Streetwear can be thought of as a lifestyle, which in turn is a choice of how one facilitates money and time in the process and pattern of consumption of products. The user’s affinity with like-minded individuals or groupings and how they spend their disposable or available income creates groupings. These similar minded individuals fall into groups or lifestyle segments and their consumption patterns mirror their lifestyle choices. Group identities focus around expressive symbolism, following similar consumption patterns and change over time as the group preferences move onto the next desire or trend (Solomon, 2007).

ABSTRACT
    PURPOSE
    DESIGN /METHODOLOGY
    FINDINGS
    RESEARCH LIMITATIONS/IMPLICATIONS
    PRACTICAL IMPLICATIONS
    SOCIAL IMPLICATIONS
    ORIGINALITY/VALUE

• Guy McKelvey(University of Huddersfield, United Kingdom)