Don Crawley, better known as Don C to Chicago natives and street wear fans across the world, grew up in an age in which Complex did not exist. Today, he’s a leading force behind what the brand represents.

“When I was a kid coming up in Chicago there was no energy coming here,” Crawley said.

Over the course of the last 15-plus years thanks to names like Crawley’s, Kanye West, Virgil Abloh and many others, that has changed.

ComplexCon was established in 2016 when Complex decided to create an annual festival for what was considered an unknown street wear culture. It has always brought together up-and-coming artists, fashion designers, musicians, celebrities, athletes and fans of all of these intersecting cultures. For the first time since its inception, ComplexCon took its annual festival outside of Long Beach and set up in Chicago this past weekend.

Over 100 vendors were on hand from which attendees could purchase exclusive and limited-edition merchandise. The convention also featured panels with business minds like music mogul and CEO of United Masters, Steve Stoute; athletes including Karl Anthony-Towns; and some of Chicago’s own pioneers like Crawley. On top of the fashion vendors and must-see panel discussions there were also musical performances from Ella Mai, Rick Ross and Schoolboy Q, among others.

An estimated 30,000 of the worlds best-dressed sneaker heads and street wear aficionados showed up at McCormick Place for the culture convention that many believe has been a longtime coming for Chicago.

“Obviously there are the more established and known forces if you think about Kanye establishing Yeezy as a big force in the sneaker and apparel space,” Christian Baesler, president of Complex Networks said. “Then obviously the Virgil’s and Don C’s that came out of a similar circle now to the new brands, some of which are featured at ComplexCon. All of those are based on a culture that’s been built here, and it’s really a 360. It’s not just art and design, its not just fashion, its not just sneakers. Which is why we chose Chicago because it’s such a good representation of our spirit of convergence culture.”

“I think it looks as if they are low key but actually they have a lot of influence,” contemporary artist and art director for ComplexCon Takashi Murakami said. “I think that’s really particular to Chicago.”

Chicago brands and names that Complex acknowledged as the future of the streetwear culture include Fat Tiger and “Don’t Be Mad,” Sir and Madame, Rello and Hidden Characters.

Crawley also acknowledged those brands (among others) are building on Chicago’s reputation as a leader in streewear culture. He noted Fat Tiger and designer Joe Freshgoods as a brand that’s undeniably a leader in Chicago.

“Chicago is a big hub of creatives,” Joe Freshgoods said. “It was a no-brainer for ComplexCon to come here.”

While Chicago was the first city outside of Long Beach to host ComplexCon, the brand does have plans to explore other cities. The top priority for the brand is to preserve the unique experience that its been able to provide in Long Beach and now Chicago.

When asked where ComplexCon will be in 10 years, ComplexCon executive producer Isis Arias Clermont answered with one word.

“Global.”