Exploring Europe’s shifting streetwear scenes

Almost 20% of respondents named their local communities as the biggest influence on their streetwear style, surpassing social media influencers (17%) and music/musicians (16%). It marks a shift away from celebrity-driven trends, proving that streetwear fashion is increasingly about personal expression and local relevance. This is particularly true in cities like Warsaw (27%) and Paris (27%) where statistics show community-based streetwear has taken hold as a powerful source of influence.

The data also found that London leads the charge as the most influential city for streetwear style, with 19% of respondents voting it to the top. Berlin (11%) and Paris (9%) follow closely behind, reflecting how iconic cities continue to shape the streetwear scene. Yet, local bias is also seen in cities like Amsterdam (17%) and Antwerp (9%) who received their highest votes from its city-dwellers, reiterating the pride that streetwear enthusiasts feel for their homegrown culture and style.

Using our local knowledge and relationships, we’ve curated a map that highlights the niche yet pivotal communities and brands shaping these urban fashion ecosystems. With this project, customers can explore:

• Interviews with the local trailblazers defining streetwear in their cities

• Photography capturing the heartbeat of each local scene

• Insights into what’s trending on the ground, powered by our Trend Spotter tool

• A collection of Hotspots—hidden gems and iconic locations for discovering streetwear culture firsthand

This project was brought to life by a team deeply immersed in the streetwear scene, including Daniela Klaeser, Team Lead Streetwear Buying at Zalando, whose vision and expertise were instrumental in shaping this initiative. We sat down with Daniela to get her perspective on how this initiative bridges Europe’s most vibrant streetwear hubs, highlighting the communities that define them.

Sure! I’m a team lead in Zalando’s Streetwear Buying department, overseeing apparel and accessories from iconic brands like Nike, adidas, and New Balance as well as unique and influential brands from various streetwear hubs across Europe. This year marks my 10th anniversary at Zalando. I started at Zalando Lounge and transitioned into a junior buyer role in women’s sneakers eight years ago—a dream come true for someone who’s loved sneakers since age 13.

Over time, I’ve helped build up the Streetwear portfolio not just as a buyer but as a strategist, collaborating on marketing, brand positioning, assortments, and partnerships. Most recently, I’ve been part of the Cultural Ties project which was really inspiring. I love streetwear, for me it has always felt like streetwear or nothing else—it’s an emotional bond.

It’s been quite the evolution. In 2023 we restructured into a portfolio, having previously existed as separate categories, and this was an opportunity to redefine what Streetwear means to us.

Streetwear isn’t just about fashion; it’s deeply rooted in culture and community. We realised we needed a clearer, more impactful industry stance. So, we focused on our key strength, being a connector—a platform that uplifts communities and fosters cultural diversity. At Zalando we embrace the multifaceted nature of Streetwear. We have the reach, the local expertise and an understanding of propositions like Streetwear as holistic and cross-category. For us, it’s not about fitting into one definition but amplifying the voices shaping the culture.

I’d highlight three things:

1. Redefining scale: We use our resources to elevate smaller communities and brands, and give visibility to voices that often go unheard. Zalando's ecosystem enables streetwear communities to meet, and we help people from everywhere to encounter street styles from everywhere. 

2. Diversity and inclusivity: Cross cultural dialogue and the interplay of diverse influences and communities is what makes streetwear the most vibrant and inspiring pocket of fashion. We see a blurring and dissolving of traditional gender categories and see Streetwear as a culture which transcends binary understandings of gender. Historically male-dominated, we’re introducing Streetwear on everyone’s terms—through extended sizing, trend adaptation, and more aesthetically feminine collaborations. Meanwhile, we see male shoppers embracing skirts and dresses, signaling a meaningful shift in gender norms within Streetwear.

3. Local engagement: Streetwear is powered by unexpected connections and combinations. From collaborating with niche nail salons in Berlin to hosting live events in Denmark, we’re connecting with communities in real-life spaces.

We wanted to celebrate the changemakers driving Streetwear culture and to do something beyond traditional editorials. The idea started with a European map highlighting trends, then expanded to include local hotspots, community interviews, and even a printed book.

The creative process was incredibly collaborative. We combined Zalando’s rich data insights with community stories, creating a narrative about cross-border inspiration and individuality. It was about asking, “What does Streetwear mean to you?” and connecting consumers with local heroes, hotspots, and cultural touchpoints.

The response has been overwhelmingly positive. Local communities were thrilled to collaborate with us, often surprised by how deeply we understood their culture. For instance, on a press trip, an Amsterdam editor was amazed we knew her favorite hidden flower shop—a sign of how localised and thoughtful our approach is.

For consumers, the mix of storytelling and data has been engaging. They’ve loved exploring Streetwear insights from different cities and finding inspiration in unexpected places.

Every city had its unique surprises. For example, Antwerp blew me away. It’s a small city but brimming with creativity, from its skateboarding community to innovative fashion platforms. Warsaw was another standout, with its pride in traditional heritage woven into Streetwear—like pairing crochet tights with sneakers.

Also, a YouGov survey revealed that communities, not just social media or artists, are the top inspiration for Streetwear fans. In fact the order of inspiration was first, community; second, social media; and third, artists or celebrities. It’s a powerful reminder of how vital grassroots connections are in this space.

Absolutely. European streetwear is incredibly diverse, yet there’s a shared sense of creativity that connects the different scenes. Across the board, the style feels more playful and vibrant compared to other fashion segments. It’s all about mixing and matching—blending OG streetwear staples with fresh, modern interpretations. This openness makes it accessible to everyone.

Sports culture also plays a significant role, influencing streetwear through dance collectives, skateboarding, basketball, and even sports like cycling, motorsports and running. General trends like retro sportswear, baggy pants, graphic tees, denim, and tracksuits are popular, but each city brings its unique flavor to these styles.

Take Warsaw, for example—pairing crochet tights and heels with streetwear staples like adidas Originals. Meanwhile, Berlin’s streetwear reflects the city’s techno culture, and Paris incorporates running club aesthetics with premium styles. In Antwerp, skateboarding is central, while Amsterdam focuses on OG brands like Nike SB, The North Face, and Carhartt. Stockholm is mixing designer and outdoor influences with classic streetwear pieces.

What truly ties it all together is the sense of community. Local scenes inspire the looks in every city, creating a distinct but connected streetwear culture across Europe.

The collaboration with adidas was about more than fashion—it was about celebrating culture and community. Streetwear isn’t just about what you wear; it’s tied to the places people gather—local bars, restaurants, and other community hotspots that shape the scene.

We wanted the collection to reflect this by showcasing each city’s unique identity through its designs. The process was fast-paced, but the goal was clear: to create a line that feels authentic to the local communities it represents, combining streetwear essentials with cultural pride.

The collection is for anyone who loves streetwear and resonates with the idea of local pride. It’s for people who appreciate bold graphics and those who are curious about other streetwear cities and communities. Whether you're drawn to the culture or just love a standout design, this collection offers something for everyone.

Authenticity is everything. Stay true to your DNA, embrace your heritage, and avoid imitating others. Also, invest in local communities—they’ll be your biggest advocates.

It’s evolving to be more multifaceted, diverse, and inclusive. Gender norms are loosening, and gatekeeping is fading as people demand access to collaborations without exclusivity. There’s also a shift from over-collaboration fatigue toward more meaningful partnerships. The future is about redefining Streetwear’s boundaries and making it accessible to everyone.