In 2019, PwC’s strategy arm examined the state of the streetwear industry alongside Hypebeast, estimating that it was worth $185bn in sales globally and represented about 10 per cent of the entire apparel and footwear market. The same survey identified Supreme as the key brand, followed by Off-White, Stüssy, Palace and well-established sports brands such as Adidas and Nike. What had started a long way away from the centre of the fashion industry was now a major player.