Shannika Wing

Shannika Wing

COURSE: Fashion Business & Promotion 2016


TITLE: Urban Man

There is a gap in the menswear magazine landscape that combine cultural awareness with men’s fashion and street style.
Understanding street style, and how mass culture transforms fashion and is influenced by history, consumers, marketing and merchandising
For my dissertation I investigated how African/Caribbean culture changed Hip Hop and influenced generations. And how different youth subcultures are incorporated into Mens Street Style. I wanted to show the cultural implications on Mens Fashion through Black Youth, the African/Caribbean culture and Hip Hop throughout the years. Each city has contributed various elements to its overall style seen worldwide today. Hip Hop fashion is a homage to the expressions and attitudes of hip hop culture in general. It is a prominent part of popular fashion across the world and thorough all ethnicities. ‘The culture has impacted people across the globe and unified youth of all colours from the ghettos to the suburbs. The end result is a multibillion dollar industry’ (Free Stylin’: How Hip Hop Changed the Fashion Industry).

“Culture makes people understand each other better. And if they understand each other better in their soul, it is easier to overcome the economic and political barriers. But first they have to understand that their neighbour is, in the end, just like them, with the same problems, the same questions.” - Paulo Coelho

Cultural awareness has become central when we have to interact with people from other cultures. People see, interpret and evaluate things in a different ways. What is considered appropriate behaviour in one culture is frequently inappropriate in another. As products of our environment, we need to increase multicultural awareness.

Urban Man is a quarterly cultural aware menswear magazine that is both digital and print. It combines looking at different cultures while getting a look at men’s fashion, grooming and lifestyle.
Shannika Wing

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