Kelowna comes of age with streetwear

What started as an underground movement rooted in skateboarding and hip-hop has experienced a resurgence, now dominating mainstream pop culture and the fashion scene.

The multibillion-dollar streetwear industry has transcended its origins to become a global phenomenon embraced by a diverse array of people.

Todd Daniels, owner of Gallery Streetwear in Kelowna, said social media has been a significant driver of streetwear's popularity, noting that Kelowna is catching up with this global trend.

“It has gotten bigger and bigger in Kelowna. Kids are learning much faster about what's cool and what's not,” he told Sarah Nick from 104.7 The LIZARD.

“Kelowna has typically been five to ten years behind in trends, more of a big city urban vibe. With all the high rises and new universities, you're getting people from all over, not only Canada, but Asia, and they’re streetwear people and sneakerheads,” he explained.

Daniels, who has been wearing the gear since he was young, is thrilled to see how streetwear has become mainstream.

“I was very young when it wasn't even a thing; I was into sneakers like Jordan 1’s and all that,” he said.

“Now I'm not the oddball. It’s very mainstream. You can walk down to BNA, look around, and wonder where they got their stuff.”

Check out the video.