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Background: The luxury streetwear market has significantly grown and transformed over recent years, driven by the mix of high fashion and urban culture. An intriguing example within this niche is the Yeezy brand, and its development in collaboration between a human celebrity Kanye West and a sportswear brand Adidas. Since its founding in 2015, Yeezy has disregarded traditional fashion norms with its unique approach to design and marketing, forming a devoted consumer base despite various controversies surrounding its founder. The brand’s ability to maintain a strong brand love despite negative publicity presents an intriguing case for examining the main factors contributing to its sustained success. Purpose: The purpose of this thesis is to analyze the phenomenon of brand love towards the luxury streetwear brand Yeezy, owned by Kanye West, and to investigate how this brand love has been built and sustained despite the negative publicity surrounding its founder. By examining various aspects of brand love towards Yeezy, including the overall brand experience, the study aims to uncover the factors contributing to a brand's reputation and consumer attachment and to provide an updated model of the prototype of brand love towards luxury streetwear. Method: Using existing frameworks as a starting point, the phenomenon of brand love towards the  brand Yeezy was investigated by conducting semi-structured interviews with people who love the brand. Analysis of  previous concepts on brand love and the real-life data obtained from the respondents was combined to provide insights and to create an updated model of the prototype of brand love towards luxury streetwear. Conclusion: This thesis investigated the phenomenon of brand love towards Kanye West's brand, Yeezy and provided a model of the prototype of brand love towards luxury streetwear. Through in-depth interviews with a diverse group of Yeezy customers, the study revealed the essential elements, such as Good Quality, Intrinsic Rewards and Positive Affect, Self Identity, Willingness to Invest, Frequent Thought of Use and Length of Use, in combination with Popularity, Prestige, Exclusivity and Fashionability, as main aspects that sustain and strengthen brand love.

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El propósito del siguiente trabajo es evaluar la factibilidad y viabilidad de emprender un proyecto textil al cual denominaremos INSPIRE, estará centrado en el segmento de ropa urbana, sus atributos diferenciales serán: diseños únicos hechos por artistas locales, calidad del algodón peruano y el espíritu de ayudar a la sociedad. INSPIRE apunta a un segmento de consumidores que buscan una marca que los ayude a expresarse y al mismo tiempo vivir sus valores e intereses. Se decidió abordar el tema, pues a nivel mundial, la moda urbana viene siendo tendencia desde hace más de 40 años y el Perú no es la excepción. Si bien en el país ya existen iniciativas en este segmento, la presente investigación prueba que, con un diseño impactante y que logre diferenciarse de las alternativas que se encuentran en el mercado, se puede lograr una posición y reconocimiento entre los seguidores de esta moda. Es importante mencionar también, que se escogió incursionar en el rubro textil por ser uno de los sectores de mayor dinamismo y crecimiento en los últimos años en el Perú. Para lograrlo se utilizaron diversos tipos de herramientas que validarían la factibilidad de la idea, entre las cuales destacan: FODA, análisis PESTEL, análisis PORTER, Business Model Canvas, Value Proposition Canvas, la rueda de comunicación, mapa de valor, construcción de insights, construcción de superioridad relativa, entre otros. Luego de analizar todos los factores de impacto en la creación de una nueva marca, podemos concluir que es viable y factible la creación de INSPIRE. / The purpose of the following work is to evaluate the feasibility of launching the textile brand INSPIRE into the Peruvian urban clothing segment. The brand will distinguish by the following differential attributes: unique designs made by local artists, high quality of Peruvian cotton and the social side of helping society in every purchase. INSPIRE aims to a segment of consumers who are looking for a brand that helps express themselves and at the same time share their same values and interests. The topic selected, urban fashion, has been a global trend for more than 40 years and Peru is not the exception. Although there are already initiatives in the country, the present research proves that with a striking design the brand differs positively from the alternatives in the market. A position and recognition among followers of this fashion can be achieved. It is important to mention that the textile sector has had great dynamism and growth in recent years in Peru. In order to accomplish this goal, several tools were used to validate the proposal: SWOT, PESTEL Analysis, PORTER Analysis, the Business Model Canvas, the Value Proposition Canvas, the Communication Wheel, Value Map, the Construction of Insights, the Construction of Relative Superiority, among others. After analyzing all the factors involved in the creation of this new brand, we got to the conclusion that there is a potential market where INSPIRE would fit. Keywords: Streetwear, urban clothing, Peruvian brand, design, inspire, responsible business plan. / Trabajo de investigación

Framgång innebär att lyckas, att uppnå goda resultat. Begreppet har flera betydelser. Det kan handla om att lyckas på ett personligt plan men det kan även handla om att etablera, utveckla och förverkliga ett företags affärsidé. Det kan för ett företag innebära att bli en erkänd aktör inom ett marknadssegment, det kan handla om att maximera företagets vinster och aktieutdelning, det kan handla om optimal kundnöjdhet eller om trivsel på arbetsplatsen. Vad framgång innebär för ett företag beror helt och hållet på vilka värderingar och vilka visioner det specifika företaget har. I dagsläget finns ett stort antal streetwearinriktade företag på den svenska marknaden och i kontrast till den något stagnerade tillväxten i detaljhandeln i helhet kan en positiv försäljningsutveckling ses hos några av dessa. Fallstudien fokuserar på att undersöka hur streetwearföretagen Caliroots, FRCTN, Hollywood, Junkyard och Sneakersnstuff ser på begreppet framgång och hur de uppfattar sig själva som framgångsrika. Målet är att söka svar på vilka nyckelfaktorer som leder till framgång i dessa företag samt vad detta beror på. För att möjliggöra ett resultat har tillvägagångssättet först och främst varit att ta fram en teoretisk referensram som beskriver olika komponenter som kan bidra till ett företags framgång. Därefter har vi genom kvalitativa undersökningar genomfört personliga intervjuer med ägare, grundare och personer i beslutsfattande positioner och därigenom lyckats identifiera vad framgång innebär för de respektive företagen, såväl för den enskilde entreprenören som för företaget i helhet. Genom att ställa relevant teori mot framtaget empiriskt underlag har vi kunnat dra slutsatser att dessa företag besitter stora likheter vad gäller utveckling, marknadsföring och entreprenörsengagemang. I slutsatsen finner vi 7 olika nyckelfaktorer som binder samman företagen Caliroots, Hollywood, Junkyard och Sneakersnstuff. Företaget FRCTN omfattas inte av alla de framtagna faktorerna då de är ett relativt nyetablerat företag där vi snarare diskuterat vilka möjligheter till framgång företaget har i framtiden.Success is about achievement; the ability to reach competitive results. The concept of success has many meanings. It may be achievement on a personal level, but also in establishing, developing and realising a business idea. This includes becoming an acknowledged participant in a specific market segment, maximizing the business’s profit and capital gains, optimizing customer satisfaction or the well-being of employees. The key success factors for a business depend fully on the visions and values that are incorporated by it. There is a range of streetwear companies established on the Swedish retail market today and in contrast to the overall slow growth in the retail industry, some of these companies are currently experiencing a positive development.The main aim of this study is to find the key success factors related to this growth and how the companies achieve them. This will be investigated by looking at the companies’ view on success and the effect of the escalating use of e-commerce. The case study focuses in how streetwear companies define the concept of success and to what extent they consider themselves successful.In line with appropriate theories, we have been able to identify a number of components that may contribute to the success of a company. Based on this, qualitative interviews with owners, founders and employees in decision making positions have made it possible to identify the meaning of success for these companies, as well as for the individuals in them.The results reveal how these companies show similarities in development, marketing and entrepreneurial engagement. This has further provided a classification of seven key success factors that connects Caliroots, Hollywood, Junkyard and Sneakersnstuff. As the company FRCTN is relatively new, we have not been able to identify success factors, but instead analysed the possible future for this company in line with their current strategy. / Program: Butikschefsutbildningen

This work aims to explore the possibilities in re-design by using secondhand party-dresses as the main material to construct new garments with a focus on street wear silhouettes. Deconstruction is commonly used when working with secondhand and will also be used in this work, as well as draping. The goal is to find new expressions when working with re-design and to only focus on one type of garment (the dress) and use streetwear as a tool to build silhouettes that rely on the typical garments used in street wear. The idea is to explore what these two styles and shapes (evening wear versus street wear) can bring forward to the re-design field. This work will find a new style and silhouettes from these two worlds (unfashionable dresses and streetwear)with the help of experiments by deconstructing and draping the dresses and treating them as ”raw-material ”to make clothes. As it is now, re-design is heavily looked upon as patchwork, often in smaller pieces and the clothes used as materials are often bundled into one category- something that is a disadvantage to the future of re-design. This work shows the results of focusing on one garment as a base to re-design. It lets the designer come closer to understand how to work with the garment in the progress of making new clothing. Also to highlight the transformation a rarely used (because of its exclusive use to special occasions) an evening dress (often uncomfortable, inappropriate for everyday wear) can go to become a more used and functional garment by making use of street wear aesthetics (looser fit, everyday-appropriated wear).The work shows both wearable examples and more exaggerated shapes, to show that this method can be adapted to be used both commercially and for showpieces. Approximately 55 were purchased to have a catalog to chose from. After gathering pictures of street wear from different medias, the garments were picked out (such as hoodies, t-shirts) and also pin pointing details (buttons, zippers etc) and this set the frame for what variables were used when starting to create the new garments. Each garment was made out of 1-4 dresses. The point was not to make street garments, but to find what will become of these dresses after going through the process of street-wear silhouettes and details to become more updated and wearable clothes. In the end, it turned out to be a fruitful clash of silhouettes and materials suited for both men and female collections. The variations in shape and colors set a tone of its own. Instead of letting that secondhand dress hang in a vintage store waiting for some compassion or an 80’s themed party just to be thrown back into a second-hand store the next day, and even for the future special occasion dresses, worn once then never again, this method can be applied to transform and bring them back to usage. This method can expand the life of these dresses, limits only to the wear of the fabric which could be well over 100 years more of use.

From the first idea, to research and comparing with other backpacks with foldable function (tele, usárna), and with backpacks associated with urban and streetwear function, I designed a backpack with a practical and functional design which opens questions of personal vs. public space. It plays with the question of lifestyle as a focal point of marketing. It speaks to young people, who spend their time in the city public space and occupy it in their own way. Technical parameters of the backpack are dependent of its functional needs, but the first idea came out of the needs of a modern young nomad, exploring the city public space.

Despite boasting a long tradition of enterprise, the collective narrative of African-American entrepreneurship is one of marginal success, mainly because entrepreneurs experience an array of barriers, from segregation to lack of access to capital, that limits resiliency and increases susceptibility to shocks. Challenging this narrative are cases of entrepreneurial achievement that seem to coincide with periods of social change in the United States. This two-part study explored the effects of social movements on the trajectory of entrepreneurial firms. Study one delved into the business histories of six prominent African-American beauty industry entrepreneurs active during the First Great Migration, Civil Rights, and Black Lives Matter eras. Findings suggest that entrepreneurial opportunities and decision-making evolve as social action cycles progress. Study two scaffolded atop study one’s findings and concentrated on entrepreneurial actions inspired by change movements. Specifically, while movements are emergent, entrepreneurs respond to social and market constraints by introducing a service or product-based remedy. As movements progress, entrepreneurs carve and serve a defined niche while contending with whether to contract market positioning or expand it (bound-radiate paradox). It used the Golden Age of hip hop and its wake as the focal socio-cultural movement, along with its derivative streetwear fashion industry, to probe deeper into the interplay between social movements and entrepreneurial decision-making; it examined bound-radiate decisions and in doing so unlocked a novel value-based framework that motivates entrepreneurs to act, conceptualized via the Value-Based Three-States Model. Results expand the opportunity perception and realization literature and increase the knowledge base on conditions affecting the success of black-owned businesses. Study findings could be the foundation for a research-informed decision-making matrix that employs knowledge of patterns and trends to predict and respond to uncertainty and competition. The matrix could serve as a roadmap for aspiring and current entrepreneurs, along with their consultant allies, which helps read market directionality, informs strategic planning, and aids in the defter navigation of analogous circumstances. / Business Administration/Entrepreneurship

The project Attitude explores how to build silhouettes with sports gear. By taking elements from hip-hop fashion from the 90`s I will interpret a streetwear collection that is high fashion. The sports gear I have chosen is old material from sports shops, hockey associations and second-hand. Presenting the potential of pre-used gear shows an alternative way of creating a new value for the category streetwear fashion. The supply of gear that I have gathered is limiting and directing my decisions. By building the silhouettes with draping as the design method it will form the final outcome. The combination of sports gear and fashion has previously been explored. The collections have shown the functionality of the gear by applying its original placement; In contrast, The project Attitude will show alternative perspectives on how one can use the gear and push sports fashion and its expression.

Background: In the digital era, the streetwear fashion industry has undergone significanttransformation due to the rise of social media. Traditional marketing methods have shiftedtowards direct consumer engagement through digital platforms, where brand authenticity andexclusivity are crucial for maintaining perceived value and consumer loyalty. Streetwearfashion, rooted in urban subcultures, relies heavily on these elements to establish and maintainits brand identity.Purpose: This thesis aims to critically examine how streetwear fashion brands utilize socialmedia to manage the authenticity paradox while driving exclusivity. It investigates the impactof these strategies on consumer behavior and brand loyalty within digital spaces.Method: The research employs a qualitative, exploratory design within an interpretivistparadigm. Data was collected through semi-structured interviews with a purposive sample of12 participants, including influencers, brand managers, and consumers actively engaged withstreetwear brands on social media. Thematic analysis was used to identify key patterns andinsights from the data.Conclusion: The findings reveal that streetwear brands effectively use social media to projectauthenticity through transparent communication and cultural engagement, while strategicexclusivity is maintained through limited releases and exclusive collaborations. Thesestrategies not only enhance perceived brand value but also foster strong community ties andconsumer loyalty. The study highlights the importance of balancing authenticity withexclusivity to navigate the competitive digital landscape and sustain brand appeal