However, over on Hypebeast UK’s Instagram, after the spontaneous Subway Surfing had subsided, commenters took a different stance. Savvy marketing tactics and off-beat drop methods are pivotal to the brand’s success, and doing the same in NYC has undoubtedly taken the brand to new heights.
Because, not only was the crowd decked in Corteiz’s “Alcatraz” track pants and hoodies, it also subscribed to the message behind this: as hoards ran towards the coordinates, the kids proved that Clint’s ethos of breaking free of conventions (à la Alcatraz) works just as well in the States as it does at home. Even our musical tastes have pollinated each other’s territory in recent years, evidenced in East Coast rap soundtracking Britain in the late ‘90s, Skepta murking MOMA, Drill going back and forth across the pond and, most recently, Ice Spice and Pinkpanthress going viral with their collaborative NYC-meets-LDN pretty girl anthem “The Boys a Liar.”īut similarities aside, could the Corteiz appeal be something felt IRL in NYC?Īs you looked around the “Pink Beam” drop, you’d be forgiven for thinking you were in London. Our shared love for dressing for the weather – à la Timberland boots and Avirex jackets (the latter informing Corteiz’s own Da Skydive jacket) – pinpoint an epochal era for OG streetwear heads cross-continentally.
Once-underground labels like Palace have taken NYC by storm – in a similar vein to how Supreme’s debut in London had streets of Soho in a whirlwind-level frenzy for years. A post shared by HYPEBEAST anyone be surprised? New York City and London share many cultural similarities, after all.
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