Image via Complex Original
Online powerhouse Karmaloop is one of the reasons streetwear remains more relevant than ever. Thanks to its vast supply of tees, hoodies, and camo goods, huge umbrella of available brands, and prices that vary from the affordable cop to the occasional splurge, it's never been easier to dive headfirst into the streetwear world. Reasons like that are why we dubbed CEO Greg Selkoe as one of the most powerful people in streetwear.
13 years in the game, Karmaloop shows no signs of slowing down. Whether giving younger brands a chance in a saturated market through the Kasbah program, or diversifying the brand with boutiques like Boylston Trading Co. and Brick Harbor, it's clear that Selkoe has come a long way from his parents' basement. But it didn't get there alone, at the end of the day, all businesses are supported by their loyal clientele. And for Karmaloop these days, that's more varied than ever—which is exactly why we're taking a sarcastic look at The 10 Types of People That Shop at Karmaloop.
Skaters Who Don't Care
What They're Buying: DGK Flipping Birds Tee, $22
For every skater dedicated to hardcore skate brands and developing a signature personal style, there are three or four who could care less about clothes. They just want a clean shirt and pants without a hole in them that'll at least get them through the next session. These are the type of guys who party so hard that they might forget a jacket or shirt—or destroy it—in the course of a night. So why pay beaucoup bucks for gear that won't last when they can readily refresh their wardrobe with a couple of clicks?
Chill West Coast Dudes
What They're Buying: NEFF The Palms Tank, $28
Not quite hipsters, not quite bros, these West Coast party animals are often spotted wearing bright-framed sunglasses and brands like Neff with quirk accessories like HUF weed socks. Laid back living means most of the time is spent at the beach, so the daily uniform usually consists of graphic T-shirts and plentiful shorts. Malls are way uncool and who wants to drive to a store anyway? Just order that shit online and have the gear come to you, that's the Cali way.
Karmaloop Models
What They're Buying: IMKING Tank Top, $32
What you think they mug for, to push a fuckin' Rav 4? Karmaloop's models are the type of dudes that don't care much for style, but just want to look good in the gear they own. Must be nice to have access to deep discounts and/or free stuff. Just tell someone at the photoshoot that you're really feeling the tank top you're wearing, or the pair of camo pants the stylist threw on you. They'll probably do you a solid favor, after all, they're exploiting your tattoos and sick beard.
Edgy Tumblr Girls
What They're Buying: DOPE 24k Snapback, $40
Peep these girls gunning for Instagram likes and reblogs with their suggestive photos. Nah, these ain't your run-of-the-mill attention seekers, they get it. They post Kendrick Lamar lyrics between cheesecake photos of them suggestively licking weed-flavored lollipops. They're flipping off the camera with one hand and readjusting a snapback with the other. They buy their tees baggy and cut them off to show the right amount of underboob. They live for the super-thirsty comments lonely-ass guys leave.
Guys Who Shop Secretly
What They're Buying: Chuck Originals LTD Backpack in Hawaiian Camo, $51
This elusive cool guy drops dollars every payday at Karmaloop, but he doesn't cop just anything. This discerning shopper buys new shit no one else is up on, and no one has any idea is available on the site. With so many brands offered, he doesn't have to worry about hypebeasts killing his vibe. And if anyone in the real world asks "yo, where'd you get that?!" He'll stare at them with an ice-cold mug, and simply say "don't worry 'bout it."
People That Slept on a Supreme Drop
What They're Buying: Estevan Oriol L.A. Tee, $24
These kids either woke up early and booked it to Lafayette, only to find the line was already snaking around the block—or they set their alarms for 10:50 on online release day and refreshed their windows constantly. After getting whatever item they wanted in their cart, they rejoiced, did a little dance, and probably put "Fashion Killa" on full blast. Except during their little victory celebration, the item sold out right from under them. Damn. As consolation, the salty hypebeast decides to take that money and spend it on several similar items at Karmaloop instead. See them tweet about how much of a better cop that was moments after the transaction finishes.
Cool Teenagers
What They're Buying: Diamond Supply Hashtag Hoodie, $80
Though not necessarily juvenile delinquents, these kids definitely think they're hot shit. The kind of dudes with the confidence necessary to get laid in high school, they're too cool for shit like Abercrombie and Hollister—come on son, do they even look like they belong on a CW show? Nah, they just have discerning tastes and an eye for good things. Even though they can't afford the high-end fashion shit they really want yet—their parents won't buy it until they stop growing—covetable streetwear labels are good for now.
Aspiring Rappers
What They're Buying: BLVCK SCVLE Severus Sweatshirt, $74
Word to Juelz Santana, Karmaloop's latest model for its Spring 2013 lookbook, for nailing the look most aspiring rappers strive for. Since unsigned (or newly signed) rappers don't have the cake necessary to wear head-to-toe En Noir or Givenchy (at least, not yet), they have to toe the line between street and fashion, without sacrificing any of their cred. Thankfully Karmaloop keeps them stocked with snapbacks, knits, and patterns like camo and floral. What, you think just anyone can go out performing in skirts and masks?
People Itching for a Sale
What They're Buying: Anything Cheap
These shopping addicts live for the deal. Good thing Karmaloop always seems to have a coupon code as well as a killer sale section. Whether it's helping out a homie who threw them a promo code for the HUF socks they always wanted, or stuff they didn't really know they needed like mustache-shaped crust cutters, you would probably see these folks on Extreme Couponing if it was about web deals, instead of physical pieces of paper.
Midwest Hypebeasts
What They're Buying: Billionaire Boys Club Hook, Line, and Sinker Tee, $50
Peoria, IL stand up!! Renfrow, OK represent!! Welcome to your streetwear salvation. When you live in the middle of nowhere and no one else listens to Gucci Mane or even gives a fuck about A Bathing Ape, it can be hard to be about that life when your local skate shop is non-existent and the mall doesn't even have a Zumiez. That shit is tough. Thankfully, Karmaloop has you covered, flyover state refugees. You might not live in or near a city, a huge rapper may never play a show within a 50-mile radius of your house, and the only skaters you know might be the ones you watch on YouTube, but at the very least, thanks to the Internet, you can at least look like you're living the dream life you always wanted.