The need for fast and constant innovations in the world of fashion led to increased research on the subject of fashion and with that the revision and critique of basic concepts of fashion. The most important concept for understanding fashion practices is differentiating between the physical object – the dress – and the act of getting dressed. Getting dressed is a basic practice of social life which is present in all cultures, irrespective of time, age and space (Entwistle, 2015). "People have bodies and are bodies ... Human bodies are dressed bodies. The social world is a world of dressed bodies (Entwistle, 2015). We continue with the connection between subculture and the alternative fashion brand, which shows us the existence of similarity, but leaves the question open to interpretation. If street fashion originates from, for example, skate culture, it does not mean that it is subcultural fashion. Fast and constant innovations in fashion led do the appropriation of the aesthetic of niche fashion styles and launched it in the mainstream. The connection between commodified fashion brands and alternative street fashion brands exists, but in a very specific way.
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