Is Hype Clothing Worth the Hype?
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 get to the bottom of all this hype and learn more about it.
It is no secret that streetwear in 2019 will not be limited to the streets. Instead, it will dominate the fashion world.
Who would have thought that hoodies, trainers, and other casual wear would dominate luxury fashion runways all over the world?
So why has streetwear become so popular and where did it come from?
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 and how do they work?
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 be able to make a living, but they will pretend they have more than others. The Hype Beast will make every effort to have every pair [sic] of Nike’s he saw Jay-Z sporting on 106 & Park.
“Hype Beast” was originally created in 2005. The term is a mix of “Hype,” which in this instance refers the excessive publicity surrounding a new item or trend, and “Beast”, which is slang to describe someone skilled at something.
Despite the word tracing back to 2005, it entered mainstream culture when rapper Trinidad James released his song “All Gold Everything” which contained the line “Hypebeasts we know about cheap, don’t buy shoes unless they 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 differing definitions of what “hypebeast,” it is generally agreed that Hypebeasts are people who keep up with the latest fashion trends to impress friends. They are also obsessed with the latest releases and will do whatever it takes to attain the “Hype”.
These “Hype Beasts” will often be found camping outside supreme store to ensure that they are first to receive the latest drops.
What does it take to build the “Hype” around brands and products?
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 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 are the kings and queens of streetwear. 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 brand name and “hype”, can be linked to their emphasis on clothing “drops,” when they release new lines. 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.
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.
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’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.
Social media plays a significant role in streetwear’s scene. It is how brands and products get “hype”. Social media can be said to have helped streetwear move from being a subculture into mainstream.
Before the internet, you could only get the latest releases by being there at the right moment. You also had to search 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.
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. 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