Are Hype Clothes Worth the Hype
Streetwear is often referred to as “hype clothing” and “bonking”. You may have heard the term “hype clothing” or “bonking brand” used to describe streetwear. But what do you know about it? Let’s dig in and get some knowledge on all things hype…
It is no secret that streetwear in 2019 will not be limited to the streets. Instead, it will dominate the fashion world.
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?
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, exactly?
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. Equipped with mommies [sic] credit card, the Hype Beast [sic] will try his hardest to make sure he has every pair of Nike’s [sic] he saw Jay-Z wearing on 106 & Park.”
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.
Although there are many opinions on the meaning of the term “hypebeast”, it is agreed that the Hypebeast is someone who obsesses about fashion trends and wants to impress others.
These “Hype Beasts”, who are often found outside supreme shops, will be there to make sure they get the latest drops.
How does “Hype” work around brands?
Many streetwear brands use the popular drop marketing strategy. 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 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. 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 name and brand hype can be linked to the clothing “drops”, which are when new products 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.
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.
Luxury fashion labels have begun to release their products in similar ways after the streetwear brands’ 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.
The streetwear scene is also heavily influenced by social media and the “hype” created around brands. It is possible to argue that streetwear has gone mainstream because of social media.
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. It can be argued that these products were more accessible to consumers because of their commitment to them.
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 be teased on social media weeks, or even months before the official drop day, and Twitter has also become a major part of bringing back the community element of 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