In the 1990s, street-wear is consider as one of the most popular fashion in the world because of the influence of Hip Hop music. In the past five years, street-wear fashion becomes a popular trend in Indonesia. Numerous sneakers events were held by several Indonesian sneaker’s enthusiasts, such as, Urban Sneakers Society and Jakarta Sneakers Day, eventually attract public’s, especially groups of sneakers community and sneaker heads and It leads to the emergence of numerous groups of sneakers enthusiasts. Along with the development of sneaker events in Indonesia, the number of Indonesian sneaker’s enthusiast has started to increase. For that reason, this research has aimed to investigate the perspective of Indonesian young adults on the street-wear phenomenon, especially American sneakers.

This research focuses on the impact of Americanization to Indonesian young adults on American sneakers and also their perspectives about the American sneakers. This research finds that media play a big part of the Americanization itself, for example is social media, considering that Indonesian young adults love to play social media. The research has applied the qualitative-descriptive method. The primary data are collected through interview process with five respondents, while the secondary data are obtained from the questionnaire, information taken books, articles and/or news related to street-wear. This research reveals that some Indonesian young adults have a “different” perspective towards American sneakers, some of the informants think that sneakers can also represent their personality and identity, although, the majority of these young adults still think that American sneakers are luxurious items. The result has proven that there is a shifting perspective about American products. Indonesian young adults define American products not only based on the luxuriousness, but also the culture behind the products.

keywords:  Indonesian  adolescences’;  street-wear;  americanization;  social  identity;
audience reception; descriptive-qualitative