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The Bowery Showroom talks Gen Z fashion trends, New York streetwear, Ice Spice’s reign

From LL Cool J’s Kangol Hats to Playboi Carti’s Rick Owens, streetwear and hip-hop have always been one and the same. As rapidly emerging Tik Tok cultures continue to reshape the fashion landscape, so is the style and sound of our generation’s artists. Low-rise distressed denim, bomber jackets and BB simons belts have become a signature look for Ice Spice — marking a newfound nostalgia in fashion and music.

She’s evidently controlling the fashion world as a leading figure of a Y2K Revival: Catch Ice in a velour school-girl dress for Coach or a ‘90s-era camo tracksuit for Adidas. With early 2000s sample drill beats and the pop-star attitude, her style is consistent with the nostalgia that is recreated in her music. The “Hood Princess Diana” accelerated superstardom opens up conversations on the viral phenomena of rising fashion trends and underground rap scenes.

On Feb. 11, “Munchkins” from all corners flocked to the Williamsburg Hotel in New York City with hopes of getting close to the people’s princess. The Bowery Showroom-hosted event contained the whole city — from NYFW courted designers to Cash Cobain — it was an afterparty that nobody wanted to miss. An excited crowd swarmed the princess as she performed “In Ha Mood,” capturing a moment that would recognize the drill artist’s instantaneous rise to fame and the power the star holds over her native city.

Matt Choon, Founder and Creative Director of The Bowery Showroom, created the “concept store” by curating Tumblr-inspired mood boards and sourcing vintage clothing. The Bowery supports the local designers of NYC that are popular amongst various underground music scenes. The resurgence of a “scene culture” exists in True Religion denim and glitching digicore — it’s the Lower East Side that’s the “destination.”

“What makes us successful is that me, my partner, the collective — we’re actually from New York. The flaw in being a New Yorker is that we’re often too prideful, but we fully embrace the kids coming here; when we merge the core of being a New Yorker to the TikTok culture of Gen Z — we can create our brand.”

Matt Choon — The Bowery

The Bowery Showroom took to the streets of NYC, initiating the “Fit Check” trend that instantly went viral. From styling Adam22 and DaniLeigh at the showroom to collaborating on a capsule with Lil Keed: The Bowery brings the downtown Manhattan vibe to the mainstream. The Showroom carries rising uptown designers like Loso and Jiggy Thunder of the Bronx to archivable merch from Ye and Sp5der.

New York to its core, worldwide in its philosophy; After a rampant Ice Spice after-party, Matt recognizes the synergies of viral fashion trends and the new musical movement of a Gen Z culture. An underground drill artist turned New York Fashion week notoriety: Ice Spice is the “epitome of a Gen Z woman who captures all of the elements of fame and virality.” 

Whether it’s a baby pink y2K fit of TiaCorine or archived Givenchy of Destroy Lonely, the artists of our generation have built their cult followings around their influential style and distinct fashion sense.

“Fashion. Music. It’s all intertwined.”

Our Generation fashion…

Archive Denim

Muder Bravado, Who Decides War and Kapitol. Lucki flaunts his jeans with Future on “KAPITOL DENIM” and Chief Kief has been “True Religion Fein” since 2012. 

Local Designer Hoodie 

Screen printed logos and bold graphics. Oversized hoodies from your favorite local designer are always essential- Supreme is outdated. 

Barriers on Young Thug and Jiggy Thunder on DD Osama. 

Handmade Balaclava

While the balaclava has its origins in the U.K. Drill scene, its glory can be given to Yeat and the Bronx drill artist, Spliff Happy. You can’t be a part of the Twizzy Gang without owning a Balaclava, so head to Stone Island or cop the Greedy Unit balaclava from the Bowery.

Iced-Out Pendant

Colorful jewel characters of Ice Spice, Tia Corine, and Lil Uzi Vert shine bright to resemble the artists’ quirky styles. Yet if the character chain is too bold for your liking, the upside-down Opium cross still glistens yet is a bit more subdued. 


The Manga-inspired Astro Boy boots instantly went viral. With these boots, you can be a part of the metaverse-IRL. Many have worn these boots, yet few were successful: Lil Wayne and Fivio Foreign may have won.