Subcultural clothing law and its adaptation to the Georgian mass consumption sphere.The phenomenon of Streetstyle (street fashion)

Subcultural Clothing Style Codes and their adaptation in Georgian Mass Consumption Sphere
In the presented work we pay attention on some aspects of the ration of subcultural innovations and fashion trends. These issues are interaction of subcultural west mental rules and high fashion; adaptation of group benchmark code in Georgian mass consumption sphere. The problem is discussed on the pattern of clothes of youth movements. In the work is outlined the special role of the event in formation of new aesthetic ideals - the refined beauty established in high fashion and ideals of young environment have been merged in whole and the beatuty etalons to be transformed.
As a result of discuss of subcultural costumes (so called “anti fashion”, Streetstyle) the actuality of the topic have been determined as follows: by absence of common term in the native researches and Streetstyle as obscurity form the event; Streetstyle as social-cultural event requiring complex study; Historical moment (for the end of XX century to the beginning of XXI), which gives us opportunity objectively estimate the events existing in the fashion.
The mentioned event is beyond the proper attention. The practical importance and theoretical uncertainty of the problem shows the topicality and novelty of our research.