Street Swag

Street Swag is an online retail store from the makers of Dr. Jays, a known depot that showcases clothing brands which specializes in urban style.

Created in 2003, Street swag is determined to separate itself from the urban lifestyle and attract consumers of a different market. Suddenly it’s not about traditionally known labels anymore; it’s about what people are really wearing in the street.

Joanne Portal, head buyer at Street Swag said in an interview with Format Magazine that, “Street Swag is targeting a totally different new customer. You will find progressive streetwear brands that do not focus on logo, but design and reference pop culture. Being based in New York influences the selection we sell, which is a mix of hip-hop influenced culture and the downtown hipster scene. Ultimately, our goal is to bring brands that expand the horizon of our current customer, as well as attract new ones”. Ultimately, Street Swag is starting a trend of new kind of urban wear, one that connects with a whole new street style and gives the consumers as an alternative choice. However, unlike their parent company, Dr. Jays, Street Swag has no plans yet to build a physical store in the market, Portal says, “it’s easier to stick with our online formula alone.”

Street Swag caters to consumers all over the world, including America, Europe, Africa and Asia. With this in mind, Portal also considers that the labels featured on the website helping these brands break the surface into new and different markets. She emphasizes that instead of pushing a style to the public, she keenly observes what they are into. She adds, “We look for brands that tell a story. Whether it’s a line that’s just T-shirts or also has cut and sew; it’s more valuable when the product connects to a type of customer and doesn’t seem like it’s reaching for just anyone. Being able to sell the lifestyle they’re trying to connect to is important”

Having a female to lead the pack helped in further discovery of new consumers. Street Swag has taken into thought the female market. Portal says, “Truth is, the female streetwear market is in its infancy and it’s a refreshing and creative alternative for many young women.” By being strictly selective of the brands they sell on their website, by ensuring their quality and specific style, they’ve also taken into consideration the purchasing habits of its shoppers.

Street Swag prides itself from being a different kind of online retail store. Having Dr. Jays as their parent company, it surely gave them “solid business and retail operations foundation”. Since its several years of operation, Street Swag has featured exclusive brands like Jeepney, Garbege, Triko, Gabriel Urist Jewelry, Andy Warhol for Levis, GrnAppleTree, Stacks and Bundles, Nikita, BoxFresh and Subscript. They are now bringing forward clothing lines such as WESC, UNDRCRWN, TWO IN THE SHIRT, Adapt Advancers, Cardboard, Robot, Famous Stars & Straps, Greedy Geniu$, Jeepney, Poets and Thieves , Shmack , and Temple Effectives.

The company’s primary goal is to make a way into the market’s personal street style. So if you’re a “mix of hip-hop influenced culture and the downtown hipster scene” there’s no need to get out of the house to get a hold of these fashions, street style is just a click away.