UK Drip — What it means in the fashion industry

Posted on 19/04/22

The emergence of 'UK drip'


In our fast paced world of ever changing fashion the term 'UK drip' seems to have emerged. The idea of drip is one that is subjective, it enables one to piece garments together and create ‘drippy’ looks. Drip can range from a multitude of brands. Most known include, Supreme, Rick Owens and Ed Hardy. Each designer produces a completely different aesthetic, yet all three still have the classification of ‘drip’. Establishing that there are no key attributes one needs to obtain to achieve this title, the past few years especially, individuals have capitalised off of some of the biggest designers and their aesthetics and built their own brand. Like, Cortiez, Trapstar and Protect Egor. All of which developed their pieces in recent years but formed a large audience worldwide.

When we look at the term ‘UK drip’, we’d assume that signifies brands and designers within the UK. However, it is evident that what we class as ‘UK drip’, isn't just made up of its home land designers, as it also seeps into UK fashion, from other countries. For example, going back to Supreme and Rick Owens. Both brands' designers are American, with Rick Owens, being predominantly a Paris based designer. Supreme (VP Corporation), Rick Owens (Richard Saturnino Owens). Suggesting that what we class as ‘UK drip’ may be formed from outside influences and not just ones of its own.

One key feature within ‘UK drip’ is the marketing. When we hone in on influencers and those who showcase and catapult brands net growth, it's evident that within the 21st century social media plays a major role in its distribution. From social media influencers, models, all the way to big named celebrities; with the help of micro influencers like Rubi Ward, Charlie Blunden and Miray Yurtseven, these brands are able to send out pieces to them. It allows for growth for both participants, both the brand and influencer. Influencers receive a set payment, in return for a video or picture, showcasing the brand's clothing. One key element within this process is the use of hashtags. The hashtag, ‘UK drip’ allows for creators and other individuals to be a part of a community. A subgroup that enables others to showcase their ‘drippy’ outfits.

One platform that has skyrocketed for the garments industry is Tik Tok. Tik Tok is a social media app which allows for its creators to showcase anything within their life. One of the most popular is people showcasing their outfits. The term ‘UK drip’ is used a multitude of times through these videos. With each individual showcasing a contrasting aesthetic and not just brands like Rick Owens, Ed Hardy and Supreme. Demonstrating, that ‘drip’ is once again subjective and non-conforming. The app has not only created a space for fashion fanatics but more so a foundation for young designers to display their work and gain a wider audience internationally. Which is evident when looking at the designers and their ‘drip’ that was built outside the UK. For example, Bape. Bape is a Japanese brand, most known for its Ape emblem on its pieces. One item in particular which put the UK into a chokehold, was their Shark, full zip-up hoodie. The hoodie seeped its way into the ‘UK drip’ scene in 2018 was one of the must haves then.

‘UK drip’ is something that is so broad that many garments hold the title. With trends forever changing and resurfacing, items will lose and regain their title, it's something that is inevitable. Similarly, ‘UK drip’ is a term that will forever stain our vocabulary. As trends come and go, designers surface and influencers keep being influential. Brands and designers will forever mould into this subcategory, allowing for its audience to be introduced to new and upcoming pieces, and be informed and shown old ones.



Is it easy to get hold of UK drip ?


The answer is yes! All you need to do is sign up for free at forwardvia.com and they will deliver it to you worldwide. You are basically a click away from your favourite drip!

By Ethan Clemmitt

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