Hype clothing is 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 take a look at all the hype…
It’s well-known that Streetwear in 2019 isn’t just for the streets. Streetwear is also dominating the fashion industry and even making its mark in the luxury market.
Who would have thought that we would be seeing hoodies and trainers dominating the luxury fashion runways across the world?
So why did streetwear become so famous?
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 following a trend to keep up with fashion or cool. 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. 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] 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” or “Bonking Brand” can be traced back to 2005 when the term was coined as a blend of the two words “Hype” (which in this instance refers to the extravagant publicity around a new item of clothing or a trend), and “Beast” which is slang for a person who is skilled at something, in this case a person who is skilled at keeping up with the latest fashion trends.
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 are often found outside supreme shops, will be there to make sure they get the latest drops.
What does it take to build the “Hype” around brands and products?
Many streetwear brands use the popular drop marketing strategy. 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. 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 “hype” and brand name can be attributed to the emphasis on clothing “drops” when new lines are released. When these new products “drop” in stores every week, without fail, there will be customers will be queuing for miles down the street in order to get their hands on the latest releases and obviously there is no better marketing for a brand than passers by seeing queueing down the street to get into your store.
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.
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 interesting to see fashion houses taking cues from streetwear brands.
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. You can argue that social media was the catalyst for streetwear’s rise from subculture to mainstream status.
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. These products could only have been obtained if the consumer was willing to make the effort. This allowed them to feel a greater connection to the brand.
It’s easy to access the latest streetwear items on social media.
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. Twitter is now a place for hype beasts to share their theories and conspiracies about the next drop.
A new arrival to the Hype Street Wear World is Bonking