Is Hype Clothing Worth it?
When it comes to streetwear, you may have heard the terms “hype clothing” or even “bonking brand”. It’s common to hear the terms “hype clothing” and “bonking brand” when it comes to streetwear. 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 did streetwear become so famous?
Continue reading for more information about how the hype surrounding streetwear, also called hype clothing, turned into one the most fashionable fashion trends of all time.
What is Bonking Brand anyway?
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. The individual may not have much, but they love to pretend that they make more than the rest. 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 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 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.
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 is the “Hype” built around brands?
If you’re familiar with streetwear brands, you will be familiar with the “drop”, a marketing strategy that many brands have adopted. 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 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. The brand was established in Manhattan in 1994. Since then, it has grown to be a huge cult favorite all over the world. They have even collaborated with many big names like Nike and Vans.
The brand’s “hype” and brand name can be attributed to the emphasis on clothing “drops” when new lines are released. 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.
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.
Many luxury fashion labels are following suit, releasing similar products after streetwear brands have enjoyed success.
Burberry launched a series to introduce their new streetwear range last year. Customers could purchase the drops within 24 hours. It is quite interesting to see such high-end fashion houses take inspiration form Streetwear companies.
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 also plays a major part in the streetwear scene and how “hype” is created around brands and products. 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. You can argue that the brand was more connected to its customers because they were willing to commit to buying these products.
It’s easy to access the latest streetwear items on social media.
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 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