Kevin Lyons is a fucking legend.
Since the early 1990s, he has been an influential figure within the streetwear scene, serving as an illustrator, designer, and creative director for various companies like Nike, Colette, DC Shoes, Urban Outfitters, and Stussy. His prolific career in both art and fashion has solidified Lyons as one of the most prominent creatives of our time; however, very few people know how he got his start and how extensive his work has been within the past few decades. That is until now.
Recently, Lyons met up with Freshness magazine to discuss his illustrious career, beginning with his first big break redesigning the logo for Giant Step to eventually owning his own clothing line called Natural Born. But one of the most interesting parts of the Q&A is when he begins discussing the current streetwear scene, and how the younger generation is generally unaware about the culture’s origins.
“I think the histories are so short now. The people are like, ‘Hey, this so-and-so company was the first company to do this,’” Lyons told Freshness. “History for many kids doesn’t really go back that far back. People think SSUR is like three years old. That it started with the COMMES des FUCKDOWN shirt. People are putting out shirts like Reservoir Dogs and a Full Metal Jacket T-shirt like they never existed before. But those graphics were done ages ago. SSUR literally did them back then. I think that what the internet does unfortunately is cut everything down into this very limited historical continuum and we’re so focused on the last year and the last two years …”
Lyons goes on to address the issue of “biting”—or copying—in the streetwear scene, explaining that the Internet is also a big factor in this trend.
“It was hard to bite [back in the ‘90s] because it was simply too difficult to get it done fast enough to bite it,” he explained. “Nowadays it’s like a kid sees a blog or Insta post and says ‘Oh, there’s this t-shirt company out there, but I can make a similar one and have it out there the very next week.’ Hood By Air, of course, got copied by 50 different companies in like a month and then, next! It just happens really fast. It’s like, hey SSUR’s doing all black and white T’s. Now every company’s doing all black and white T’s. Then just as quickly, they’re not. Next chapter….”
The piece is a definite must-read for anyone who is interested in learning about the art and style of the early streetwear culture. You can read the interview in its entirety at Freshness magazine’s website.
