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Transparent — Men’s Street Style

Transparent. Did you miss our previous article... https://www.mansbrand.com/trio-mens-street-style/

Trio — Men’s Street Style

Trio. Did you miss our previous article... https://www.mansbrand.com/on-the-street-florence-3/

Yellow, pink and green — Men’s Street Style

Yellow, pink and green. Did you miss our previous article... https://www.mansbrand.com/fishnet-mens-street-style/

Fishnet — Men’s Street Style

Fishnet. Did you miss our previous article... https://www.mansbrand.com/linen-plaid-mens-street-style/

Linen plaid — Men’s Street Style

Linen plaid. Did you miss our previous article... https://www.mansbrand.com/slow-and-steady-mens-street-style/

Slow and steady — Men’s Street Style

Slow and steady. Did you miss our previous article... https://www.mansbrand.com/white-steps-mens-street-style/

White steps — Men’s Street Style

White steps. Did you miss our previous article... https://www.mansbrand.com/mens-street-style/

— Men’s Street Style

? Did you miss our previous article... https://www.mansbrand.com/the-pen-pocket-mens-street-style/

The pen pocket — Men’s Street Style

The pen pocket. Did you miss our previous article... https://www.mansbrand.com/camo-and-blue-mens-street-style/

Camo and blue — Men’s Street Style

Camo and blue. Did you miss our previous article... https://www.mansbrand.com/bored-mens-street-style/

Bored — Men’s Street Style

Bored. Did you miss our previous article... https://www.mansbrand.com/early-summer-nights-mens-street-style/

Early summer nights — Men’s Street Style

Early summer nights. Did you miss our previous article... https://www.mansbrand.com/deep-v-mens-street-style/

Deep V — Men’s Street Style

Deep V. Did you miss our previous article... https://www.mansbrand.com/linen-and-knits-mens-street-style/

Linen and knits — Men’s Street Style

Linen and knits. Did you miss our previous article... https://www.mansbrand.com/design-mens-street-style/

Design — Men’s Street Style

Design. Did you miss our previous article... https://www.mansbrand.com/fuck-it-mens-street-style/

Fuck it! — Men’s Street Style

Fuck it! Did you miss our previous article... https://www.mansbrand.com/in-hand-mens-street-style/
Sean O’Pry channels Venus for Madame Figaro, China

Sean O’Pry channels Venus for Madame Figaro, China

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Killing Sunset: Geron MacKinley at Esquire Korea

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Julian Schneyder Relaxes with Man About Town

As Julian Schneyder recuperates from an injury, he heads to Milan for a fashion-focused staycation. The Austrian model makes a splash in a story for Man About Town. Julian has a varied wardrobe that can be dressed up for a night on the town or lounging around the...

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Erik Van Gils Travels In Style With MatchesFashion

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BUGATCHI Champions Clean Lines Fall

For its men’s fall-winter 2022 collection, BUGATCHI examines the relationship between clothing design and function. The fashion brand’s seasonally-appropriate direction emphasizes fabric innovation and comfort.  This autumn, BUGATCHI’s menswear revolves around a...

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Giorgio Armani offers a stylish holiday in Deep Blue

Giorgio Armani unveils its holiday collection for fall-winter 2022. The lineup embodies the Italian brand’s signature design traits while looking to soften the style codes. The range harmoniously plays up a season of contrasts with a mix of silk, pinstripes, velvet,...

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Massimo Diutti Models Henry in Sleek Summer Style

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V Magazine, Leon & Malika Style the Fall Style

Leon Dame is set to turn heads with a new autumn story for V magazine. The fashion publication approaches the season with a strong, gender-defying aesthetic. The editorial, entitled “It Takes Two,” shows Leon and model Malika Louback in a novel take on the...

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Fashion
From Fig Leaves To Hype Wear

Is Hype Clothing Worth the Hype?

When it comes to streetwear, you may have heard the terms “hype clothing” or even “bonking brand”. Are you unsure what the hype is and why it’s called this? 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 hoodies, trainers, and other casual wear would dominate luxury fashion runways all over the world?

So, why is streetwear so popular? And where did it come a long time ago?

Continue reading to discover how the Hype Around Streetwear, also known as hype clothing, became one of fashion’s most beloved trends.

What is a Bonking Brand?

From the Urban Dictionary:

  1. A person who is influenced by a particular trend in order to look trendy or fashionable. A person who wears what is hyped up.”
  2. “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.

“Hype Beast” was originally created in 2005. The term is a mix of “Hype,” which in this instance refers the excessive publicity surrounding a new item or trend, and “Beast”, which is slang to describe someone skilled at something.

Despite the word tracing back to 2005, it entered mainstream culture when rapper Trinidad James released his song “All Gold Everything” which contained the line “Hypebeasts we know about cheap, don’t buy shoes unless they 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 opinions on the meaning of the term “hypebeast”, it is agreed that the Hypebeast is someone who obsesses about fashion trends and wants to impress others.

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.

How is the “Hype” built around brands?

Drops

If you’re familiar with streetwear brands, you will be familiar with the “drop”, a marketing strategy that many brands have adopted. This process involves releasing limited edition clothing in limited quantities at certain retail locations and online. These products are often announced via 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 and queens of streetwear. Since its inception in Manhattan in 1994, Supreme has grown into a global brand with a large following and collaborations with big names like Nike, Vans, North Face, and Vans.

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 are available in many stores. But these “hypebeasts”, while they may not be able to buy the latest and most popular, will happily line up for hours just to get them.

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 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

Social media also plays a major part in the streetwear scene and how “hype” is created around brands and products. You can argue that social media was the catalyst for streetwear’s rise from subculture to mainstream status.

The only way to access the most recent releases before the internet was to be in the right place at right time and search the shops for limited edition items. You can argue that the brand was more connected to its customers because they were willing to commit to buying these products.

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 be teased on social media weeks, or even months before the official drop day, and Twitter has also become a major part of bringing back the community element of 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

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