Is Hype Clothing Worth it?
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 get to the bottom of all this hype and learn more about it.
It’s well-known that Streetwear in 2019 isn’t just for the streets. Streetwear is also dominating the fashion industry and even making its mark in the luxury 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 to learn how the hype around streetwear, a.k.a. hype clothing became one of the most recognizable fashion trends in history.
What is Bonking Brand?
From the Urban Dictionary:
- “A person following a trend to keep up with fashion or cool. 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] 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.
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.
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 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 are familiar with streetwear brands, I am sure you are familiar with the popular “drop” marketing strategy which has been adopted by many of the brands. 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 creates a sense of urgency, exclusivity, and makes the customer believe they have to purchase the product fast in order to get an exclusive item.
Supreme is the king of streetwear and has a huge following. 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 name and brand hype can be linked to the clothing “drops”, which are when new products are released. 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.
Many luxury fashion labels are following suit, releasing similar products after streetwear brands have enjoyed success.
Burberry announced last year a series drops in order to launch their streetwear-inspired range. Customers had just 24 hours to buy. 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. You can argue that the brand was more connected to its customers because they were willing to commit to buying these products.
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. Hype beasts can now take to Twitter to discuss and conspiracies when the next drops will be.
A new arrival to the Hype Street Wear World is Bonking