This paper suggests the presence of certain characteristics within fashion subcultures which enable a transition into trends within a mainstream fashion context using the example of the UK Casuals subculture emanating from the 1970’s as a basis for the athleisure wear trend within current premium and luxury brands. Their identification shows influence on the development of casual, leisure, athleisure and sportswear within the premium and luxury brand sector through specific elements of the subculture including; a strong identity, peripheral influences (from sport), belonging to a social class and the presence of a form of brand co-creation. This research delves deeper into the transference issue as an entity in itself in order to question how and why certain subcultures have transferred into fashion trends. The link between the Casuals and the leisure trend in the premium and luxury market is particularly interesting as it allows the development of a set of criteria which could then be tested within further contexts.
|Number of pages||1|
|Publication status||Published - 2021|