Streetwear is a retail phenomenon that kicked off during the 80's. Think graffiti, skater boys and hip-hop. Streetwear is BACK, and it's here to stay! It's not going anywhere and 304 clothing is here to have it's spin on it.
"Now this is a story all about how my life got flipped turned upside down, And I'd like to take a minute, just sit right there I'll tell you how I became the prince of a town called Bel-Air". We were all obsessed by Fresh Prince of Bel-Air growing up, and think the streetwear fashion styled by Will Smith had a bigger impression on us then we realised. The oversized tees, baggy aesthetic, with comfort and self expression being at the core of it's style. As a brand this is our message through our clothing too. Our brand message is "No Pause, Just Play." This is for our customers to find their own adventure in individually-customised clothes.
The history behind Streetwear is all about community and the exclusivity of being in that community. At 304 this is the relationship we want with our consumers. We offer them the exclusivity by being able to build their own custom creations. The custom lab offers customers a chance to really express their style by being in the seat of the designer. 
Shawn Stussy has it's roots in the influence of 304. Stussy was known for it's influence waving across the West Coast of America to it being a global phenomenon. Being the leader of Surfboards with it's graphics, which then translated into the Stussy clothing line. From then it has been one of the leading brands of Streetwear fashion. Here we are today and it's still influencing us with our 304 designs. From our Face Palm capsule of a graffiti style graphics, to our Retro Graphic collection. Stussy will always be an influence of 304 but with our own stamp on it.
We asked our team what Streetwear throwbacks, styles and looks they love and would love to see incorporated into 304. Charlie loves the style in the film "Honey". If you haven't seen it it's one to watch whilst you are off over Christmas. It follows the life of a hip-hop choreographer, with cameo appearances from Missy Elliot. The Streetwear style featured is one for the design mood-boards. Jess loves the Juicy Couture velour 90's matching tracksuit. Spotted on Paris Hilton and Britney Spears this was Streetwear worn in a new celebrity culture. For DMP an influential Streetwear product for him is an old school Kappa jacket.
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Hi my name is Chloe and I'm a print specialist at 304. I have been lucky enough to develop and design the latest women's collection which is due to be released very, very soon (eeck). I wanted to bring summer vibes, bright colours, and a touch of Chloe style in to the brand. Here, I wanted to share my experience and insight to how we work at 304.
Inspiration came from the latest 304 "Summer Land" mens collection for print ideas, the boys did a great job smashing the design on this range. Shopping time was needed (not a bad aspect of the job) to gain garment design, colour, and styling ideas. Creating mood boards and putting all my inspiration together got my design mind flowing.
After the initial stage it's time to get to business. It's the serious stage... time to put the collection together. The collection consists of 33 pieces including tees, co-ords, hoodies and accessories. It was fun being creative and putting the collection together, and seeing the end result of a rainbow rail of clothing.
Now time for the ta'da moment! The photoshoot has arrived. Style bits were ordered to help give the looks a more editorial, and adaptable look for consumers. The girls ran the shoot, and fair to say we smashed it! The end result couldn't of looked better. When you see the process from design to the end result come to life it's a feeling you can't beat. I'm so happy and grateful to 304 for giving me this opportunity, and can't wait to do more!
Now for an exclusive (ssshhhh) it's going live the 23rd of June, so I expect to see you all adding to basket.
]]>The latest Athflow collection is "professional enough for the 'office,' stretchy enough for the yoga mat, and comfy enough for the couch". It's the staple collection you need to add to your wardrobe. Available in six different Spring colour ways or the timeless neutrals which never go out of style. Why not buy one in each colour. You can mix and match to create your own look.
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We have already seen loads of celebrities and models sporting streetwear outfits in this year, so we thought we would discuss the hottest female 304 streetwear for 2018.
Which streetwear clothing will you buy?
Our Blue Moon Cropped Hoodie range is our premium streetwear option. Its custom fit, side piping and woven on trend taping make it one of the hottest 304 streetwear items currently available. Its inner fleece lining, is perfect for the winter months, combining style and warmth all into one item.
Available in navy, ox blood and sand, these Blue Moon Cropper Hoodies go great with black skinny jeans and sports trainers.
Available in navy, ox blood and sand, these Blue Moon Cropper Hoodies go great with black skinny jeans and sports trainers.
Skinny tracksuits are some of the hottest streetwear items for 2018, and our Jackson Tracksuit range are sure to catch the eye. Made from super soft jersey fabric, our tracksuits are comfortable and lightweight enough for every occasion.
Available in Black, Grey, Red and Sand, you can choose the perfect on-trend skinny tracksuit for 2018.
Skinny joggers and hoodies are also available separately!
No streetwear look would be complete without an oversized t-shirt, and our range of Hero t-shirts are some of the hottest options on offer. They combine sport and fashion all into one item, offering a chilled street vibe.
A simplistic and aesthetically pleasing t-shirt, the 304 printed logo and long line hem design should be a staple in every streetwear wardrobe.
If you like our Hero range, check out our oversized 50/50 t-shirts as well!
Baseball caps are the cornerstone of any streetwear look, and our 304 caps are sure to suit. Available in a variety of colours, our caps will complete your look, and can be worm in a variety of styles.
Our 304 baseball caps pair well with our sweatshirt range, combining sport and comfort all into one outfit.
For the ultimate relaxed and fashionable look, try our Melrose Hoodie range. These oversized hoodies come with an inner fleece lining, making them the perfect streetwear look for the winter months.
Available in black, orange, red or yellow - they can be worn underneath a jacket, or as a stand alone statement piece.
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