Ironic Fashion in Lithuania: An Investigation into Streetwear
Fashion irony is nothing new, however its definition has not been provided yet, and concepts vary. Academic research on the subject is very scarce, most investigations concern ironic fashion communication. In the attempt to fill this gap and reveal the characteristics of the ironic in fashion, Lithuanian culture and Lithuanian fashion production were selected for investigation. The article provides a typology of the ironic in Lithuanian fashion, identifying cases of local fashion irony which make the background for the structure of the Lithuanian fashion irony field. The analytical part deals with the content of ironic messages of Lithuanian streetwear brands EGYBOY and SHMUTKE.
