IX.

CONCLUSION What seems to be the main trend of all subcultures is the progressive elimination of bonds with the territory. And it is thanks to this kind of strategies that subcultures today tend to be freer to act in order to ensure themselves that fundamental value that is authenticity. A single subculture spread on a worldwide level and unified in the style by the sharing of codes typical of the skateboard, snowboard, surf and many other extreme sports seems to be increasingly finding its way into society. A kind of subculture partially influenced by hip-hop and that has developed a technological aspect extremely functional that is often taken into consideration by industries and stylists. Thus it tends to create a single undefined world where there are no official borders between formality and informality, between street and industries: a world that, no wonder, has been called street wear. It is not really a style but rather a concept: to dress up as you want, inspiring yourself to urban and metropolitan realities, thus creating a sticky territory where subculture and brand languages endlessly mix together and enrich each other.