Hype clothing is worth the hype?
You may have heard the term “hype clothing” or “bonking brand” when it comes to streetwear. Are you unsure what the hype is and why it’s called this? Let’s take a look at all the 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 thought that we would be seeing hoodies and trainers dominating the luxury fashion runways across the world?
So, why is streetwear so popular? And where did it come a long time ago?
Continue reading to discover how the Hype Around Streetwear, also known as hype clothing, became one of fashion’s most beloved trends.
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 much, but they love to pretend that they make more than the rest. The Hype Beast [sic] is equipped with a mommies [sic] credit cards and will do his best to ensure he has every pair Nike’s [sic] he spotted Jay-Z wearing at 106 & Park.”
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.
It was popularized by Trinidad James’ 2005 song “All Gold Everything”, which included the line “Hypebeasts I know about cheap, don’t purchase shoes unless these 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 live outside of supreme stores, are known to be camping out in order for them to get 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” marketing strategy involves the release of small quantities of limited edition clothing at select retail locations. These products can also be sold online. Many of these products are announced via social media. This strategy creates urgency and exclusivity in the customer and encourages them to buy quickly to have an exclusive, 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. Every week these products “drop” into stores and people will wait in line for hours just to get their hands on them.
Similar products are available in many stores. But these “hypebeasts”, while they may not be able to buy the latest and most popular, will happily line up for hours just to get them.
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 launched a series to introduce their new streetwear range last year. Customers could purchase the drops within 24 hours. 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. You can argue that social media was the catalyst for streetwear’s rise from subculture to mainstream status.
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. The commitment required to obtain these products made it possible to argue that consumers felt a stronger connection with 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 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