Is Hype Clothing Worth It?
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 get to the bottom of all this hype and learn more about it.
It’s common knowledge that 2019 Streetwear is not only for street wear, but is also a major fashion force in the fashion world.
It is amazing to think that trainers and hoodies will be dominating luxury fashion runways around the world.
So how did streetwear become so fashionable?
Continue reading for more information about how the hype surrounding streetwear, also called hype clothing, turned into one the most fashionable fashion trends of all time.
What is Bonking Brand?
From the Urban Dictionary:
- “A person who is following a trend to be trendy or in fashion.” 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] 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.
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.
How does “Hype” work around brands?
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 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 and queens of streetwear. In 1994, the brand was founded in Manhattan. The brand has enjoyed a massive following worldwide and even collaborated closely with brands such as 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. Every week these products “drop” into stores and people will wait in line for hours just to get their hands on them.
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.
Luxury fashion labels are now following the footsteps of streetwear brands and releasing their products in similar ways to these success stories.
Burberry launched a series to introduce their new streetwear range last year. Customers could purchase the drops within 24 hours. 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 plays an important role in streetwear and the creation of “hype” around brands and products. It is possible to argue that streetwear has gone mainstream because of social media.
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.
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 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 allows you to talk about and conspire with other hype beasts regarding the next drops.
A new arrival to the Hype Street Wear World is Bonking