Willi Smith Ladies Vintage Matador Jacket Collarless Fully Lined Beautifully Designed Hook & Loop Closure Black Laced Front Placket “Streetwear, as molded by Smith, was an inclusive term that aimed to democratize the way fashion was consumed and experienced.” 1948-1987 – WILLI SMITH Willi Smith was the popularly renowned designer behind Williwear, a womenswear line that opened in 1976 (Cunningham Cameron/ Fig. 1). He was known for his innovative blend of the newly-emerging concept of streetwear with high fashion. Smith collaborated with artists such as Christo, Jenny Holzer, and Barbara Kruger; bringing avant-garde art to the everyday person through clothing (Earnest). Smith was the youngest designer to ever be nominated for the Coty Award in 1971 and won the Coty American Fashion Critics’ Award for Women’s Fashion in 1983 (Singh) After working with the sportswear brand Digits, Smith and close friend Laurie Mallet founded Williwear in 1976. Both having had unsuccessful business ventures, Mallet convinced Smith to travel to India with her. He arrived in shorts and a pair of cowboy boots, and the two of them cobbled together a collection from the fabrics and notions that they could piece together. Upon Smith and Mallet’s return, their pieces caught the eye of Macy’s, where they were featured in the front window display (Mallet 19:20-25:30). Williwear clothing had a sense of fun and ease. The brand was a quick success— earning $5 million in its second year of business