The world of streetwear was previously based on authenticity and reputation, but since its unprecedented growth in popularity, the scene has grown used to see new players entering the market. Earlier this month, Massachusetts-based footwear and streetwear retailer Concepts quietly confirmed “a relationship” with Amazon’s Zappos subsidiary. “We have been engaged with our friends at Zappos and finalized a relationship that will help Concepts achieve our mission to elevate the customer experience within the boutique industry,” said Tarek Hassan, CEO of Concepts International, in a statement.

The landmark Supreme investment by The Carlyle Group signified sweeping change for the streetwear industry, effectively confirming the shrinking gap between streetwear and high fashion and underlining the multi-billion dollar market potential. Since then, LVMH quietly invested into Stadium Goods, which later got acquired by Farfetch. Temasek invested in Stone Island and Farfetch acquired New Guards Group. With the streetwear movement firmly cemented in the mainstream fashion conversation, next enter Amazon.

As a streetwear boutique, Concepts is the very definition of “cool.” A history of well-received sneaker collaborations informed and outstanding storytelling is key to the store’s popularity. A consistent selection of covetable clothing brands and hyped sneaker drops confirming Concepts as one of streetwear’s preferred shopping destination. Beyond boosting Concepts’s own strengths, this partnership allows Zappos and Amazon to get its foot in the door of the industry.

Although Zappos does not benefit from Concepts’s access to luxury labels or exclusive sneaker releases, the digital-focused retailer could benefit from Concepts’s reputation in the streetwear industry. The partnership is likely to be something of an experiment for Zappos, helping the company to access a previously untapped market and learning about an unfamiliar territory, possibly foretelling a more active push into the industry. On the other hand, applying Amazon and Zappos’s unmatched logistics and technology to a retailer like Concepts is guaranteed to yield lasting impact in the rest of the industry, with other streetwear retailers forced to compete with one of the world’s most powerful companies. Amazon’s vast reach is undeniably intimidating for smaller stores, many of which could be unable to keep up with the amount of resources at Zappos’s disposal, including its penchant to create unbeatable prices.

Indeed, big money was once the antithesis of streetwear. Now, as investment continues to find its way to the industry, heavyweight investors run the risk of unraveling the value of the companies they’re buying into. While Amazon’s long-term relationship with streetwear is unclear, the Zappos-Concepts partnership further validates the industry’s transition from niche subculture to a cash cow market.

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AMAZON'S ZAPPOS PARTNERS WITH CONCEPTS