“I never thought that the same kids wearing Huf, Supreme, and the Hundreds would end up wanting chambray shirts and raw Japanese denim. then A mass exodus from streetwear came directly our way. Kids went from Nikes and skate-brand jeans to boots and Japanese denim. It slowly spread through the country as streetwear turned into menswear, and teens grew into their 20s.” — Kiya Babzani, Self Edge


A new obsession takes hold.

By 2006, the heyday of “premium” denim brands subsided, and the popular boot cut silhouette took a backseat to the slim straight leg. Raw, or unwashed, denim became the new staple.

Fascinated by the idea of personalization and quality, sneakerheads quickly adopted brands like A.P.C. and Nudie, cuffing their hems to show off the red selvedge lines over their freshest kicks. Initially rigid, the jeans were meant to mold to your body over time, creating distinctive patterns of fades with each wear. The idea was to wear these jeans for years, often until they fell apart, and then cop a new pair and start the cycle over.

As newfangled denimheads became more obsessed, Japanese brands such as Samurai, Iron Heart, and Skull gained a following in America. Specialty denim shops like Blue in Green in New York and Self Edge in San Francisco opened. Soon brands like Gap and Uniqlo were slinging raw selvedge jeans, and the interest in artisan-crafted denim drew many away from sneakers and streetwear to boots and a more tailored look.

The old standby, fitted caps, became streetwear’s stronghold. In 2006, New Era opened a flagship store in NYC, and released an onslaught of collabs and previously unseen colorways. It was bigger than Jay-Z. A New Era fitted and a pair of crisp denim was the uniform for cool guys everywhere. —Jian DeLeon

A brief history of social media.

MYSPACE: At age 9, MySpace is a social media dinosaur. The site had more than 100 million global users at its peak, then Facebook stepped in and MySpace users dropped like flies. So did the company’s value—estimated at $12 billion in 2007, then sold to Specific Media in 2011 for $35 million. If it wasn’t for indie rock, MySpace wouldn’t be here today.

FACEBOOK: Mark Zuckerberg’s billion-dollar baby has shown no signs of slowing growth since its launch at Harvard in 2004. With Over 800 million registered users—including your grandma—2.7 billion likes and comments are made on any given day. Now traded publicly, Facebook’s speculated market value is nearly $100 billion.

TWITTER: Launched in 2006, this microblogging platform allowed celebs to speak their mind, sometimes with embarrassing results. There are now over 500 million registered users and over 200 million tweets per day. The company’s current value: $8.4 billion. Watching Kanye West go H.A.M. on a late night twitter rant: priceless.

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