Meaning of Streetwear: Origins and Definition

Definition and etymology

Streetwear , literally "streetwear," is a casual, youthful style born in the 1970s and 1980s, influenced by urban subcultures like skateboarding, surfing, and hip-hop. It includes comfortable items like hoodies, baggy pants, T-shirts, and sneakers.
According to Treccani, it is defined as a "fashionable casual clothing style." Garzanti describes it as typical of those who practice rap, skateboarding, or breakdancing, with elements such as hats, puffy jackets, and baggy clothes.

American origins

The movement originated in California and New York, bridging skate/surf culture and hip-hop. Brands like Stüssy , founded by Shawn Stüssy, are considered among the first streetwear brands: it produced signature T-shirts and surfboards.

Streetwear in Italy: Evolution and Identity

In Italy, streetwear has roots in youth movements such as the "paninari" in the 80s: an irreverent and colorful fashion, ironic towards consumerism.
Our cultural context has integrated art, music, history and tradition into graphics and design, giving Italian streetwear a unique identity.

Streetwear here is more than just fashion: it reflects individuality, flexibility, a mix of influences and authenticity.

Horda: Italian streetwear that combines craftsmanship, sustainability, and urban culture.

Origin and philosophy of the brand

Horda Brand is an Italian streetwear brand founded by Tommaso Landi and Lorenzo Capaccioli. It draws inspiration from old-school style with modern elements, offering unique hand-designed pieces made from high-quality materials like 100% cotton.

The name “Horda” evokes a nomadic community united in struggle, symbolized by the ant wearing a gas mask on their tags, which becomes a message of work, resistance and environmental protection.

Sustainability and design

Every Horda piece is hand-designed to ensure originality and durability, prioritizing long-term quality over fast fashion.

The use of plant-based tags (Eco‑Card) demonstrates the brand's ecological commitment: the paper can be planted, giving life to a plant, thus strengthening the link between fashion and nature.

Cultural collaborations

Horda also stands out for his collaborations with the artistic and musical world:

• Partnership with Inoki NESS's Orange Talk podcast, sponsoring Winter 2024 content.

• Collaborations with Nesli and music videos (Lunar), to connect fashion and musical creativity.

• Projects with artists like Sarah Toscano , with limited editions in 100% cotton, rich in aesthetics and meaning.

Reviews and reputation

According to Trustpilot, Horda has a score of 4.2 out of 5, with rave reviews for its quality, original graphics, and natural materials.

Visit the official website

Discover Horda's collections, new products, and the world of Horda at hordabrand.com