Hype clothing is worth the hype?
You may have heard the term “hype clothing” or “bonking brand” when it comes to streetwear. It’s common to hear the terms “hype clothing” and “bonking brand” when it comes to streetwear. Let’s dig in and get some knowledge on all things hype…
It is well-known that streetwear is no longer just for the streets. In 2019, Streetwear is a dominant fashion trend and has even made its way into the exclusive luxury fashion market.
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 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. 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 is a term that can be traced back in 2005. It was created as a mixture of the two words Hype (which refers in this instance to the extravagant publicity surrounding a brand new item of clothing) and Beast (which is slang term for someone who is 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”.
These “Hype Beasts”, also known as Hype Beasts, will often be seen camping outside supreme retailers to ensure they are among the first to receive 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. 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 is designed to make customers feel like they need to act quickly to secure a limited edition product.
Supreme are the kings in clothing drop and have a large following in 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 name and the “hype” surrounding it can be attributed back to the focus they place on clothing “drops”, when new lines are introduced. 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.
These drops were so popular that luxury fashion labels started to copy them and release similar products.
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. Social media can be said to have helped streetwear move from being a subculture into mainstream.
The only way to access the most recent releases before the internet was to be in the right place at right time and search the shops for limited edition items. 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.
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 been teased on social media several weeks ahead of the official date. Twitter also plays a large part in bringing back that community element. 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