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normcore

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LA Street Style Essentials. The DIY Scumbag On Sunset Look.

Blame it on Soundcloud rappers, 90’s hardcore and the unabashed return of the scumbag. The DIY meets B Horror film meets vintage porn thing is real. It’s a George Romero meets John Holmes meets CBGB poster aesthetic that has the west coast stuck right now. It’s not about matching and suave. It’s about gnarly haunts and benders, living like Sid Vicious, and being polished in your scummery. Brands like SURF IS DEAD, BOW3RY, PLEASURES, & FOR THOSE WHO SIN have lead the charge, and made the debauchery and low class the wave. If you want to dress like Jay Gatsby, head to prep school. If you want to live like River Phoenix, Steve-O, and Johnny Rotten, here’s your fucking guide book. SURF IS DEAD “RHINO” T You already know what the Rhino is, you scum lord. FOR THOSE WHO SIN “CHESS NOT CHECKERS” Scratched on the bathroom…

How The “Dad Hat” + NormCore Irony Has Taken Over.

Despite all the subcultures and the ever changing cultural trend machine that is fed equally by Milan and a teen’s seapunk Tumblr, fashion still goes only two ways in 2017. With all nuances and niches aside, it can best be categorized as loud or understated. With luxury lifestyle brands traditionally embracing the understated (because the coolest kid in the room doesn’t need to scream for attention) and street wear or counter culture brands doing the all cranked up thing (because they’re young, they’re fucking ballsy, and you know…no parents and all that) – the lines have traditionally been drawn. Enter “Dad Hats”. Worn by actual dads at youth sports games since forever, it’s become the stylish headwear of choice since December of 2016. The fashion movement “NORMCORE” is presumably what sparked the Dad Hat Revolution Of 2017. If you don’t know the term “NORMCORE” (and it’s gotta be in all…