Exploring Europe’s Streetwear Tapestry with Zalando’s “Cultural Ties”
Written by Jahwanna BerglundZalando dives into the diverse and vibrant streetwear cultures of Amsterdam, Antwerp, Berlin, Paris, Stockholm, and Warsaw.
In an age where streetwear continues to evolve beyond fashion into a bold expression of identity, Zalando’s latest initiative, Cultural Ties, takes a closer look at six unique urban scenes that are reshaping streetwear in Europe. Featuring stories straight from the communities driving these styles, the campaign brings a fresh, authentic perspective to a phenomenon that’s as much about cultural heritage as it is about personal expression.
From Amsterdam to Warsaw, Cultural Ties connects communities through a shared love for streetwear, elevating local voices and styles while embracing each city’s distinct vibe. Berlin’s Charissa, the creative force behind the concept store and nail salon isla, offers an eclectic mix of style and spirit, while Parisian Mariana’s LGBTQ+ collective, Pulse, brings people together through music and dance. In Stockholm, Tamalie and Gloria, co-founders of the Let’s Create platform, champion innovation and local creativity. Warsaw’s Mih of newonce magazine, Antwerp’s Otto of Donnie, and Amsterdam’s groundbreaking brand The New Originals, contribute to redefining the visual and cultural codes of streetwear in their respective cities.
Zalando’s Cultural Ties doesn’t just present these streetwear stories but immerses audiences in each city’s cultural hotspots and trending styles. With each city offering its own “must-see” locations, the initiative provides an insider’s look into the spaces that inspire local streetwear communities. Whether it’s a hidden gallery in Antwerp, a pop-up café in Stockholm, or an open-air market in Berlin, each destination showcases Europe’s streetwear diversity in full colour.
Community at the Core: A New Face of Influence
A recent YouGov survey commissioned by Zalando reveals that local communities are becoming a more influential force in shaping streetwear style than celebrities. In cities like Warsaw and Paris, around 27% of respondents said their local scene was their primary style influence, compared to only 19% who cited social media influencers. This speaks to a growing trend where community-driven style and local identity take precedence over commercialised fashion trends, with younger generations in particular gravitating towards authentic, community-centred style.
Connecting Culture, Fashion, and Identity
According to Zalando’s Daniela Klaeser, “Streetwear is more than just style; it’s a cultural code. It’s about who we are, what we stand for, and where we come from.” The initiative aims not to dictate but to celebrate the individuals and communities that define these styles, reinforcing a global cultural connection through Europe’s creative, boundary-pushing streetwear culture.
Cultural Ties is live now on Zalando’s platform, inviting everyone to explore, celebrate, and connect through the vibrant streetwear communities of Europe.
