Is Hype Clothing Worth the Hype?
You may have heard the term “hype clothing” or “bonking brand” when it comes to streetwear. Do you understand what this means and why it is called that? Let’s dive deep and learn all there is to know about hype…
It is no secret that streetwear in 2019 will not be limited to the streets. Instead, it will dominate the fashion world.
We would never have guessed that trainers and hoodies would soon be on the fashion runways of luxury fashion houses around the globe.
So how did streetwear become so fashionable?
Keep reading to see how the Hype about streetwear, also known by hype clothing, has become one of the most loved fashion trends in the history of fashion.
What is Bonking Brand?
From the Urban Dictionary:
- A person who is influenced by a particular trend in order to look trendy or fashionable. 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 they may not have any assets, they pretend to have it all. 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.
The term Hype Beast can be traced back as far as 2005, when it was created from the combination of the words “Hype” and “Beast”. Hype refers to extravagant publicity about a new piece of clothing or a trend. “Beast” is slang meaning a person skilled at something.
The word was first used in 2005 by Trinidad James, a rapper who released “All Gold Everything”. His song contained the line “Hypebeasts, we know about cheap”, and the lyrics “Hypebeasts, we don’t want to buy shoes unless they 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.
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.
These “Hype Beasts,” who live outside of supreme stores, are known to be camping out in order for them to get the latest drops.
How is the “Hype” built around brands?
Streetwear brands are well-known for their “drop” marketing strategy. Many of them have adopted it. These products are usually released in small quantities at select retail locations or online. They are often not announced and often unannounced on social media. This strategy creates an urgency and exclusivity that leads customers to believe that they must buy the product as soon as possible to obtain a limited edition and exclusive item.
Supreme are the kings of the clothing drops and also have a massive following in the streetwear scene. 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 name and the “hype” surrounding it can be attributed back to the focus they place on clothing “drops”, when new lines are introduced. 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.
These drops were so popular that luxury fashion labels started to copy them and release similar products.
Burberry launched a series to introduce their new streetwear range last year. Customers could purchase the drops within 24 hours. 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 plays a significant role in streetwear’s scene. It is how brands and products get “hype”. You can argue that social media was the catalyst for streetwear’s rise from subculture to mainstream status.
Before the internet the only way you could get the latest releases was to be there at the right times and then search the shops for limited edition products. Because of the commitment which was necessary to getting hold of these products, it can be argued that consumers had a lot more of a connection to the brand.
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 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 now allows streetwear hype beasts to post conspiracies and discuss when the next drops are.
A new arrival to the Hype Street Wear World is Bonking