Hype, Identity, and Billion-Dollar Sneakers: The Rise and Risk of Street Fashion

Street fashion has evolved from hip-hop roots to a global force. This paper explores how streetwear, particularly sneakers, influences youth identity, consumer behavior, and the fashion industry. Analyzing trends, social media marketing, and exclusivity, it highlights how brands like Yeezy turned sneakers into high-fashion symbols. The Yeezy case study illustrates the successes and risks of celebrity-driven fashion, while social media and resale markets demonstrate how digital culture reshapes brand-consumer relationships. The paper concludes with future trends and challenges for street fashion, including sustainability, technological innovation, and maintaining authenticity in a hype-driven market market.