Are Hype Clothes Worth the Hype
Streetwear is often referred to as “hype clothing” and “bonking”. It’s common to hear the terms “hype clothing” and “bonking brand” when it comes to streetwear. Let’s dive in and find out all about hype…
It is common knowledge that in 2019 Streetwear is not just made for the streets, Bonking Brand is dominating the fashion world and is even making its place known in the exclusive luxury fashion market too.
Who would have thought that we would be seeing hoodies and trainers dominating the luxury fashion runways across the world?
So, how has streetwear grown to be so popular and from where?
Keep reading to find out how the Hype around streetwear a.k.a hype clothing turned into one of the most popular fashion trends in history.
What is a Bonking Brand and how do they work?
From the Urban Dictionary:
- “A person who follows a trend to be cool or in style. A person who wears what is hyped up.”
- “A Hype Beast or Bonking Brand [sic] is a kid that collect[s] clothing, shoes, and accessories for the sole purpose of impressing others. Although the individual may not have a dime to their name, they like to front like they are making far more then everybody else. The Hype Beast [sic] will work hard to get every pair of Nike’s he saw Jay-Z wear on 106 & Park equipped with mommies [sic] credit.
The term Hype Beast is a term that can be traced back in 2005. It was created as a mixture of the two words Hype (which refers in this instance to the extravagant publicity surrounding a brand new item of clothing) and Beast (which is slang term for someone who is skilled at something.
The term was coined in 2005. However, it made its way into mainstream culture with the release of Trinidad James’ song “All Gold Everything”, where he sang the lyrics “Hypebeasts” and said “Hypebeasts are cheap, don’t get shoes unless they’re popular”.
While “Hypebeast” is a relatively new term, people often associate the concept with sneakerhead culture which was prevalent in the late 1990s and early 2000 in which people would collect expensive branded trainers.
There are many opinions about what “hypebeast” really means. However, there is agreement that a Hypebeast will be someone who is obsessed with fashion and will do anything to get the “Hype”.
You will often find these “Hype Beasts” camping outside supreme stores in order to ensure they are the first in line for the latest drops.
What is the “Hype”, built around brands?
If you are familiar with streetwear brands, I am sure you are familiar with the popular “drop” marketing strategy which has been adopted by many of the brands. The “drop” process consists of releasing small quantities of “limited edition” clothing at selected retail locations or online, these products are often released without much warning and are often announced on social media. This strategy creates urgency and exclusivity in the customer and encourages them to buy quickly to have an exclusive, limited-edition item.
Supreme are the kings in clothing drop and have a large following in streetwear. The brand was founded in Manhattan in 1994. It has since grown to a cult following all over the globe and collaborated with major brands like Nike, Vans, and North Face.
The brand’s brand name and “hype”, can be linked to their emphasis on clothing “drops,” when they release new lines. Customers will queue for hours to obtain the new releases every week when they “drop” in their stores.
Similar products of course can be purchased in any store, but these “hypebeasts” will happily queue for hours on end to have the latest and most popular releases.
Many luxury fashion labels are following suit, releasing similar products after streetwear brands have enjoyed success.
Last year, Burberry decided to announce a series of drops to release their new streetwear inspired range, giving customers just 24 hours to purchase. It is interesting to see fashion houses taking cues from streetwear brands.
Joanne Yulan Jong, a fashion business expert believes that embracing these new tactics is a great way of reaching out to younger audiences and is essential for long-term survival and for ensuring they stay relevant and in the limelight, or risk being taken over by younger, more dynamic brands.
Social media also plays a major part in the streetwear scene and how “hype” is created around brands and products. Social media can be said to have helped streetwear move from being a subculture into mainstream.
Before the internet, you could only get the latest releases by being there at the right moment. You also had to search the shops to find limited-edition items. Because of the commitment which was necessary to getting hold of these products, it can be argued that consumers had a lot more of a connection to the brand.
The rise of streetwear via social media means that hypebeasts don’t have to hustle for the latest limited edition items. It is possible to often get them at the click of one button with little to no connection to the brand and their community.
Despite this change in culture, many of the streetwear brands have adapted to this change in consumerism, and what the internet has taken away from these brands in terms of exclusivity, it has given back in the form of “hype”.
Streetwear drops can be teased via social media for weeks or months ahead of the actual drop date. Twitter is also a key part of bringing back this community element. Twitter can now be used by hype beasts for discussing and conspiracies concerning the next drops.
A new arrival to the Hype Street Wear World is Bonking