micro musings
WHY UNDERRATED?
WHY UNDERRATED?
WHY UNDERRATED?
“Under-Rated will be your one stop destination to all things underrated, undiscovered, and unexplored in the world of fashion. If we think you’re UnderRated, you’re seriously cool!”
If you are an active participant in the conversation on fashion not just in the digital space but also in your everyday reality, chances are you would have spotted a pattern. One of an overwhelming presence of few labels and brands. Consumers, small and large fashion houses and media outlets alike are cognizant of the evolution of fashion, not just as a notion but as an industry at large, to adapt to the contemporary political, economic, socio-cultural, environmental and other external factors. Despite the growing awareness of the importance of embracing a new wave of fashion, one that is not married to esurient consumerism and characterized by more lenient receptivity to experimenting with what lies outside the mainstream, there is still a long way to go before we can collectively and confidently proclaim that fashion has changed and changed for the better. The truly bonafide and obscure labels in the industry currently lack a dedicated platform to themselves. Even though consumers have started recognizing the benefit of stepping outside of their comfort zones to shop from brands that are new and relatively unexplored, and terms like ‘homegrown’ and ‘small-business’ have taken the digital space by storm, much still remains to be done to combat the overarching presence of luxury, established, and fast fashion houses in daily media visibility. Generally and continually, there have been exclusive, isolated mentions of undiscovered and emerging fashion labels buried under the glossy pages of adverts and celebrity endorsed editorials. Fashion magazines, so to speak, for generations have been driven by the notion of flawlessness, its pages exclusively reserved for only the most prominent, recognized, and mainstream brands and designers.
If you are an active participant in the conversation on fashion not just in the digital space but also in your everyday reality, chances are you would have spotted a pattern. One of an overwhelming presence of few labels and brands. Consumers, small and large fashion houses and media outlets alike are cognizant of the evolution of fashion, not just as a notion but as an industry at large, to adapt to the contemporary political, economic, socio-cultural, environmental and other external factors. Despite the growing awareness of the importance of embracing a new wave of fashion, one that is not married to esurient consumerism and characterized by more lenient receptivity to experimenting with what lies outside the mainstream, there is still a long way to go before we can collectively and confidently proclaim that fashion has changed and changed for the better. The truly bonafide and obscure labels in the industry currently lack a dedicated platform to themselves. Even though consumers have started recognizing the benefit of stepping outside of their comfort zones to shop from brands that are new and relatively unexplored, and terms like ‘homegrown’ and ‘small-business’ have taken the digital space by storm, much still remains to be done to combat the overarching presence of luxury, established, and fast fashion houses in daily media visibility. Generally and continually, there have been exclusive, isolated mentions of undiscovered and emerging fashion labels buried under the glossy pages of adverts and celebrity endorsed editorials. Fashion magazines, so to speak, for generations have been driven by the notion of flawlessness, its pages exclusively reserved for only the most prominent, recognized, and mainstream brands and designers.
The clothes comprising streetwear were worn by celebrities and regular folk alike. Moreover, they were fashionable and utilitarian at the same time. This is what drew the attention of consumers. High-fashion was considered to be an inaccessible space, but with streetwear, it was attainable. Streetwear derives its power from being able to combine what’s practical with what’s ‘cool’ and ‘luxurious’. It’s an effortless, raw, and subversive culture, one that is driven by the community.
At Under-Rated, we believe that it is important to keep this culture alive for what it is - an institution subverting the norms set forth by the big players.
To summarize, streetwear is more than just fashion—it’s a movement born from resistance, creativity, and community, and
The clothes comprising streetwear were worn by celebrities and regular folk alike. Moreover, they were fashionable and utilitarian at the same time. This is what drew the attention of consumers. High-fashion was considered to be an inaccessible space, but with streetwear, it was attainable. Streetwear derives its power from being able to combine what’s practical with what’s ‘cool’ and ‘luxurious’. It’s an effortless, raw, and subversive culture, one that is driven by the community.
At Under-Rated, we believe that it is important to keep this culture alive for what it is - an institution subverting the norms set forth by the big players.
To summarize, streetwear is more than just fashion—it’s a movement born from resistance, creativity, and community, and
if we think you’re underrated, you’re seriously cool!
if we think you’re underrated, you’re seriously cool!
Underrated and undeniably cool?
Underrated?
underrated and undeniably cool?