Hype clothing is worth the hype?
Streetwear is often referred to as “hype clothing” and “bonking”. You may have heard the term “hype clothing” or “bonking brand” used to describe streetwear. But what do you know about it? Let’s dive deep and learn all there is to know about 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 thought that hoodies, trainers, and other casual wear would dominate luxury fashion runways all over the world?
So how did streetwear become so fashionable?
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. Equipped with mommies [sic] credit card, the Hype Beast [sic] will try his hardest to make sure he has every pair of Nike’s [sic] he saw Jay-Z wearing on 106 & Park.”
The term Hype Beast or Bonking Brand was first coined in 2005. It is a combination of two words: “Hype”, which refers to excessive publicity surrounding a new trend or item of clothing, and “Beast,” which is slang for someone who is skilled in something. In this case, a person who keeps up with fashion trends.
It was popularized by Trinidad James’ 2005 song “All Gold Everything”, which included the line “Hypebeasts I know about cheap, don’t purchase shoes unless these 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.
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?
Many streetwear brands use the popular drop marketing strategy. 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 a sense of urgency, exclusivity, and makes the customer believe they have to purchase the product fast in order to get an exclusive item.
Supreme are the kings in clothing drop and have a large following in 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 “hype” and brand name can be attributed to the emphasis on clothing “drops” when new lines are released. 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.
Following the success and “hype” these drops have caused for streetwear brands, some luxury fashion labels have even begun to follow suit and release their products in similar ways.
Burberry launched a series to introduce their new streetwear range last year. Customers could purchase the drops within 24 hours. 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 plays a significant role in streetwear’s scene. It is how brands and products get “hype”. Social media can be said to have helped streetwear move from being a subculture into mainstream.
Before the internet, there was no way to obtain the latest releases. The only way was to be at the right spot at the right time. It can be argued that these products were more accessible to consumers because of their commitment to them.
With the rise of streetwear on social media, it means hypebeasts no longer have to hustle to get their hands on the latest and most limited edition items, it can often be done at the click of a button, with little thought or connection to the brand or 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 now been teased on social media several weeks ahead of the official date. Twitter also plays a large part in bringing back that community element. 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