Using the Chartmetric Brands page, we take a look at the top performers for fans of streetwear brands Supreme, Stüssy, and Converse.
by Sarah Kloboves by Chartmetric
It’s hard to imagine a world in which music and fashion don’t go hand in hand – from superfans splurging on the band’s merchandising to everyday listeners imitating the styles of music’s big names. Given the connection between music consumption and clothing brands, we decided to use data from Chartmetric’s Brands page to investigate what your favorite streetwear brands are saying about your musical tastes.
Chartmetric brand data
With over 8 million artists and over 1,000 different brands in the Chartmetric database, it’s safe to say that we have the most important brands covered for most artists, from big tech to big retailers and streetwear giants like Supreme, Stüssy and Converse.
The main method of brand data tracking focuses heavily on social media, especially Instagram. Every day, Chartmetric brings in data on mentions, followers, and hashtags to determine the overlap between audiences for artists and audiences for brands.
Overlaps that are statistically notable are measured with “brand affinity ratios,” or how much more likely an artist’s audience is to be interested in a brand than the average follower. For example, a brand affinity ratio of 2.0x means that followers of a particular artist are twice as interested in a particular brand as the average Instagram user.
With that in mind, let’s take a look at some of the artists and corresponding brand affinities you’ll find on the brand profile pages of Supreme, Stüssy, and Converse.
It seems fitting that our first brand is the king of modern hypebeasts: the almighty Supreme. And unsurprisingly, the Top 10 Artists Associated with Supreme Fans features luxury streetwear pioneer Virgil Abloh at No. 1, alongside a dreamy lineup of audience-favorite hip-hop artists.
Given that Supreme is focused on skateboarding and hip-hop culture, it makes sense to see rappers like Playboi Carti and Ski Mask The Slump God, both known for their more aggressive rapping styles. Smokepurpp, the least-followed artist on this list, is one of the biggest influencers of underground hip-hop and dark trap today, demonstrating that while most Supreme fans primarily listen to mainstream hip-hop, they nor are they afraid to dig deep.
It should be noted that Louis Vuitton Creative Director and Off-White CEO Virgil Abloh reigns supreme as both cultural and musical inspiration for Supreme fans, even if the music was not his main creative outlet. Having gained recognition as a DJ in his late teens, Abloh released a handful of originals and remixes before his tragic death last year. He may not have been known as a musician, but it’s safe to say that Virgil landed the top spot on our list because of his lasting impact on fashion, art, and everything in between.
Similar to Supreme, Stüssy was born out of the Californian alternative/hip-hop scene after being eagerly embraced by hip surfers in the 80s. The brand has since been embraced by punk and other subcultures, even after its global expansion in 1992. In an interview for Nylon, founder and CEO Shawn Stussy explains, “Everyone calls it surf wear, or urban streetwear, or punk or surf street…. I don’t name it, and I don’t name it on purpose.
It’s clear that Stüssy has no interest in being limited by definitions or boundaries, and having taken a look at the brand’s top artists, the same is certainly true of the musical tastes of its followers.
At first glance, Stüssy’s Top 10 has far fewer subscribers, suggesting that these artists are less well-known than Supreme’s Top 10. The roster is also more diverse in terms of genre, with influences from J-Pop, Electronic and Reggae. On average, Stüssy’s top 10 artists have an audience with a higher affinity ratio than Supreme’s, suggesting that the brand’s nonconformist nature attracts fans who are dedicated to their own unique interests, proud of move away from the status quo.
Last but not least is the OG of all streetwear: Converse. Originally established as a sneaker manufacturer in 1908, the company has since grown into a world-renowned lifestyle and streetwear brand that markets, distributes and licenses footwear, apparel and accessories. While the brand has maintained its popular reputation with the grungy and alternative crowd, Converse has arguably become one of the most recognizable and mainstream streetwear brands over the past two decades.
Evidence of its growing interest among mainstream consumers explains why Converse’s Top 10 includes more pop-oriented radio artists like Conan Gray and Travis Barker. Moreover, its huge success as a global brand may justify the presence of K-Pop icons NAYEON and G-Dragon, as well as Italian rock band Måneskin.
The number 1 spot, which belongs to rap icon Tyler, The Creator, also comes as no surprise given his hugely successful partnership with Converse through his Golf Le Fluer footwear brand. Overall, Converse’s musical taste isn’t necessarily anything out of the ordinary, but its solid Top 10 lineup accurately displays its relevance in today’s fashion industry.
While Chartmetric’s Brand Affiliations page is just a glimpse into the musical preferences of today’s streetwear gurus, its insights certainly prove that the connection between music and fashion is stronger than ever. Hopefully, this information will further motivate artists and their teams to keep the fashion pulse alive and seek out the right brand partnerships to improve music, fashion and culture.