Is Hype Clothing Worth it?
Perhaps you’ve heard of the expression “hype clothing” (or “bonking brand”) when it comes down to streetwear. But do you know what it all means or why it’s called that? Let’s take a look at all the hype…
It’s common knowledge that 2019 Streetwear is not only for street wear, but is also a major fashion force in the fashion world.
Who would have predicted that we would see trainers and hoodies on luxury fashion runways around world?
So how did streetwear become so fashionable?
Keep reading to see how the Hype about streetwear, also known by hype clothing, has become one of the most loved fashion trends in the history of fashion.
What is Bonking Brand anyway?
From the Urban Dictionary:
- A person who is influenced by a particular trend in order to look trendy or fashionable. 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. The individual may not have much, but they love to pretend that they make more than the rest. The Hype beast [sic] has a mommies credit card and will try to buy every pair of Nike’s Jay-Z wore on 106 & Park.
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.
Although there are many differing definitions of what “hypebeast,” it is generally agreed that Hypebeasts are people who keep up with the latest fashion trends to impress friends. They are also obsessed with the latest releases and will do whatever it takes to attain 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 does it take to build the “Hype” around brands and products?
Streetwear brands are well-known for their “drop” marketing strategy. Many of them have adopted it. The “drop” marketing strategy involves the release of small quantities of limited edition clothing at select retail locations. These products can also be sold online. Many of these products are announced via social media. This strategy creates an urgency and exclusivity that leads customers to believe that they must buy the product as soon as possible to obtain a limited edition and exclusive item.
Supreme are the kings and queens of streetwear. Established in 1994 in downtown Manhattan, the brand has come a long way since, amounting a mass cult following around the world and even collaborating with some massive names such as Nike, Vans and North Face.
The brand’s name and the “hype” surrounding it can be attributed back to the focus they place on clothing “drops”, when new lines are introduced. Every week these products “drop” into stores and people will wait in line for hours just to get their hands on them.
Although similar products can be bought in most stores, these “hypebeasts,” who are eager to receive the latest releases, will gladly wait hours for them.
Many luxury fashion labels are following suit, releasing similar products after streetwear brands have enjoyed success.
Burberry announced last year a series drops in order to launch their streetwear-inspired range. Customers had just 24 hours to buy. It is quite interesting to see such high-end fashion houses take inspiration form Streetwear companies.
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 is a key part of the streetwear industry and how brands and products are promoted. 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. The commitment required to obtain these products made it possible to argue that consumers felt a stronger connection with the brand.
Streetwear has become so popular that it is no longer necessary to hustle for exclusive items. They can be obtained with just a click, often without any connection or thought to the brand or their followers.
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 now easily be teased on social networks weeks before they happen. Twitter has also been a big part of bringing the community back to this culture. 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