Zalando has unveiled “Cultural Ties,” an interactive platform that invites customers to explore the vibrant streetwear communities in some of Europe’s most influential cities, including Amsterdam, Antwerp, Berlin, Paris, Stockholm, and Warsaw.
Through an interactive map available on the Zalando website and app, customers can engage with a wealth of inspiring content. This includes interviews with local trendsetters, insights into selected hotspots that shape each city’s streetwear aesthetic, and a curated overview of the hottest local brands and looks. At the heart of this initiative is Zalando’s Trend Spotter, a tool that compiles the most relevant styles and products from a plethora of European fashion hubs every week.
For “Cultural Ties,” Zalando has interviewed a host of trendsetters including Charissa, founder of the concept store and nail salon Isla in Berlin; Mariana, co-founder of the Paris-based LGBTQ+ collective Pulse, which focuses on music and dance; Tamalie and Gloria, the masterminds behind Stockholm’s event and creative platform Let’s Create, and hosts of the associated podcast; Eben and Rizky, founders of the revolutionary Amsterdam-based fashion brand The New Originals; Mih, the founder of newonce, a multifaceted platform and bar in Warsaw; and Otto from the indie art and culture magazine Donnie, currently making waves in Antwerp. The captivating photography is credited to Timothy Schaumburg and Shahram Saadat.
“We don’t want to dictate how streetwear should look. We want to give a stage to those who drive streetwear as a form of cultural expression,” states Daniela Klaeser, Team Lead for Streetwear Buying at Zalando. “There are numerous communities, for instance in Antwerp and Warsaw, that are creatively active in the fashion scene and beyond. We aim to support that,” she adds. “We see ourselves as a connector, bridging various communities in different countries with diverse cultures and styles. That’s what Cultural Ties is all about.”
COMMUNITY-DRIVEN INSPIRATION USURPS CELEBRITY INFLUENCE IN STREETWEAR
To gain deeper insights into the ever-evolving streetwear landscape, Zalando commissioned a survey from the esteemed market research institute YouGov, revealing the pivotal role local communities play within streetwear culture. A significant 22% of respondents identified their local community as the greatest influence on their personal streetwear style, overshadowing the impact of social media influencers (19%) and musicians (18%). This underscores the notion that personal expression and local relevance are at the core of streetwear fashion, particularly in cities like Warsaw (27%) and Paris (27%), where local scenes have notably influenced streetwear.
CITIES AS PILLARS OF STREETWEAR INSPIRATION
The study further reveals that London stands as the preeminent influence on streetwear communities’ styles, with 19% of respondents ranking it as the top city. Closely following are Berlin (11%) and Paris (9%), showcasing how metropolises consistently shape the streetwear narrative. Some respondents proudly favoured their cities, with Amsterdam (17%) and Antwerp (9%) receiving the most votes from locals, emphasizing the pride streetwear enthusiasts have in their hometown’s culture and style.
“Streetwear is not just a fashion style, but also a cultural code,” remarks Daniela Klaeser. “It’s about who you are, what you stand for, and where you come from—that’s why streetwear continues to evolve, making it endlessly exciting.”
EXCLUSIVE ADIDAS ORIGINALS X ZALANDO COLLECTION FEATURING LOCAL HOTSPOTS
Each city profile featured in “Cultural Ties” includes a list of three recommended hotspots in the local streetwear community. These bars, restaurants, shops, and clubs are recognized as the birthplaces of streetwear movements and essential must-visits for fans.
In celebration of some of these hotspots, Zalando has teamed up with adidas Originals to release an exclusive merchandise collection, with each of the six pieces inspired by a different location. The collection will be available from December across all Zalando markets.
Discover Cultural Ties now at Zalando.
#ZalandoStreetwear
#Zalando
@Zalando
