and collaborations with hip-hop artists and fashion designers
2024: The Year of Fashion and Footwear Evolution
The fashion and footwear industry experienced a major transformation in 2024, with trends changing at lightning speed in the ever-evolving world of street culture. Despite the fleeting nature of trends, the differences between the start of the decade and now were monumental. Hypebeast, a leading source for all things culture, has been reporting on these changes for almost two decades. Let’s take a look at the top 10 things that the Hypebeast US editorial team loved in 2024.
Performance Takes Center Stage in Fashion
Gone are the days of sacrificing comfort for style. In 2024, fashion enthusiasts were seen sporting breathable fabrics and cushioned footwear, thanks to brands like HOKA and On. Even rapper Action Bronson joined the performance game, adding his own unique touch to the industry. While sportswear giants like Nike and adidas have long incorporated performance gear into their lifestyle collections, their competitors stepped up their game this year. New Balance and ASICS emerged as new trendsetters, challenging the dominance of the Swoosh and Three Stripes. And with brands like On and HOKA prioritizing performance over style, the industry saw a shift towards functional and comfortable designs.
Collaborations Blur the Lines Between Fashion and Performance
In 2024, collaborations between fashion and performance brands were at an all-time high. On, known for its Cloud-backed sneakers, teamed up with luxury fashion house LOEWE and introduced new partners like Zendaya and POST ARCHIVE FACTION (PAF). HOKA, on the other hand, focused on creating the best performance gear possible, with style taking a backseat. Their collaborations with hip-hop artists and fashion designers only added to their credibility in the industry. It’s clear that in 2024, the lines between fashion and performance were becoming increasingly blurred.
