I'm actually pretty interested in this too. I've been reading a lot and doing a uni project on streetwear, interviewing shop managers and guys who wear a lot of streetwear for research.
How do you guys feel about brands going beyond clothing? Like, if a brand were to sponsor skaters or shows. I'm looking at the marketing side and it seems that more brands, shops etc would get recognition from helping out the different scene offshoots, like art, graffiti, music to transcend the typical clothing brand activity.
How does that sound?