Hype clothing is worth the hype?
Streetwear is often referred to as “hype clothing” and “bonking”. Do you understand what this means and why it is called that? Let’s dive deep and learn all there is to know about hype…
It is no secret that streetwear in 2019 will not be limited to the streets. Instead, it will dominate the fashion world.
Who would have predicted that we would see trainers and hoodies on luxury fashion runways around world?
So, how has streetwear grown to be so popular and from where?
Continue reading to discover how the Hype Around Streetwear, also known as hype clothing, became one of fashion’s most beloved trends.
What is Bonking Brand?
From the Urban Dictionary:
- “A person who follows the latest trend to be fashionable or trendy.” 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 any money, but they still like to appear to be making more than everyone else. The Hype Beast will make every effort to have every pair [sic] of Nike’s he saw Jay-Z sporting on 106 & Park.
The term Hype Beast can be traced back as far as 2005, when it was created from the combination of the words “Hype” and “Beast”. Hype refers to extravagant publicity about a new piece of clothing or a trend. “Beast” is slang meaning a person skilled at something.
Although the term dates back to 2005, it became mainstream culture when Trinidad James’ song “All Gold Everything” featured the line “Hypebeasts that we know about cheap, don’t buy shoes unless you are 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.
While there are many different definitions of “hypebeast”, most agree that it refers to someone who is obsessed about the latest fashion trends to impress their friends.
These “Hype Beasts,” who live outside of supreme stores, are known to be camping out in order for them to get the latest drops.
What is the “Hype”, built around brands?
Streetwear brands are well-known for their “drop” marketing strategy. Many of them have adopted it. These products are usually released in small quantities at select retail locations or online. They are often not announced and often unannounced on social media. This strategy works to create a sense of urgency and exclusivity and leads the customer to believe that they must purchase the product quickly, in order to own an exclusive and limited edition item.
Supreme are the kings of the clothing drops and also have a massive following in the streetwear scene. 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.
You can buy similar products in all stores, but the “hypebeasts”, who will queue for hours to get the latest and greatest releases, will be able to purchase them at their local store.
Luxury fashion labels have begun to release their products in similar ways after the streetwear brands’ success.
Burberry unveiled a series this year that would allow customers to shop within 24 hours of the announcement. It is fascinating to see top-end fashion houses taking inspirations from Streetwear businesses.
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. It’s possible to argue that social media is what made streetwear mainstream.
Before the internet the only way you could get the latest releases was to be there at the right times and then search the shops for limited edition products. 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.
Social media has made streetwear more accessible than ever. This means that people don’t need to hustle to grab the latest and greatest items. With little to no thought or connection to brands or their communities, they can get it done quickly.
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. Hype beasts can now take to Twitter to discuss and conspiracies when the next drops will be.
A new arrival to the Hype Street Wear World is Bonking