The Rise of Starter
The Rise of Starter
Streetwear is the go to style of the fashion industry today. Many brands follow the streetwear style, but few have shared the same impact as Starter.
Humble Beginnings
A former college athlete, David Beckerman launches his sportswear brand in 1971 backed by his passion for sports. The name created with the idea of simplicity and going back to the idea that every athlete wants to be a starting player in their game. By 1976, Beckerman had already gained licensing for MLB, shortly followed by NHL and NBA. The brand gained traction through these partnerships, as at the time it was difficult to find licensed sports apparel. These collaborations are what cemented Starter’s reputation in the sportswear and now streetwear industry.
The Rise of Sports Culture
By 1983, NFL had finally agreed to a deal, despite rejecting requests previously. Starter now had a monopoly on all major pro-leagues, becoming the on-field supplier for all teams. Fans identified with their favourite teams and athletes, and love for the sports style spilled over onto the streets. Starter’s iconic jackets became hugely popular, recognisable by the classic Starter Star logo.
Hip Hop Hype
Starter soon enough found its style imbedded in Hip-Hop culture. Influential A-Listers like Run DMC, Will Smith and NWA began to rock Starter as part of their image, both on and off stage. Often worn oversized, Starter’s classic jackets became a Hip-Hop fashion statement, merging fans of both sports and music together.
Pop Culture Phenomenon
Soon after Starter began to work its way into pop culture. Iconic movies and shows like ‘Boyz n the Hood’ and ‘The Fresh Prince of Bel-Air’ brought even more attention to the brand. The iconic scene in ‘Coming to America’ features Eddie Murphy and Arsenio Hall wearing MLB jackets.
A Trailblazer in Brand Collaborations
Starter's influence extended beyond sports and music collaborations. The brand played a pioneering role in introducing collaboration as a key marketing strategy in streetwear. Early partnerships with high-end fashion brands and designers brought Starter into new realms of fashion, blurring the lines between streetwear and luxury. This approach set a precedent for future collaborations, demonstrating that streetwear brands could successfully bridge gaps and appeal to a broader consumer base.
Starter's journey from athletic apparel manufacturer to streetwear icon is a testament to the brand's ability to adapt and resonate with different subcultures. By aligning itself with sports, hip-hop, and popular culture, Starter became a cultural force that influenced fashion trends and redefined streetwear aesthetics. Its legacy lives on as streetwear continues to evolve, with new brands and designers building upon the foundation laid by Starter. As the streetwear movement thrives, it is crucial to acknowledge the profound impact Starter has had and appreciate the brand's role in shaping this vibrant and ever-changing fashion landscape.