| Summary: | 碩士 === 國立高雄師範大學 === 視覺設計學系 === 99 === This study was begun with the visual styles of sub-culture generated after the 1970’s and the Taiwanese trend-brand culture. This study focuses on the pattern elements, pattern styles and showing position of the Taiwanese famous trend-brand T-shirts. The scope is the T-shirts sold in the whole year of 2010 and they were analyzed and compared with those made by well-known foreign trend brands. The study aimes at understanding the cultural context of the Taiwanese trend brands that was influenced by foreign street cultures, defining the word “trend” used in this context, giving some suggestions of development direction to the trend brands in the future, having an interview with famous domestic trend-brand designers, and understanding the mode of pattern development and style development of the Taiwanese trend-brand T-shirts as well as their development context and features in recently years. The patterns of the Taiwanese trend-brand T-shirts collected in this study include (1) Remix(2) Outerspace(3) Overkill(4) Pizzacutfive(5) Mania(6) Stayreal (7) Stage (8) Paragraph as well the foreign well-known trend brands such as Bape and Stussy. The research methods adopted in this study are the qualitative research’s documentary research method, text analysis method and interview survey method.
According to the study results, we find that the patterns of the Taiwanese trend-brand T-shirts can be divided into nine categories: (1) cartoon style (2) retro style (3) neo-Gothic style (4) hip-hop & graffiti style (5) punk & rock style (6) surreal synthetic style (7) simple geometric style (8) photo image style (9) others (10) simple text & logotype. The cartoon style and retro style represent the largest portion of the trend-brand T-shirts. The neo-Gothic style represents the second largest portion. Under the influence of neo-Gothic style, the elements of skulls and birds are the most common ones showed on the T-shirts. As to the pattern position, they are mostly showed in the center on the front side and the upper or middle part on the back. After integrating and analyzing the documents, this study identifies the word “trend” as “on the basis of the multiple street sub-cultures in various countries after the 1970’s, the personal lifestyle was taken into consideration and the taste and ideas about unique personal wearing has become an emerging street pop culture force in recent years so that it has become the life ideas that young people eager to follow.”
The study generalizes that the Taiwanese trend-brand T-shirts has experienced 3 periods since 1990s. They are respectively budding period, exploration period and development period. Under the influence of foreign street cultures, the Taiwanese trend-brand T-shirts present the juxtaposition of multiple cultures and the locale humorous features. The Taiwanese trend-brand T-shirts are still influenced by foreign trends but they have paid more and more attention to the importance of integration of locale cultural features and have presented a variety of aspects of creativity and joyful techniques. Here are some suggestions of development direction for the Taiwanese trend brands in the future：(1) to build the trend brand’s profound locale cultural features (2) to make good use of the Taiwanese unique integrated arts and creative thinking in order to present multiple features (3) to enhance the knowledge about the Intellectual Property Law (4) Taiwanese trend brands shall not limit themselves to a scope and they shall broaden their vision and prepare for international business. In this way, it can be expected that they will soon be comparable to the other international brands.
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