How does streetwear turn subculture into global influence?

In this case study, I explore how streetwear brands like Aimé Leon Dore, KITH, Casablanca, Rhude, and Carhartt WIP have transformed countercultural roots into strategic cultural currency. As part of my Master’s in International Marketing & Finance, I used these brands to examine the intersection of identity signaling, brand storytelling, and cross-market influence.

From rebellion to runway, this project unpacks how streetwear leverages soft power to drive cultural relevance, consumer loyalty, and strategic growth across the fashion value chain.

This case reflects my belief in the power of narrative-led branding and youth culture to shape modern business strategy.