Hype clothing is worth the hype?
Perhaps you’ve heard of the expression “hype clothing” (or “bonking brand”) when it comes down to streetwear. 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 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 did streetwear become so fashionable?
Continue reading to learn how the hype around streetwear, a.k.a. hype clothing became one of the most recognizable fashion trends in history.
What is a Bonking Brand, exactly?
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. 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 will make every effort to have every pair [sic] of Nike’s he saw Jay-Z sporting on 106 & Park.
“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 the “Hype” come about?
If you’re familiar with streetwear brands, you will be familiar with the “drop”, a marketing strategy that many brands have adopted. The “drop” process consists of releasing small quantities of “limited edition” clothing at selected retail locations or online, these products are often released without much warning and are often announced 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 is the king of streetwear and has a huge following. 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. These new products will “drop” every week in stores, and customers will line up for miles to get them. This is a great marketing strategy for any brand, as it will attract people who are willing to queue to get in your store.
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.
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.
Last year, Burberry decided to announce a series of drops to release their new streetwear inspired range, giving customers just 24 hours to purchase. It is certainly interesting to see high end fashion houses taking inspiration from Streetwear companies and it raises the question as to what the future holds for clothing releases and if these “drops” will evolve.
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 is possible to argue that streetwear has gone mainstream because of social media.
Before the internet, the only way to get your hands on the latest releases was being in the right place at the right time, and searching the shops to find limited edition items. It can be argued that these products were more accessible to consumers because of their commitment to them.
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 be teased via social media for weeks or months ahead of the actual drop date. Twitter is also a key part of bringing back this community element. Twitter can now be used by hype beasts for discussing and conspiracies concerning the next drops.
A new arrival to the Hype Street Wear World is Bonking