Hype clothing is worth the hype?
You may have heard the term “hype clothing” or “bonking brand” when it comes to streetwear. You may have heard the term “hype clothing” or “bonking brand” used to describe streetwear. But what do you know about it? Let’s get to the bottom of all this hype and learn more about it.
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?
Keep reading to find out how the Hype around streetwear a.k.a hype clothing turned into one of the most popular fashion trends in history.
What is Bonking Brand anyway?
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. The individual may not have any money, but they still like to appear to be making more than everyone else. 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” or “Bonking Brand” can be traced back to 2005 when the term was coined as a blend of the two words “Hype” (which in this instance refers to the extravagant publicity around a new item of clothing or a trend), and “Beast” which is slang for a person who is skilled at something, in this case a person who is skilled at keeping up with the latest fashion trends.
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 are often found outside supreme shops, will be there to make sure they get the latest drops.
What 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. The “drop”, which is a small release of “limited edition” clothing at select retail stores or online, involves not letting the customer know about it and often announcing it on social media. This strategy is designed to make customers feel like they need to act quickly to secure a limited edition product.
Supreme is the kings among clothing drops. They also have a huge following in the streetwear world. The brand was founded in Manhattan in 1994. It has since grown to a cult following all over the globe and collaborated with major brands like Nike, Vans, and North Face.
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. 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’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.
The streetwear scene is also heavily influenced by social media and the “hype” created around brands. Social media can be said to have helped streetwear move from being a subculture into mainstream.
Before the internet, there was no way to obtain the latest releases. The only way was to be at the right spot at the right time. Because of the commitment which was necessary to getting hold of these products, it can be argued that consumers had a lot more of a connection to the brand.
With the rise of streetwear on social media, it means hypebeasts no longer have to hustle to get their hands on the latest and most limited edition items, it can often be done at the click of a button, with little thought or connection to the brand or their community.
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 be teased via social media for weeks or months ahead of the actual drop date. Twitter is also a key part of bringing back this 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