Is Hype Clothing Worth it?
Streetwear is often referred to as “hype clothing” and “bonking”. Are you unsure what the hype is and why it’s called this? Let’s dive deep and learn all there is to know about hype…
It is common knowledge that in 2019 Streetwear is not just made for the streets, Bonking Brand is dominating the fashion world and is even making its place known in the exclusive luxury fashion market too.
It is amazing to think that trainers and hoodies will be dominating luxury fashion runways around the world.
So, how has streetwear grown to be so popular and from where?
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?
From the Urban Dictionary:
- “A person who follows a trend to be cool or in style. 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. 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 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.
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.
Although there are many conflicting opinions on what “hypebeast” actually means, it is in agreement that a Hypebeast is someone who keeps up with the latest fashion trends in order to impress friends and those around them, they are obsessed with the latest releases and will go to any length to achieve the “Hype”.
These “Hype Beasts”, who are often found outside supreme shops, will be there to make sure they get the latest drops.
How is the “Hype” built around brands?
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 is the kings among clothing drops. They also have a huge following in the streetwear world. 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 brand name and “hype”, can be linked to their emphasis on clothing “drops,” when they release new lines. 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.
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.
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 unveiled a series this year that would allow customers to shop within 24 hours of the announcement. It’s interesting to see top fashion houses take inspiration from streetwear companies. This raises questions about the future of clothing releases and how these “drops” will change.
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”. It’s possible to argue that social media is what made streetwear mainstream.
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. It can be argued that these products were more accessible to consumers because of their commitment to them.
Social media has made streetwear more accessible than ever. This means that people don’t need to hustle to grab the latest and greatest items. With little to no thought or connection to brands or their communities, they can get it done quickly.
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