it should be used in other ways, instead of being thrown into the nature and causing a waste burden.
Reasons: genderless style in its actual products, including clothing, accessories, and bags. As a brand favors minimalism, it insists on applying simple and low-key colors like the earthy tone and simplified silhouette to its products. Its T- shirts usually use 280 g pure cotton to highlight the comfort, convenience, simplicity, and easiness to match. As its market share grows, the need to expand becomes clear.
Streetwear with various styles can be found in the market as people from all walks of life are directing more attention to it and are willing to purchase it. Among them, the streetwear brand Fear of God (FOG) and its diffusion line brand Essentials are standing out, especially when they went viral in the China market in 2018 and stars shared their street snaps and daily photos wearing clothes of these brands. Essentials became a hit in China and other streetwear brands began to pour into the China market, but due to the imbalance caused by the brand’s single sales channel and the enormous demand in China, Essentials was always in short supply.
As a diffusion line, Essentials inherited the classic elements and ideas of FOG and its pricing was more consumer-friendly. According to Jerry Lorenzo, consumers were purchasing the counterfeits of other streetwear brands when buying H&M and Zara (Hess, 2021). Different from the intense crafts and complex silhouette of FOG, Essentials highlight more on the “pure street” spirit and its design is simpler, more durable, and caters more to the young. Depending solely on online sales and with no physical store remain the feature of Essentials, and the brand is adept in making use of online marketing advantage to make it an immediate hit in the fashion market
Reference List
Cyanhill Capital(2018). The development ofstreet fashion is embarrassing.[online] www.sohu.com.
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Jiang, Ji.(2017).Other streetwear brands rely logo identity, but this one has to fight for details and
fabrics! An American fashion brand Fear of God created byan Italian has sprung up like this.[online] luxe.co. Available at: https://luxe.co/post/70617[Accessed 12 Aug.2021].
WWD.(2021),Fear of God Introduces Essentials Kids for Spring.[online] WWD. Available at:
